Sainsbury's has been accused of pulling a PR stunt with a new ‘ugly fruit and veg’ campaign launched this week.
The retailer said it had launched the campaign to force the EU to relax strict specifications on the size and shape of fruit and veg.
It had sent letters to EU Agriculture Commissioner, Mariann Fischer Boel, and Secretary of State for Environment, Food and Rural Affairs, Hilary Benn, expressing concerns over the “bonkers” regulations, it revealed.
However, the European Commission said it was already preparing to relax the regulations. A Management Committee vote would take place on 12 November, which, if successful, would repeal the EU’s marketing standards for 26 types of fruit and vegetables, although 10 items will still be covered by a relaxed set of rules.
Sainsbury's campaign was dismissed as “a PR stunt” by European Commission spokesman for agricultural and rural development, Michael Mann. “They should have known, if they’d done the remotest bit of research, that we’re in the middle of changing this,” he said.
The NFU said it welcomed any campaign that helped growers sell more fruit and veg. However, chairman of the NFU board for horticulture and potatoes, Richard Hirst described the campaign as “ironic”. “It’s the supermarket trade that’s driven the perception fruit and veg need to be perfect,” he said.
However, Sainsbury's defended the campaign, which is also calling on consumers to join the fight for “wonky” fruit and veg. “We’re not allowed to use up to 20% of what’s produced in this country and in the credit crunch climate, we cannot continue to waste this much food,” said the retailer’s brand integrity and sustainability manager, Sue Henderson.
The retailer also announced this week it had pulled a planned ‘Hallowe’en’ range of fresh produce because store managers could have been criminally prosecuted if they had sold the items.
However, the European Commission said it was already preparing to relax the regulations. A Management Committee vote would take place on 12 November, which, if successful, would repeal the EU’s marketing standards for 26 types of fruit and vegetables, although 10 items will still be covered by a relaxed set of rules.
Sainsbury's campaign was dismissed as “a PR stunt” by European Commission spokesman for agricultural and rural development, Michael Mann. “They should have known, if they’d done the remotest bit of research, that we’re in the middle of changing this,” he said.
The NFU said it welcomed any campaign that helped growers sell more fruit and veg. However, chairman of the NFU board for horticulture and potatoes, Richard Hirst described the campaign as “ironic”. “It’s the supermarket trade that’s driven the perception fruit and veg need to be perfect,” he said.
However, Sainsbury's defended the campaign, which is also calling on consumers to join the fight for “wonky” fruit and veg. “We’re not allowed to use up to 20% of what’s produced in this country and in the credit crunch climate, we cannot continue to waste this much food,” said the retailer’s brand integrity and sustainability manager, Sue Henderson.
The retailer also announced this week it had pulled a planned ‘Hallowe’en’ range of fresh produce because store managers could have been criminally prosecuted if they had sold the items.
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