Shoppers will soon be able to get their hands on magic carrots for Father Christmas’s reindeer for free from Morrisons.
The supermarket announced the “Carrots for Rudolph” campaign to help support British vegetable farmers this winter.
Why are Morrisons giving them away?
After a “difficult” harvest for British carrot growers meant that a higher-than-usual number of carrots are mis-shapen, Morrisons are giving the reindeer-favourite root veg away.
The carrots, which all come from the supermarket’s “Wonky Veg” range, will support British farmers this winter by stopping them going to waste.
Morrisons hopes to promote wonky vegetables with the move, proving that they are just as delicious and nutritious as their more shapely counterparts.
Morrisons carrot buyer Andy Todd said: “We want to make it easy for our customers to enjoy these magical Christmas traditions. And at the same time we want to highlight that wonky carrots are just as tasty as perfect-looking carrots - to support our farmers.”
Morrisons will also hand out oranges to children in the run up to Christmas, aiming to introduce them to a long-held festive tradition.
Each orange will be accompanied by a story card, so children and their parents can learn about the history of Christmas oranges together.
Too Good To Go
Last month, Morrisons announced that it will sell boxes of unsold groceries for just £3.09 on the anti-food waste app, Too Good To Go.
The supermarket (the first in the UK to partner with Too Good To Go) pledged to reduce its food waste by 50 per cent by 2030.
The move aims to help customers on a budget and to provide another channel for food that might otherwise be wasted.
Each year we throw away around 10 million tonnes of food - worth over £20 billion - according to WRAP, a leading UK sustainability watchdog.