A box produced by Smurfit Kappa to help to tackle the issue a food waste has won a top award.
The ‘Wonky Veg Box’ has been named ‘Product of the Year’ by the global consumer-voted award body, which aims to recognise innovation and quality of products within the marketplace.
The box was created for ASDA in a bid to tackle the issue of food waste within the supply chain. The supermarket chain challenged Smurfit Kappa March, along with IPL and Watts Farms, to develop the box due to “strict guidelines” relating to the aesthetics of vegetables they buy from their producers.
The initiative sees vegetables that would normally not be sold on shelves due to their size and shape bundled together and sold for £3.50 per box.
The fully recyclable pack utilised Smurfit Kappa’s pack optimisation software and design team to address two key requirements – substantial stacking strength and reduced packing time, whilst also minimising material usage.
Kevin Beattie, sales director at Smurfit Kappa March, commented, “To have recognition for a collaborative project such as this one, which tackles real issues in the industry and challenges consumer perceptions, is a fantastic achievement.
“Farmers are able to sell more of their crop and consumers are getting excellent value for money – both of which are underpinned by a more sustainable approach to food consumption.”