The Co-Operative helps British farmers weather the storm

The Co-operative Food has relaxed its rules to allow smaller or mis-shapen fruit and vegetables onto its shelves to help support British farmers and growers following one of the worst summers on record.

The dreadful summer weather has devastated harvests of British crops, so The Co-operative is working with British growers to make the most of this year’s crops, to help control costs and to reduce the need for imports.

Size reductions have been introduced on standard fruit and veg. lines, including apples and potatoes, while smaller sized and “ugly” mis-shapen or skin -blemished produce will be allowed into the retailer’s Simply Value produce range.

The move will be communicated in store with point of sale material, emphasising The Co-operative’s support for British farmers and growers, but stressing that “whilst some of the produce may not look as good as usual, it still tastes great”.

Kate Jones, Head of Product Development and Farms, The Co-operative Food, said: “As one on the UK’s biggest framers, The Co-operative is fully aware of the challenges farmers have faced because of the extremely poor weather this summer, which has had a significant impact on crop yields. We will continue our support for British farmers during this difficult period, by working with them to make the most of this year’s crop. Great-tasting but odd-shaped or ‘ugly’ fruit and vegetables will be included in selected lines to maximise use of the crop available. At the same time, we will continue to do all we can to remain competitive on price for our customers.”