A new direct-to-consumer grocery service, which aims to deliver shoppers wonky and surplus food at affordable prices, has launched.
Called The Wonki Collective, it bills itself as working with “premium healthy food producers, supporting them to reduce unnecessary food waste and providing consumers with high-quality, healthy groceries at an affordable price”.
It had achieved its pricing by taking surplus and wonky food direct from the supply chain, “cutting out the middlemen and shipping it direct to planet and health-conscious consumers for up to 40% less”, it said.
The service has launched on a trial basis in Wandsworth, with a planned rollout across the rest of London to come.
Shoppers can join the waiting list now to be get first access when The Wonki Collective launches in their area. There are no delivery or membership fees, and early signups can secure £5 of free credit to spend on their groceries.
The Wonki Collective was founded by former Sipsmith senior global brand manager Dini McGrath and ex-commercial lawyer Alina Sartogo.
McGrath and Sartogo were “brought together by the ugly truth of the wasteful world we live in and an unwavering obsession with making high-quality, healthy food more affordable”, said the business.
They were on a mission to “rescue 15 million kg of great-tasting ‘wonki’ food by 2024”, it added.
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