Delhaize begins selling “ugly veggies”
In an effort to combat food waste, supermarket chain Delhaize has launched a pilot project selling boxes of less-than-perfect vegetables
Delhaize has started testing the sale of “ugly veggies” at a special low price. What do you think?
Fighting food waste
Ugly vegetables are those that do not correspond to our modern requirements of regularity of shape, size or colour, but which nevertheless meet the supermarket’s standards of quality and freshness, Delhaize spokesperson Roel Dekelver explained.
In a pilot project lasting 14 weeks and involving 16 stores, Delhaize will sell ugly vegetables in 2.5kg boxes for a flat price of €3.99. The case contains a selection of vegetables according to the market of the day, all grown in Belgium. The supermarkets involved include stores in Brussels, Bruges, Wilrijk, Sint-Niklaas, Mechelen, Eeklo, Overijse and Wezembeek.
“It’s not a coincidence that Delhaize is the first supermarket to offer these products,” Dekelver said. “Delhaize has been fighting food waste for years, not just by giving away unsold products but also by ensuring that vegetables that may not look perfect still find their way to the consumer. Every year a third of food produced is not consumed. A large proportion of malformed vegetables don’t get used in the conventional food chain. We want to do something about that.”
Photo courtesy Delhaize
Flemish agriculture and horticulture
percent of Belgium’s fruit harvest comes from Flanders
agriculture businesses in Flanders in 2011
people employed in Flemish agriculture and horticulture in 2011