Free wonky carrots at Morrisons spark holiday excitement

In the United Kingdom, Morrisons supermarket chain is making a festive effort to support families during the Christmas season by distributing free wonky carrots. These carrots, which are oversized or misshapen, will be available in stores on December 21 and December 22. The initiative is part of a larger trend among supermarkets to help families celebrate Christmas while also addressing food waste, as they aim to maintain sustainability practices in their operations. Shoppers won’t need to make any other purchase to collect the free carrots, promoting accessibility for all customers. Historically, children are encouraged to leave out a variety of treats for Santa and his reindeer, particularly carrots for Rudolph. By providing wonky carrots, Morrisons not only fosters that tradition but also helps reduce food waste. According to Andy Todd, the carrot buyer at Morrisons, thousands of families are eagerly preparing for Christmas, and their initiative ensures Santa and his team are well-fed during their busy night. The festive period traditionally sees an increase in carrot sales, evidenced by the doubling in sales the week before Christmas when compared to the previous week. In addition to Morrisons, other supermarkets in the UK are actively participating in a price war designed to offer the most affordable Christmas dinners. For example, Aldi has introduced a value Christmas dinner that serves six for just £11.45, including various traditional elements. Sainsbury's and Tesco have also joined in by offering reduced prices on popular festive vegetables, creating a competitive environment focused on affordability during the holiday season. These efforts reflect a consumer demand for budget-friendly options while maintaining festive celebrations. Overall, Morrisons’ initiative embodies the spirit of Christmas by enabling families to celebrate with fewer financial burdens and by promoting sustainability through the use of wonky vegetables that might otherwise go to waste. It underscores a growing awareness of food waste issues in the industry and among shoppers while enhancing traditional Christmas festivities.