Vegetable box service taking on ‘broken supermarket system’

Supermarkets have long influenced our expectations of how fruit and veg should look, with many of us conditioned to expect perfectly shaped red peppers, straight cucumbers, onions no bigger than a cricket ball, and spherical tomatoes. However, nature doesn’t always comply with these standards.

Annually, about 40% of all food produced is wasted, and a significant portion of this waste consists of fruits and vegetables that don’t meet the supermarkets’ stringent aesthetic criteria. Despite this, a YouGov survey revealed that up to 77% of consumers would willingly purchase and consume produce that is less than picture-perfect.

Enter Oddbox, a company on a mission to shift public perception of ‘misshapen’ produce, reduce waste, limit unnecessary packaging, cut down on air miles, and introduce customers to new choices, all while supporting farmers and offering fair prices.

Getting started with Oddbox is straightforward – simply visit their signup page, choose your preferred mix of fruit and vegetables, and select either weekly or fortnightly deliveries. With prices beginning at £11.99, deliveries are made overnight to ensure freshness.

Oddbox’s ‘Not as odd’ campaign, which might catch your eye on the London Underground, aims to challenge the absurdity of supermarket beauty standards for produce. “The food system is broken, and supermarkets are part of the problem,” declared Gaston Tourn, Chief Growth Officer at Oddbox, reports the Mirror.

“With this campaign, we’re showing that wonky produce isn’t odd -what’s truly odd is a system that values perfection over sustainability and which leaves hardworking growers out of pocket.

“At Oddbox, we’re led by growers, the seasons and what’s available. We have a no air-miles policy and pay growers fairly always. And we take fruit and veg in all shapes and sizes, exactly as nature intended. From bendy-but-delicious asparagus to hail-scarred, juicy apples, we’ve seen it all and that’s exactly what our community loves about us.”

With more than 18,000 customer reviews on Trustpilot, averaging 4.5 out of 5, it’s clear that the innovators at Oddbox have hit upon something that shoppers can really support.

“Just brilliant! An inexpensive delivery of a box of fruit weekly on a Wednesday night” said one five-star review. “I never thought I’d enjoy eating fruit so much instead of calorie-filled biscuits and chocolate or cakes! It’s really helping my diet, and the staff at Oddbox are really friendly and helpful.”

“Thought I’d try this out after getting a voucher from my parents, and I’ve never turned back!” said another satisfied customer. “Been able to plan my meals better and actually eat healthier! Opening the door to a surprise box every Friday is just lovely!”

Another five-star review praised the service with enthusiasm: “I have had three Oddboxes so far, and they all have been excellent. What’s not to love? There’s the ability to swap vegetables, efficient deliveries, good quality produce, and ensuring I become more adventurous in cooking again. I cannot find fault at the moment.”

Despite overall positive feedback, some customers did express concerns over product freshness: “Obviously, the fruit and vegetables are less than perfect but sometimes the vegetables aren’t fresh and can be withered, which I don’t think is very good, especially as the cost isn’t that cheap.”

Other commentary has highlighted the potential savings of making wonky produce selections independently: “It’s a lot of money for less produce than you can buy in your local market. The good side is that the box is delivered at an extra cost, so you don’t need to carry heavy bags.”

For those exploring alternative methods to contribute to food waste reduction, local Lidl stores offer a £1.50 Waste Not box containing approximately 5kg of edible, surplus fruits and vegetables. Another similar subscription service is Abel and Cole, where new customers can currently enjoy a 50% discount on their first month’s delivery.

Yet, the popularity of Oddbox and its commitment to sustainability might sway many to consider it the preferred choice for eco-conscious consumers looking for convenience and adventure in their cooking.