Earth & Wheat diversifies with surplus fruit

By Bethan Grylls

- Last updated on GMT

Earth & Wheat takes on fruit waste with new launch
Earth & Wheat takes on fruit waste with new launch

Related tags Investment Product launches Food waste

Earth & Wheat is tackling fruit waste with the launch of a new variety fruit box.

Earth & Wheat which specialises in surplus and wonky food boxes is introducing a 5kg fruit variety box to its range.

The brand launched in 2021 with what it claims was the world’s first ‘wonky bread’ box, before introducing a wonky veg box and a range of artisan, patisserie and plant-based bread offerings. 

Its latest move into fruit was the next “logical step” ​according to its founder James Eid, with this commodity being among one of the most wasted food items.  

In fact, according to WRAP research, more than half of the food waste generated by UK manufacturing and retail sectors is avoidable. To put this into context, the UK is estimated to waste 1.9m tonnes of food and drink each year, of which 1.1 million tonnes is avoidable. That’s the equivalent to £1.9bn in losses. Alone, fruit and vegetables represent around 11% of this waste.

As Eid explained, due to variances in weather, crops can sometimes “grow wonky”, ​while seasonality and demand will impact surplus stock quantities, often leading to wasted food.  

This new launch will see Earth & Wheat save wonky and surplus items at the point of production from fruit producers, suppliers and growers from around the UK, who are regularly forced to bin these items due to their odd shape, size, colour or cosmetic specifications which do not meet retailers’ strict standards.

Commenting on the new launch, Eid said: “Our mission is to stop food waste in the supply chain as early as possible which means combatting waste at farm level – where so much fruit is thrown away because it is either too big or too small, too odd or strange looking. This means it destined for one place – the bin – before it even hits the shelves. This is unacceptable…wonky and surplus fruit is perfectly delicious to eat.”

He continued: “It is this type of invisible waste that consumers do not see, which Earth & Wheat is fighting to reduce by redistributing it to our valued customers.”

In related news, Italian-inspired restaurant chain Zizzi, which launched its at-home range last year, has expanded its frozen ready meal offering following investments into its in-house team and product development.

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