Morrisons is giving away 10,000 wonky “carrots for Rudolph” for customers who want to leave out “refreshments for Father Christmas and his reindeer on Christmas Eve”.
The wonky carrots which are over-sized, misshapen and scarred but “still delicious” will be handed out in bags labelled “Carrots for Rudolph” from the entrances of 498 Morrison stores from 22 December.
The initiative hopes to tackle food waste, introduce children to wonky vegetables and encourage families to buy misshaped fresh produce.
Over the festive period, Morrisons’ carrot sales soar from 500,000 bags a week to 1.4 million bags during the week of Christmas, but wonky carrots only account for 10% to 15% of sales.
The supermarket hopes to help British carrot famers who have harvested wonky vegetables this season, as it centres its Christmas advert campaign on the “heroes of this year” – farmers.
“Leaving out a carrot for Rudolph is a magical Christmas tradition and we want to make it easy for our customers to get involved. At the same time, we want to highlight that wonky carrots are just as tasty as perfect-looking carrots and help support our farmers.” Morrisons carrot buyer Andy Todd said.
The news comes as Morrisons has released 50% more “Magic Bags” of unsold fresh produce past its “best before” date to tackle food waste this Christmas.