Strawberries or apples for making jams and pies at home which in the past were not available because of cosmetic imperfections will now be sold despite their misshapen appearance.
New EU marketing regulations come into force on July 1 which clarify the rules relating to wonky fruit and vegetables.Until now, there has often been a misconception that anything which does not look "perfect" cannot be sold by retailers. But the new rules simplify how retailers can market produce without misleading consumers.Jim Fitzpatrick, Food and Farming Minister, said: "The new marketing regulations will help supermarkets and greengrocers label their fruit and vegetables correctly, and will provide more choice for people who aren't bothered by what shape their five a day comes in.
"It also means that producers and suppliers won't be stuck with as many leftovers, so there'll be less food waste."
Twenty six types of fruit and vegetables which were covered by Specific Marketing Standards will now instead be covered by the General Marketing Standard (GMS), which is below the old 'Class 2' standard. Retailers will be able to market these fruit and vegetables without giving the impression that the produce is imperfect.
So long as it is clean, free from pests or diseases, is not rotten, and is labelled with the country of origin, retailers will be able to market it as they see fit.
Ten other types of produce remain subject to Specific Marketing Standards (SMS) which are stricter but there is an allowance for the fruit and vegetables covered to be marketed for processing (such as into jams or pies) if they fall below the SMS.