Food-waste-fighting brand Earth & Wheat has revealed sales for its Christmas Feast Rescued Box were up a whopping 124 percent 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.

You may also be interested in…