Let’s talk: Is it about taste or looks when it comes to our fruit and veges? 80



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A persistent campaign by Woolworths aims to get shoppers to think about taste and not waste when it comes to their fresh produce.

Jamie Oliver has been starring in the ads since the beginning of the year, but now there is more emphasis on the produce itself in the new Odd Bunch ads.

The range has seen imperfect vegetables sold in-store since December last year for less than the more attractive fruit and veges.

Woolworths Supermarkets CMO Tony Phillips said: “As Australia’s Fresh Food People, we’re committed to inspiring a healthier Australia, including the next generation of fresh food kids.

“Our passion [is] to help reduce food waste, deliver fresh produce at great prices and help farmers to sell more fruit and veg”.

The new 15-second ads highlight how imperfect vegetables are fine to be eaten and ends with the tagline: “choose taste over waste”.

It is an interesting campaign in general because rarely before (other than markets) have we seen fruit and veges that look slightly different to how they should, or how we perceive them to look. It’s odd to think that potentially for our whole lives we have been purchasing the best fruit and veges, while there are tonnes of produce that don’t look perfect just being wasted.

So, over to you, tell us, do you care about what your fruit and veg looks like? Or is it important for it to be blemish free? Should supermarkets do more to sell oddly shaped produce for our farmers?

Starts at 60 Writers

The Starts at 60 writers team seek out interesting topics and write them especially for you.

  1. I have been buying the imperfect fruit and Veggies at Woolworths for a while, they taste no different to the blemish free and are 1/2 the price

  2. I buy the odd bunch and still taste the same. Woolworths should concentrate on REAL freshness…most fruit is tasteless these days and really have no smell.

  3. I did get a big bag of carrots at Woolies all odd shapes at a reduced price, Woolies have had many good specials lately AND my Orange Rewards card gets so many things half price

  4. Harris Farms Imperfect Picks are sold at a lower price so what’s new, they’ve been doing it for a while.

  5. As long as it’s grown In Australia, and is fresh, not in cold storage for too long, I don’t buy any fruit or vegies from Woolworths, I purchase mine from the local fruit shop, support small business.

  6. I got tired of having to throw things out 1 day or two after O got them so am now getting home delivery of fruits and veggies from The Farmers Gate. They have a Facebook page if you’re interested.

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