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Misshapen tomatoes finding a market in U.K.


June 2, 2014
By Waitrose

June 2, 2014, London, U.K. — In a supermarket first, Waitrose is now
offering customers a bulk mixed selection pack of tomatoes, made up of
fruit that wouldn’t previously have been available to buy.

June 2, 2014, London, U.K. — In a supermarket first, Waitrose is now offering customers a bulk mixed selection pack of tomatoes, made up of fruit that wouldn’t previously have been available to buy.

The 1kg pack of mixed tomatoes is made up of a selection of round, cherry and baby plum tomatoes which have either naturally fallen off the vine or are misshapen.
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This latest addition to the tomato range follows on from other similar successful launches by the supermarket, including ‘misshapen’ strawberries, and plums plus weather-blemished apples, all introduced in a bid to ensure that as much fruit as possible is available to customers to buy whole. Each tomato pack will vary depending on what’s currently available.

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The launch of the new pack coincides with the introduction of two other traditional varieties into the tomato range, with a first-to-market British-grown Coeur de Boeuf and yellow beef tomato both going into selected branches this week, bringing the total number of tomato varieties now available at Waitrose to 30.

“When it comes to tomatoes there’s absolutely no reason why beauty has to be skin deep,” says Waitrose tomato buyer Peter Cooke.

“Our tomatoes come in all sorts of shapes and sizes but, whatever their appearance, they all taste absolutely delicious. Every one of our mixed selection packs is different which, for me, is the real beauty of using tomatoes that wouldn’t normally be offered in this way to customers.”


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