New Zealand loves ugly, well, when it comes to fruit and vegetables anyway. Sales of Countdown's The Odd Bunch have skyrocketed by more than 145 per cent in the past year as more and more shoppers get on board.
Just like humans, fruit and vegetables come in all different shapes and sizes and despite being perfectly edible, any strange looking produce would have been bound for the bin.
However, two years ago Countdown launched The Odd Bunch in a bid to reduce food waste, help growers and suppliers, and make products cheaper in store.
Countdown's head of produce Steve Sexton said shoppers once preferred perfect-looking produce but times were changing.
"Our customers have been very open to giving imperfect produce a go; a few hail spots or blemishes aren't a good enough reason to let good food end up in the bin."
"As well as reducing waste, we've also been able to deliver improved profitability to our growers as they are utilising more of their crop. This gives growers more confidence to invest in their own businesses for the long-term."
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