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ForeSights: Wonky Fruit and Vegetables - Embracing ‘ugliness’ and imperfection in the fight against food waste

ForeSights: Wonky Fruit and Vegetables - Embracing ‘ugliness’ and imperfection in the fight against food waste

  • May 2017
  • 18 pages
  • ID: 4959849
In this report:
Given that fruit, vegetables, roots, and tubers account for the overwhelming majority of waste in the production and consumption phases, attempts to reduce food waste have increasingly targeted misshapen or blemished produce.
A law in France in 2016 banned supermarkets from throwing away or destroying unsold food, and ordered them to sign donation contracts with charities and food banks.
In March 2016 Britain's biggest supermarket, Tesco, launched its 'Perfectly Imperfect' range of misshapen fruit and vegetables.

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ForeSights: Wonky Fruit and Vegetables - Embracing 'ugliness' and imperfection in the fight against food waste

Brief

"ForeSights: Wonky Fruit and Vegetables" explores the additional and emerging concept of wonky fruit and vegetables in the FMCG industry, explaining what it is and asking why it is crucial. The market research also considers the different actors involved and the impact of the trend across the FMCG supply chain. The conclusions reached are underpinned by GlobalData's singular blend of proprietary consumer insight and innovation knowledge.

Millions of tonnes of edible produce are wasted each year by retailers, businesses, and households, but now an increasing body of evidence suggests that consumers are happy to buy "ugly" produce, and there are increasing calls for retailers to relax specifications and offer more imperfect fruit and vegetables.

Overview

- It is estimated that 10 million tonnes of food and drink is wasted in the UK each year.

- The creation of a more sustainable supply chain promises to increase profitability for farmers and providers, and also reduce costs for consumers. Growing consumer awareness is also driving efforts to alleviate growing food poverty in the UK.

- Consumption is switching to an experience-based model, and "ugly" fruit and vegetables tap into the counter-culture sentiment of various consumers who seek simplicity and authentic produce.

- A additional wave of overall NPD launches is addressing these issues through the use of unwanted or "ugly" fruit and vegetables.

Great reasons to purchase

- Offers an early warning system for emerging trends, segment risks, and alternatives in fast-moving consumer goods.

- Drives analysis of plausible future consumer behavior.

- Generates ideas and inspiration for additional product development.

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