Germany’s Rewe group has announced that it will sell fruit and vegetables with colour and shape defects to help farmers affected by drought in the country.
Blemished potatoes and other vegetables will be offered from the end of September until next year as a normal part of the conventional range at Rewe and Penny.
Targeted campaigns will also be carried out to sell apples with small blemishes.
The move is aimed to prevent mass waste of perfect seasonal produce, and cultivate tolerance for fruit and vegetables that are otherwise good in taste and quality.
Managing director of Rewe Group's Merchandise Ultrafrische, Eugenio Guidoccio, said, "For growers, the hot summer has had a major impact this year as many crops are affected by crop failure or optical defects.
"By selling fruit and vegetables with minor flaws, we show our solidarity with farmers and also contribute to the preservation and appreciation of our food," Guidoccio added.
Impact Of Adverse Weather
Excessive heat leaves marks on crops, and the lack of moisture in the soil impedes growth, resulting in distortion and fading of colour.
As a result, apples are pale, carrots are deformed, onions develop fewer layers of peel and potatoes do not grow in size.
Managing director of Sachsenobst Marketinggesellschaft mbH, Kay Drieselmann, thanked the retailer and said, "We are able to market goods that are not perfect on the outside, which otherwise would have to be below their value in industrial processing."
High summer temperature in the country rendered cultivation impossible without additional irrigation facilities. The lack of rain also affected the harvest of many crops.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.