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Fresh Produce

Tesco To Sell 'Ugly' Potatoes To Help Flood-Hit Farmers

UK retailer Tesco has announced that it has introduced potatoes sourced from the flood-hit farmers in the eastern region in collaboration with supplier Branston.

The floods have resulted in lower output and affected the appearance of the crop.

The main flood-affected regions include Lincolnshire, Norfolk, and parts of Yorkshire.

Commercial director of Branston, Richard Clark, said, "This autumn’s waterlogged fields have prevented or delayed harvesting. In some cases, up to half the crop has been lost and we are still trying to harvest the remaining 20% of our tonnages."

Special Sticker

The packets containing the potatoes come with a special blue sticker highlighting the recent flooding, the retailer said.

The sticker reads, "I’m not looking my gorgeous normal self but I still taste great. Buy me and support British farmers affected by the floods."

Potato buyer for Tesco, Ben Rowbotham, commented, "In order to support our British growers in Eastern regions, we have worked collaboratively with Branston to ensure farmers are supported and customers are not facing a shortfall at this key time."

It is the second year when British farmers have been affected by poor weather. Tesco sources around 60% of its premium quality potatoes from East England.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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