Tesco will start selling vegetables and fruit that normally would be discarded because of its appearance. These “less attractive” items will be cheaper than usual, because Tesco hopes to encourage people to buy the items that usually are considered “bad”.
British consumers often choose items that look better, while in Tesco's Eastern European markets, consumers do not care about the product appearance that much. The chain now hopes to transfer that line of thought to Great Britain, as to reduce the amount of fruit and vegetables that is needlessly discarded.
The idea was launched after Tesco had received quite a bit of backlash due to it being forced to throw away two thirds of its food. For example, 68 % of all packaged salads, 48 % of bakery products and 25 % of all grapes have to be thrown away.
Fruit and vegetable farmers have been complaining to the European Union for years, as they sometimes have to throw away up to 40 % of their products because of a failed cosmetics test.
(Translated by Gary Peeters)