'Supermarkets are part of the problem' - wonky veg box service calls out 'broken system'
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Over the past century, supermarkets have collectively conditioned us to believe that fruit and veg should look a certain way. Red peppers are always that shape, right? Cucumbers ought to be straight, onions ought to be no larger than a cricket ball, and tomatoes should be as spherical as possible — but that’s not the way nature tells it.
Every year, we waste around 40% of all food produced, and much of that percentage is made up of fruit and veg that aren't pretty enough for our supermarkets’ exacting standards. The irony of it is that YouGov found as many as 77% of us would be more than happy to buy and eat misshapen produce.
That’s where Oddbox comes in. They’re out to change perceptions of ‘misshapen’ fruit and vegetables, minimise waste, cut down on needless packaging, avoid needless air miles, and introduce customers to options they might not usually consider. At a fair price, its aim is to support farmers, too.
READ MORE: Woman loses 20lbs with weight loss app now 60% off in time for New Year transformation. READ MORE: Best Amazon storage solutions for small spaces to organise your home in 2025. It’s easy to get started - head to their signup page, make your selection of fruit, veg, or both, and pick from weekly or fortnightly deliveries. Prices start from £11.99 and deliveries are made overnight in order to keep items fresh.
As part of their ‘Not as odd’ campaign, which you may see on your commute if you’re a regular London Underground traveller, Oddbox is looking to highlight the silliness of supermarkets’ aesthetic standards. "The food system is broken, and supermarkets are part of the problem,” said Gastón Tourn, Chief Growth Officer at Oddbox.
