Over the past 100 years, supermarkets have subtly shaped our expectations of how fruits and vegetables should appear. We’ve been conditioned to believe that red peppers are naturally uniform, cucumbers are always straight, onions are no larger than a cricket ball, and tomatoes are near-perfect spheres – despite nature’s tendency to disagree.
Shockingly, around 40% of all food produced each year is wasted, with a significant portion being fruits and veggies discarded for not meeting the stringent aesthetic standards of supermarkets. Yet, in a twist of irony, a YouGov survey found that a whopping 77% of consumers would happily buy and eat produce that doesn’t fit these conventional standards.
This is where Oddbox comes in; a company on a mission to change consumer attitudes towards ‘misshapen’ produce. Their goal? To reduce waste, minimise unnecessary packaging, limit transport emissions, and introduce people to produce they might not usually try – all while ensuring fair prices to support farmers.
As reported by the Mirror, getting started is easy; simply head over to their sign-up page, choose from options such as only fruits, just veggies or a mix of both, and select either weekly or fortnightly deliveries, with prices starting at £11.49. Deliveries are made overnight to ensure the produce is as fresh as possible.
Oddbox’s new ‘Not as odd’ campaign is taking a stand against the strict beauty standards for fruit and veg upheld by many supermarkets. Gastón Tourn, the Chief Growth Officer at Oddbox, shared his views: “The food system is broken, and supermarkets are part of the problem. With this campaign, we’re showing that wonky produce isn’t odd – what’s truly odd is a system that values perfection over sustainability and leaves hardworking growers out of pocket.”
“At Oddbox, we’re led by growers, the seasons and what’s available. We have a no air-miles policy and always pay our growers fairly. We accept fruit and veg in all shapes and sizes, exactly as nature intended. From bendy-but-delicious asparagus to hail-scarred, juicy apples, we’ve seen it all – and that’s exactly what our community loves about us.”
The initiative appears to be a hit with consumers, as evidenced by Oddbox’s impressive rating on Trustpilot, with over 18,000 reviews averaging at 4.5 stars. One user said: “Just brilliant! An inexpensive delivery of a box of fruit weekly on a Wednesday night.”
A second customer shared their experience: “I never thought I’d enjoy eating fruit so much instead of calorie-filled biscuits and chocolate or cakes. It’s really helping my diet, and the staff at Oddbox are really friendly and helpful. Thought I’d try this out after getting a voucher from my parents, and I’ve never turned back. Been able to plan my meals better and actually eat healthier. Opening the door to a surprise box every Friday is just lovely!”
However, not everyone’s had a perfect experience, with one critique noting: “Obviously, the fruit and vegetables are less than perfect but sometimes the vegetables aren’t fresh and can be withered, which I don’t think is very good, especially as the cost isn’t that cheap.”
Another reviewer commented: “I have had three Oddboxes so far, and they all have been excellent. What’s not to love? There’s the ability to swap vegetables, efficient deliveries, good quality produce, and ensuring I become more adventurous in cooking again. I cannot find fault at the moment.”
To embark on a ‘wonky’ fruit and veg adventure, sign up to Oddbox by clicking here. Alternatively, Lidl’s Waste Not boxes might appeal at £1.50 for around 5kg of fruit and veg. Elsewhere, Abel and Cole is offering 50% off your first food order right now.