Wonky veg and ugly fruit are making a comeback - here's why

clock • 4 min read

Rhi Willmot explores how 'ugly' fruit and veg can be rebranded in order to tackle the food waste mountain

Do the same rules that govern human attraction also apply to our choices of fruit and vegetables? Plenty of evidence suggests we do look for similar traits in both people and produce, and our perceptions...

To continue reading this article...

Join BusinessGreen

In just a few clicks you can start your free BusinessGreen Lite membership for 12 months, providing you access to:

  • Three complimentary articles per month covering the latest real-time news, analysis, and opinion from Europe’s leading source of information on the Green economy and business
  • Receive important and breaking news stories via our daily news alert
  • Our weekly newsletter with the best of the week’s green business news and analysis

Join now

 

Already a BusinessGreen member?

Login

More on Marketing

Faith in Nature's Simeon Rose: ''Rights of nature' is the single biggest idea that could change everything'

Faith in Nature's Simeon Rose: ''Rights of nature' is the single biggest idea that could change everything'

Faith in Nature's brand director, Simeon Rose, explains why there's no better creative brief than making people care about the need to protect the natural world

Stuart Stone
clock 17 March 2026 • 6 min read
B Lab officially rolls out new certification standards

B Lab officially rolls out new certification standards

Companies seeking B Corp status must hit benchmarks across seven 'impact topics' following shake-up of popular responsible business standards

Stuart Stone
clock 12 March 2026 • 4 min read
EU cooks up fresh restrictions on use of 'meaty' terms for vegan products

EU cooks up fresh restrictions on use of 'meaty' terms for vegan products

Lawmakers back plan to outlaw use of 31 meat-related words by plant-based foods - but veggie 'burgers' and 'sausages' remain on the table

Stuart Stone
clock 06 March 2026 • 5 min read