Our Wonky World
Chances are that if you’ve found your way on to this website you’ve got a vague idea of what we do.
You will, of course, be aware of the 1.3 billion tonnes of food that goes to waste every year. You might know that up to 40% of a crop of vegetables can be disregarded because it does not meet the aesthetic requirements of supermarkets. You probably know that we’re hoping to reduce this figure by bringing these Wonky vegetables straight to your door, every week.
But do you know how this all started? What are we aiming to accomplish? All good questions, you inquisitive internet adventurer. Read on.
The Era of Perfection
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Strict EU laws set aesthetic standards for fruit and vegetables.
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Only perfectly shaped produce could be sold — anything “ugly” was rejected.
Change in Law, Same Old Habits
- In 2009, the EU lifted its strict aesthetic standards.
- However, supermarkets continued to enforce similar rules themselves.
- Critics suggested that by insisting on beautiful produce, supermarkets gained more control over suppliers.
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The Wonky Revolution
- In 2014, French supermarket Intermarché launched the “Inglorious Fruits & Vegetables” campaign — selling 1.2 tonnes of “ugly” produce per store in just two days.
- The campaign’s success inspired UK supermarkets to start selling “Wonky Veg” ranges.
- Today, imperfect produce is being embraced as part of a sustainable and inclusive food culture.
Meet Stuart
“Back in 2020 I took over Wonky Veg a week before lockdown happened. Having previously been to agricultural college and worked on a farm, I could see first hand how much tasty veg is wasted due to shape, size, skin damage or over-production. Since then, we at Wonky Veg have made it our mission to save produce from going to waste, and at the same time supporting local charities and food banks by donating at least 10% of the produce we rescue each week. We do our bit for the planet and people in need and along the way we have worked with some incredible companies and people.”
Donating to the Hinckley Area Foodbank
“Your kindness & continued support is amazing! The extra fruit & vegetables you generously donate are such a Blessing to our clients. It’s so good to see the children tucking in and enjoying the fruit, they love it, it’s a real treat! Thank you for helping us make a difference to our local people in need x”
Why Buy Wonky?
Why Buy Wonky?
Some farmers in the UK have up to 10 tonnes of produce rejected on a weekly basis, solely for the reason that this produce is “ugly.” This means farmers have to constantly over-produce in order to meet these targets. This unwanted produce ends up wasted either in landfill, as animal feed or ploughed back into the land. Buying wonky veg helps farmers sell more of their crop and plan production with greater accuracy.
Eat Healthily
Vegetables are an important part of healthy eating and provide a source of many nutrients, including potassium, fiber, folate (folic acid) and vitamins A, E and C. Eating plenty of fruits and veggies may help reduce the risk of many diseases, including heart disease, high blood pressure, and some cancers. Basically, veggies are the anti-everything food! Better yet, when you compare the nutritional value of foods by calories you see that nothing stacks up to vegetables. But no one vegetable can provide all the nutrients our body needs. That’s where our variety box comes in. What an absolute winner! Sign me up!
Save Water
Wasting food = wasting water. It’s as simple as that. When you throw away a carrot or potato you are also throwing away all the resources that went into making it. Water plays a major role in food production, and as a result, food waste translates to an enormous amount of water wastage. The average person throws away 77 tomatoes a year. That’s the equivalent of 10 baths tubs of water! Probably best we don’t talk about how much water it takes to produce a pound of beef…
Help Charities
By purchasing one of our veg boxes you are actively providing a meal for those in need in your city. We work with food banks to help those in need of a hot and healthy meal to gain access to it. It is estimated that at least 4.7 million people in the UK live in food poverty. With a further 2 million people being malnourished. Despite being one of the richest countries in the world many UK families struggle to afford food. We want to raise awareness of this issue and help out in any way we can.
Save Money
The average prices of delivered veg boxes start at around £11 to £12 for a small box, increasing to £20+ for a large! Our large box is the same price as a small from other delivered veg box companies. This means you can save up to 57% by buying Wonky. Bargain city!
Wonky Charity
We deliver approximately 10-15% of our produce to local food banks and charities. If you are a charity or food bank and would like to receive donations please do get in touch.