In a move to tackle food wastage, Slovenian retailer Tuš has announced the launch of a new brand - Naravno Drugačni - that offers vegetables of irregular shapes and sizes.
The vegetables are offered at lower prices, and the idea behind the move is to make consumers aware of the fact that these vegetables are as tasty and nutritious as regular looking vegetables, and should not be discarded.
According to marketing director, Andraž Tuš, more than one-third of fruit and vegetables are discarded in Slovenia, because of their appearance.
Through this initiative, the retailer hopes to raise awareness about the role of discarded food in the lives of growers, and how climate change affects the appearance of crops.
The retailer co-operates with Slovenian producers, and more than 70% of products in its outlets are of local origin.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.