Oddbox is out to change perceptions of ‘misshapen’ fruit and vegetables and more
Over the past century, supermarkets have collectively conditioned us to believe that fruit and veg should look a certain way. Red peppers are always that shape, right? Cucumbers ought to be straight, onions ought to be no larger than a cricket ball, and tomatoes should be as spherical as possible — but that’s not the way nature tells it.
Every year, we waste around 40% of all food produced, and much of that percentage is made up of fruit and veg that aren’t pretty enough for our supermarkets’ exacting standards. The irony of it is that YouGov found as many as 77% of us would be more than happy to buy and eat misshapen produce.
That’s where Oddbox comes in. They’re out to change perceptions of ‘misshapen’ fruit and vegetables, minimise waste, cut down on needless packaging, avoid needless air miles, and introduce customers to options they might not usually consider. At a fair price, its aim is to support farmers, too.
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It’s easy to get started – head to their signup page, make your selection of fruit, veg, or both, and pick from weekly or fortnightly deliveries. Prices start from £11.99 and deliveries are made overnight in order to keep items fresh.
As part of their ‘Not as odd’ campaign, which you may see on your commute if you’re a regular London Underground traveller, Oddbox is looking to highlight the silliness of supermarkets’ aesthetic standards. “The food system is broken, and supermarkets are part of the problem,” said Gastón Tourn, Chief Growth Officer at Oddbox.
“With this campaign, we’re showing that wonky produce isn’t odd —what’s truly odd is a system that values perfection over sustainability and which leaves hardworking growers out of pocket.
“At Oddbox, we’re led by growers, the seasons and what’s available. We have a no air-miles policy and pay growers fairly – always. And we take fruit and veg in all shapes and sizes, exactly as nature intended. From bendy-but-delicious asparagus to hail-scarred, juicy apples, we’ve seen it all – and that’s exactly what our community loves about us.”
With over 18,000 customer reviews at Trustpilot amounting to a 4.5 out of 5 average, it’s clear the innovators at Oddbox have landed on something that shoppers can truly get behind.
“Just brilliant! An inexpensive delivery of a box of fruit weekly on a Wednesday night” said one five-star write-up. “I never thought I’d enjoy eating fruit so much instead of calorie-filled biscuits and chocolate or cakes! It’s really helping my diet, and the staff at Oddbox are really friendly and helpful.”
“Thought I’d try this out after getting a voucher from my parents, and I’ve never turned back!” said another happy convert. “Been able to plan my meals better and actually eat healthier! Opening the door to a surprise box every Friday is just lovely!”
Another five-star review added: “I have had three Oddboxes so far, and they all have been excellent. What’s not to love? There’s the ability to swap vegetables, efficient deliveries, good quality produce, and ensuring I become more adventurous in cooking again. I cannot find fault at the moment.”
Some customers have had the occasional issue with freshness, however. “Obviously, the fruit and vegetables are less than perfect but sometimes the vegetables aren’t fresh and can be withered, which I don’t think is very good, especially as the cost isn’t that cheap.” That said, freshness is often an issue at the supermarket, too.
Others have noted that it would be more cost-effective to make your own wonky selections at a local market: “It’s a lot of money for less produce than you can buy in your local market. The good side is that the box is delivered, at an extra cost, so you don’t need to carry heavy bags.”
There are some alternatives out there if you’d like to get involved in another way. If you’ve got a local Lidl, you can grab a Waste Not box for £1.50, packed with approximately 5kg of fruit and veg that’s perfectly edible but would otherwise end up in the bin. Abel and Cole is another service similar to Oddbox, and right now, you can grab your first month’s supply for 50% off!
But given the popularity of Oddbox and if you agree with their ethos, then they’re the (wonky) box for you.
