It has been easier for shops to sell misshappen fruit and veg since 2009, when the EU scrapped rules that made the sale of not-quite-perfect produce difficult (a policy which sounds bizarre, but was supposedly brought in in because it helped the packing process). But Emma Marsh, from the Love Food Hate Waste campaign, believes that there has also been a change of public feeling. “The public is increasingly conscious of food waste, both in their own homes and in the supply chain,” she says.” “People know that a carrot or potato still tastes good, whatever it looks like – and even if it takes you a bit longer to peel around the awkward bits!” A discount price is also, of course, a significant part of the appeal in these straitened times– 75 per cent of per cent of those surveyed by Asda said they would definitely buy wonky veg if it was cheaper.