Rewe is to launch a new own-brand range of 'imperfect' fresh produce from September.
The range, the first of its sort to be launched in Austria, will offer consumers the option of buying the conventionally 'flawed' produce - crooked carrots, oddly-shaped tomatoes, knobbly apples - that would not usually meet retail's notoriously rigid aesthetic strictures.
The retailer's new imperfect range, which will initially include apples, carrots and potatoes, will be available at Billa, Merkur and ADEG the end of September and comes as part of Rewe's efforts towards combating food waste.
"We have been dealing intensively with the topic some time and want to explore how our customers are interested in goods with optical flaws," Frank Hensel, CEO of Rewe International AG said, citing the example provided by Coop in Switzerland.
He added, "I am convinced that our eco-conscious customers have this great understanding and willing are looking to buy optically imperfect, but perfect quality. Our motto is use instead of waste."
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
