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  • Is an attractive apple more nutritious than a wonky one?
  • Is an attractive apple more nutritious than a wonky one?
    Michael Bentley, Creative Commons (2013) ©
CASE STUDY

Asda’s wonky veg box: fighting food waste with discounts

It’s not often that a cardboard container filled with rejected veggies inspires an online frenzy, but then Asda’s wonky veg box is no ordinary product. Simultaneously battling food waste, poor diet and stretched budgets, these bundles of ugly greens have hit a rich seam of consumer desire.