Home » Environment

Lidl’s Bold Move: Embracing Stunted Produce Amid British Drought

How one supermarket’s decision to champion drought-affected vegetables may reshape food waste and farmer support in the UK.

By Medha deb

Created on Sep 27, 2025

How one supermarket’s decision to champion drought-affected vegetables may reshape food waste and farmer support in the UK.

Lidl’s Response to Britain’s Drought: Redefining Fresh Produce Standards

In the midst of Britain’s hottest and driest summer in fifty years, farmers across the country have faced unprecedented challenges. Crop yields declined, and vegetables—such as carrots, onions, potatoes, and apples—grew smaller or differently shaped than usual. Many supermarket chains typically reject these ‘stunted’ vegetables, demanding strict size and appearance standards. Lidl GB, the British arm of the German discount retailer, has decided to take a different path: it will sell these drought-affected fruit and vegetables, supporting both farmers and the fight against food waste.

What Changed in 2022? Record Drought and Its Impact

The summer of 2022 saw record-breaking temperatures and isolated rainfalls across the UK. These extreme conditions led to stunted growth in staple crops:

Carrots: often smaller and imperfectly shaped
Onions: reduced size, sometimes split bulbs
Potatoes: yield and size both diminished
Apples: smaller, with blemished skins

Farmers reported yield losses of between 10% and 50% in some areas, a severe blow after years of unpredictability.

Lidl’s Commitment: Flexible Specifications and Supplier Support

Lidl GB’s CEO, Ryan McDonnell, announced that the supermarket would work closely with suppliers to sell “perfectly good, quality produce” that might look different but is nonetheless safe and nutritious. This decision reflects a shift in supermarket retailer attitudes, placing value on support for British farmers and environmental sustainability:

Lidl communicated directly with all British fresh produce suppliers, seeking to identify key crop challenges.
Instead of launching a separate ‘wonky veg’ range, Lidl chose to incorporate stunted produce into standard shelves. This avoids segmenting the market and helps normalize imperfect food.
Lidl called on other supermarkets to follow suit, emphasizing the need to get behind farmers facing extreme weather pressures.
The supermarket estimated an investment of £15 billion in British suppliers between 2019 and 2024, further underscoring a long-term commitment.

Leadership and Industry Response

“Farmers across the country are facing a big challenge this year due to the extreme weather conditions experienced,” said McDonnell. “The crop coming out may look and feel a bit different, but it’s still the same great British quality. We want to show support for our suppliers by working with them to find solutions.”

Supermarket Policies: The “Wonky Veg” Solution

Lidl’s approach stands out for its quiet integration of imperfect produce alongside conventional offerings. While some retailers have long operated special sections for items outside strict grading criteria (such as ‘wonky veg’), Lidl rejected the idea of creating a “false market.” McDonnell explained, “We’ve always strived to work collaboratively … to ensure flexibility with variations in specifications at different times of the year.”

Competitors Respond: A New Standard?

Waitrose: Relaxed shape and size guidelines, particularly for potatoes, carrots, strawberries, apples, and pears. Their “A Little Less Than Perfect” range is established to help struggling growers.
Sainsbury’s: Expanded “Imperfectly Tasty” range, welcoming fruit and veg not meeting cosmetic standards.
Tesco: Broadened their “Perfectly Imperfect” range.
Morrisons: Publicly acknowledged the challenge for growers and announced increased support.

Other retailers, such as Aldi, stated that availability in their stores had not been significantly impacted, but they remained vigilant on local supplier relationships.

Supermarket	Stunted/Wonky Range?	Integration Approach	Primary Crops Targeted
Lidl	No separate range	Main produce shelves, flexible specs	Carrots, onions, potatoes, apples
Waitrose	A Little Less Than Perfect	Special range	Potatoes, carrots, apples, pears, strawberries
Sainsbury’s	Imperfectly Tasty	Special range	Various fruit and veg
Tesco	Perfectly Imperfect	Special range	Various fruit and veg
Morrisons	Supporting suppliers, range varies	Integration / support practices	Various, based on supplier needs

Why Are Imperfect Vegetables Important?

