Supermarkets have subtly influenced our perceptions of how fruits and vegetables should look over the past century. We’ve been led 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 produce otherwise.
Alarmingly, about 40% of all food produced annually is wasted, with a significant chunk being fruits and vegetables thrown away for not meeting the strict aesthetic standards of supermarkets. However, in an ironic twist, a YouGov survey revealed that a staggering 77% of consumers would willingly purchase and consume produce that doesn’t conform to these conventional standards.
This is where Oddbox steps in; a company dedicated to shifting consumer attitudes towards ‘misshapen’ produce. Their objective is to cut down on waste, reduce unnecessary packaging, limit transport emissions, and introduce people to produce they might not typically try – all while ensuring fair prices to support farmers.
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Getting started is straightforward; simply visit 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, reports North Wales Live.
Oddbox is challenging the strict aesthetic criteria imposed by many supermarkets on fruits and vegetables with its innovative ‘Not as odd’ campaign. Gastón Tourn, Oddbox’s Chief Growth Officer, expressed his concerns: “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.”
He further explained Oddbox’s ethos, saying: “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 campaign seems to resonate well with customers, as reflected in Oddbox’s stellar Trustpilot score, boasting an average of 4.5 stars from more than 18,000 reviews. A satisfied customer shared their experience: “Just brilliant! An inexpensive delivery of a box of fruit weekly on a Wednesday night.”
A delighted customer shared their newfound joy in healthy eating: “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 all feedback has been glowing, with one customer pointing out: “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 satisfied reviewer praised the service, saying: “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.”
For those interested in joining the ‘wonky’ fruit and veg journey, signing up to Oddbox is an option. Click here to get started. If you’re looking for alternatives, Lidl’s Waste Not boxes offer around 5kg of fruit and veg for £1.50. For another choice, Abel and Cole currently has a deal giving 50% off your first food order.