Can ‘ugly’ fruit and vegetables alleviate the UK’s cost of living crisis?

Food prices have been rising in the UK at their fastest rate in more than 45 years, at 16.4% a year. This is putting British household budgets under additional pressure. The population is already facing the biggest rise in taxation since 1945 and the steepest fall in living standards on record. But the sharp increase in food prices has had one benign effect: It’s boosted a curious corner of the fresh produce market — ugly fruit and vegetables.

Sales of imperfect produce are soaring in the UK — up almost 20% over the past year — and almost 5 million Brits now buy it regularly. The reason, said Hollie Starkey, who’s a wonky veg retailer based near the English Midlands city of Leicester, is fairly obvious: “Cost of living crisis, pure and simple,” she said. “Wonky veg is cheaper. It can be about half the price of cosmetically appealing produce. And everyone’s trying to look after the pennies at the moment. Everyone’s feeling the pinch.” 


Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.