From the end of June onwards, Kaufland will be selling fruit and vegetables with visual defects and unusual shapes throughout Germany. The company is thus completing the test phase to find out whether these apples, carrots and potatoes are accepted by customers. Now "Die etwas Anderen", as this produce is called, is available throughout Germany.
Signals against food waste
"Customers are extremely positive about our range of fruits and vegetables with visual defects. We notice that more and more of these varieties are getting into the shopping baskets," says Markus Mutz, purchasing fruit and vegetables. "That makes us happy. It means suppliers can sell almost all their products at a fair price. In addition, as a grocer, we are clearly putting out a signal against food waste in the supply chain."
Whether fruits or vegetables have optical defects, is irrelevant for the quality of the product: "There are just as many vitamins in it everywhere and they are just as aromatic as the usual goods," emphasizes Markus Mutz. "In addition, these products sometimes are real eye-catchers."
"Die etwas Anderen"
Kaufland sells the products loose. The company is also pursuing its approach of avoiding packaging material. In conjunction with the fresh bags offered by Kaufland, customers can shop for "Die etwas Anderen" without disposable plastic packaging. First, the company offers apples, carrots and potatoes. Depending on the season, the range is supplemented by other regional fruits and vegetables.
For more information: www.kaufland.de