U.K.: Morrisons introduces “wonky” pomegranates

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U.K.: Morrisons introduces “wonky” pomegranates

Morrisons claims it is the first U.K. supermarket to sell misshapen pomegranates in a bid to keep prices of the exotic fruit down as its popularity surges. 

The four pack will be sold in the majority of U.K. stores for £1.20 (US$1.60).

The retailer says demand for pomegranates has increased as a result of the fruit’s health properties; pomegranates are packed with antioxidants and vitamins and are also a rich source of dietary fiber.

Pomegranate popularity is also boosted by celebrity chefs such as Yotam Ottolenghi and Jamie Oliver using the fruit and arils in salads, meat dishes and desserts.

Morrisons is bagging pomegranates as “wonky” on account of assorted sizes and superficial skin blemishes. However, their taste, texture and flesh color will be exactly the same as a normal pomegranate.

“Apart from looking odd, our wonky pomegranates have the same taste and nutritional benefits as normal pomegranates. They really are beautiful on the inside,” says Morrisons pomegranate buyer James Turner.

Morrisons sources its wonky Valencia and Acco varieties from orchards in Spain, helping growers reduce their waste, increase crop yields and boost farm incomes by selling the whole crop.

Pomegranates are the latest produce to be added to Morrisons already well-established wonky range which includes apples, cabbage, cauliflower, courgettes, swede, pears, sprouts, asparagus, leeks, onions, peppers, avocados and sweet potatoes.

The supermarket now sells more than 500 metric tons (MT) of wonky veg to 500,000 customers every week.


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