Jamie Oliver and Jimmy Doherty encourage ASDA to support their wasted ugly veg campaign on Jamie and Jimmy’s Friday Night Feast.

Alarmed by the amount of food that are wasted in the UK each year, Jamie and Jimmy are determined to get the tonnes of wasted veg, deemed too ugly for the supermarkets, back into our shopping baskets.

More than 40% of the veg farmers grow gets rejected by the supermarkets because it doesn’t meet their strict beauty standards. As a result hundreds of thousands of tonnes of perfectly good veg are thrown on the scrap heap every year.

In Norfolk, Jamie and Jimmy meet farmers Olly and Kevin, who’ve been growing carrots and parsnips for over fifty years. Today, almost half of what they grow never makes it to a shop and ends up as worthless animal feed or is thrown away.

“This is perfectly good food that could and should be eaten by humans,” says Jamie. “When half a million people in the UK are relying on food banks and over farming is destroying the planet, this waste isn’t just bonkers, it’s bordering on criminal.”

So Jamie and Jimmy cook up a great idea, persuading ASAD to sell their ugly veg at 30% off.