Morrisons’ decision to step in and help out anxious consumers in their quest to source avocados will also help growers of the fruit.
From Monday 15 May, the supermarket will sell wonky avocados in store priced at £2.40/kg, or 39p each. This compares with the average cost of an avocado of £1.05, according to Morrisons.
UK prices are reported to have been increasing recently, as demand has outstripped supply following poor harvests in Mexico, Peru and California.
“Avocados have become one of Britain’s most expensive salad items,” said James Turner, avocado buyer at Morrisons. The new wonky line means customers can buy them at a fraction of the price, he said. “Apart from being odd shapes and sizes, and with some marks on the outer hard skin, they’re the same as normal avocados.”
Morrisons is sourcing the fruit from South Africa, helping the growers to reduce waste, increase crop yields and boost farm incomes by selling whole crops, it said.
These items will add to the supermarket’s total avocado supply, said a spokesperson, as it will continue to sell its regular avocados.
The supermarket has not seen a shortage this year, according to a company spokesperson. And, while its twin pack avocados has risen from £1.75 to £1.80 since the start of the year, its large avocado price has remained constant.
Small business help
The supermarket recently committed to shortening its payment terms to small suppliers. Suppliers with business of up to £100,000 with the company will be paid within 14 days. This will cover more than 3,000 suppliers, it said.
It is also aiming to find 200 local suppliers, as part of its National Local Foodmakers programme, and to help small suppliers by launching a portal to raise and submit electronic invoices. The portal is expected to be introduced this year.
Last year Asda began trialling sales of wonky vegetables.