Food-waste-fighting brand Earth & Wheat has revealed sales for its Christmas Feast Rescued Box were up a whopping 124 per cent year-on-year.
The wonky and surplus food supplier released the special seasonal box, which included an assortment of ‘rescued’ vegetables, fruits and baked breads as a one-off purchase delivered four days before Christmas Day.
The 6.5kg box included lots of festive favourites which would have otherwise been thrown away due to their odd shape or size, or because of oversupply. For every box sold, the FoodTech brand donated four meals to UK food charities, via FareShare.
Earth & Wheat carried out a post-customer survey and found that 73 per cent of its customer ‘loved’ the Christmas box and most enjoyed it for its ‘quality, variety, convenience’ and ‘little extras’.
Earth & Wheat launched a Christmas Vegetable Box in December 2022 but, one year on, added fruit and a variety of its wonky breads into the box and the award-winning brand saw a surge of sales of more than 100 per cent year on year.
On Trust Pilot, one customer wrote: ‘Easy to order, delivered when advised and just the right veg content for Christmas dinner. No unused leftovers going to waste. Will order again for next Christmas.”
“I ordered the Christmas box instead of my usual monthly box and it was every bit as good – everything was beautifully fresh,” added another. “The fact that the veg are being saved from being wasted makes it even better.”
Earth & Wheat founder James Eid said: “Our Christmas Feast Rescued Box clearly proved a real hit this Christmas and we’re delighted with the response to this seasonal campaign which we ran for the second year running.
“The promotion clearly resonated with our customers that, even at Christmas, no good food should go to waste, and that we need to do all we can to help reduce food waste and help save the planet.
“It also enabled Earth & Wheat to help those who are in most need of help at Christmas through our partnership with FareShare.”
Earth & Wheat was founded by entrepreneur Eid who introduced the world’s first ‘wonky bread box’ in March 2021 by ‘rescuing’ perfectly tasty baked goods, such as pancakes, tortilla wraps and flatbreads, from bakeries including his own family-run business in Hertfordshire.
The start-up then ventured out into the fruit and vegetables market by preventing thousands of pieces of food from being binned by collecting them from farms around the UK in unique combination boxes with its wonky breads.
Earth & Wheat has so far saved more than 600 tonnes of wonky or surplus food from being binned.