Cutting down on food waste has become a rising priority for supermarkets across the country and Lidl is paving the way with their latest initiative.
The purse-friendly supermarket is now selling ‘Too Good to Waste’ fruit and vegetable boxes for just £1.50, allowing customers to buy products that may have become slightly damaged, discoloured or deteriorated but are still perfectly good for use instead of being thrown away.
However, despite what you may think the fruit and veg in the boxes aren’t ‘wonky’. Instead, the team at Lidl have made an effort to make them look well put together and desirable for customers.
The new initiative is part of Lidl’s pledge to cut food waste by 25 per cent in each of their stores by 2020. It comes after a trial took place last summer, where the scheme was introduced in selected stores to text whether there was demand for it. Shortly after, it was extended to 122 stores and ultimately sold more than 50,000 boxes, preventing an impressive 250 tonnes of food going to waste.
Speaking of the scheme, Christian Härtnagel, CEO Lidl GB, said: ‘The positive feedback that we have received off the back of our trial has been incredible; from our colleagues who are showing so much passion for them, to our customers who were getting in touch from the get go asking where they could get one.’
He continued: ‘The really brilliant thing about this initiative is that, not only is it helping to tackle the highly important challenge of food waste, it’s also helping our customers make even more savings. Additionally, it’s a great example of how we, as a discounter, can utilise our lean and efficient business model to fulfil our mission to make good, healthy food more affordable and accessible, whilst acting sustainably.’
Lidl’s Too Good to Waste boxes are now available in all Lidl stores from the moment they open till midday.