Tesco are on a mission to help halve global food waste by 2030.

Wonky fruit and veg is often discarded by supermarkets as not being ‘perfect’. Tesco are selling this perfectly good food up to 30% cheaper, providing greater access to fresh fruit and vegetables for all.

This campaign encourages people to consider wonky fruit and veg, by comparing it to human behaviour.

How do you sit down without bending your knees? Looks a bit wonky to me!

Fun and humour encourages people to consider wonky fruit and veg; suppliers are more confident Tesco will purchase more of their crop.