Ten green vegetables, picked from Hammonds' farm; And if one
green vegetable should accidentally be a bit bent, only nine green vegetables
will be sent to the shops.
Or be a bit discoloured, or too big, or....so probably only
seven green vegetables will actually make it to our tables. As I learned on
Monday from a BBC programme presented by Hugh Fearnley-Whittingstall, who is
campaigning to save farmers the crops and therefore money they have to throw
away, and to reduce the waste we as a consumer society produce.
I could get all sentimental about that poor unwanted,
slightly misshapen carrot which took as much love, work, sun and rain to grow
as its brothers and sisters, yet while its superior siblings achieved their
dream of gracing the shelves of Tesco or Morrisons, our poor root veg ended up
- literally - on the scrap heap. For even when less than perfect carrots may be
diced and used for 'stew packs', yesterday's programme showed mountains of
carrots destined for either animal fodder or - in the summertime when fish are
jumping and the grass is high - the rubbish tip.
Even without the sentiment, I am left wondering what has
become of our society. This very week we are commemorating the seventieth
anniversary of the end of World War II, and there are still plenty of folk
who remember the rationing and deprivations of this period. Throwing away
vegetables - or any foodstuff - would have been then and still is now -
anathema to such people.
In the forties, the population were encouraged to 'grow your
own' to supplement the meagre supplies of food, and do you think anyone would
have consigned a single carrot grown in their back garden or allotment to the
bin because it was a bit curved, or too long? If fruit did survive long enough
to go a bit ripe and squishy, it was used to make crumbles or pies, jams and
jellies - perhaps even fruit lollies as we were shown, should the
householder be fortunate enough to have a freezer!
My dad came from a farming background and used to pull
carrots from the ground, hastily wash them under a tap if anyone was looking
(brush them on his trousers if not) and eat. Not only did he not check to see
if his food was the right shape, but he consumed in this way a good helping of
dirt, containing bacteria which he always said boosted his immune system and
protected him against so many of the bugs and viruses attacking children today.
Even in the seventies he was lamenting the introduction of hermetically sealed
plastic bags of fruit and veg that are now commonplace. Plastic which adds to
the waste and unlike its natural contents does not decompose and feed the soil.
Ah - the seventies! One of my favourite Saturday night
programmes in those days was 'That's Life' in which Esther Rantzen displayed
her teeth and new outfit while giving us a combination of Watchdog, 'You've Been Framed' and Live at the Apollo. It always featured, among topical songs
and poems, consumer advice and spoof street box pops, an example of a rudely
shaped vegetable. Oh parsnip shaped like a willy and balls, where are you
today?
On the scrap heap, that's where.
So what can we do about it? Well, judging by the two cloned
Morrisons PA men they interviewed, not a lot: they mouthed platitudes about
giving the customer what they want but remained unmoved by the statistics
presented showing not only the waste, but the cancelled orders to farms leaving
the farmers with huge amounts of carefully harvested crops with nowhere to send
them.
'They don't have to do business with us,' one declared. 'Why
don't they sell the elsewhere?'
Answer: because a) most supermarkets tie farmers into
exclusive contracts; b) the sheer volume of produce ordered by one of the main
supermarkets can't be matched by all the independent shops left in the country
- because the supermarkets have been busy putting them out of business, and c)
have you ever tried ringing round at 2am when the next day's order has just
been cancelled, asking who wants ten tons of parsnips which have already been
harvested and need to be eaten within the next few days?
They had done a pseudo-survey by placing some bent
courgettes - in bags - next to some straight ones, labelling them 'Ugly
Courgettes', pricing them the same and tracking how many sold compared to the
normal stock.
Well, surprise surprise, they didn't sell as well, thus
proving - according to Messrs Spreadsheet - that bent vegetables are not what
the customer wants.
Can I suggest that most customers probably thought either
that this was a gimmick or that the new kid on the block was a different strain
of courgette, and stuck to what they were familiar with? We all know we are
creatures of habit and we won't try something different unless we see a benefit
to us. The presenter also pointed out that the bent courgettes appeared less
fresh than the normal produce, and this alone could account for the lower
popularity.
So how about, to be fair, putting up a sign stating that
Morrisons are looking for ways to reduce waste and that these courgettes would
otherwise be thrown away? How about selling them loose so the customers can actually
pick them up and look at them rather than suspect they're in a package for a
reason? How about, given that they are destined for the waste bin, pricing them
a few pence cheaper than the 'top quality' product? Or at least ensure both
products are equally fresh? And then see what the customers do?
We can sign the petition here: https://wastenotuk.com/
In addition, perhaps when we go into our local supermarket -
Morrisons were featured on the programme but I'm sure the others are equally
questionable in their practices - perhaps we could ask a few pointed questions
about the range of fruit and veg on offer and make it clear that we would be
happy to chop up an over large carrot or eat a bent banana. The taste and
nutrition is the same, and when you eat a plate of stew do you really know - or
care - what the ingredients looked like raw as long as they were fresh and
edible?
Go on - let the supermarkets know how you feel.
Or better still - buy your fruit and veg from the local farm
shop or grow and eat your own! Bent carrots and all!