Reduce food waste by utilizing crops that would otherwise be discarded due to cosmetic imperfections.
Support British farmers’ livelihoods during climate-induced crises.
Raise consumer awareness of real agricultural challenges.
Decrease surplus rejection and address environmental concerns.

Fighting Food Waste: Environmental and Social Implications

According to industry data, billions of pounds of edible produce are wasted in the UK annually, much of it due to aesthetic requirements set by retailers. This waste occurs despite the fact that minor imperfections in size or shape rarely affect nutritional value or taste. By integrating stunted fruit and vegetables into their regular offerings, Lidl aims to curb unnecessary discard and champion sustainability.

The Farmer’s Perspective

Drought not only impacts the physical appearance and yield of crops but also increases operational costs and risks for farmers. By accepting imperfect produce, retailers like Lidl allow farmers to realize value from their entire harvest—not just the proportion deemed cosmetically perfect.

“It’s critical that we and the rest of the sector get behind our suppliers.” Ryan McDonnell, CEO Lidl GB

Consumer Attitudes: Are Shoppers Ready?

Surveys indicate that shoppers are increasingly concerned about food waste and are open to purchasing produce that looks different. Normalizing stunted vegetables on supermarket shelves may help change perceptions about what constitutes ‘quality’ food. Lidl’s approach is designed to destigmatize visual imperfections, focusing on taste and nutrition.

Perceived Benefits for the Consumer:
- Affordable prices for nutritious produce.
- Broader selection during times of harvest stress.
- Opportunity to support local farmers directly.

Potential Challenges

Risk that some shoppers may still expect traditional cosmetic standards.
Necessity of clear messaging to maintain consumer trust.
Retailers balancing supply, demand, and stock management.

The Bigger Picture: Climate Resilience in the Food Chain

Britain’s agriculture sector will need to adapt as climate events grow more extreme. Retailer flexibility and collaborative supply chain solutions are critical for a climate-resilient food chain:

Increase in weather-related harvest variation is the new norm.
Greater retailer-farmer partnerships can help support both livelihoods and sustainability goals.
As more supermarkets join Lidl in flexible specifications, industry-wide progress is possible.

Looking Forward

Lidl’s initiative may set a precedent. If normalized across the industry, imperfect fruit and vegetables could become a staple of British shopping, transforming views and practices around food waste and quality.

Frequently Asked Questions (FAQs)

Q: What are ‘stunted’ fruit and vegetables?

A: ‘Stunted’ refers to produce that is smaller or irregular in shape due to environmental stress—such as insufficient water or heat. Despite their appearance, they are equally nutritious and safe.

Q: Why does Lidl not use a separate ‘wonky veg’ label?

A: Lidl integrates imperfect produce into regular shelves to prevent market segmentation and to normalize the consumption of these items, supporting sustainability and British farmers together.

Q: Is there a risk of food shortages due to the drought?

A: Most retailers, including Lidl, Waitrose, and Aldi, expect good availability of fruit and vegetables in stores. Close communication with suppliers ensures continuity and supply.

Q: How does this benefit British farmers?

A: By accepting drought-affected crops, retailers help farmers sell a larger portion of their harvest, reducing losses from rejected produce and providing financial support during difficult times.

Q: Will the quality or taste of stunted vegetables be different?

A: The nutritional content and flavor remain the same. The only change is in physical cosmetic appearance, such as size or shape.

Q: Are other supermarkets taking similar action?

A: Yes, several major retailers have expanded their own wonky or imperfect produce ranges to support growers and minimize waste, though approaches differ.

Conclusion: Lidl’s Initiative and the Future of Food Waste in the UK

Lidl’s response to the 2022 drought marks a turning point in how British supermarkets treat “imperfect” produce. By challenging cosmetic norms and supporting suppliers, the retailer champions both climate resilience and environmental responsibility. Other supermarkets are responding with their own wonky veg ranges, indicating that flexible standards are likely to become far more common in coming years. As climate events intensify, these industry changes may prove critical for both food security and sustainability in the UK.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

Read full bio of medha deb