Founded in 2016, the group sources surplus and wonky fresh produce direct from farms and delivers it straight to people’s doors
UK-based company Oddbox says it has now sold more 10mn boxes of fresh fruit and vegetables direct to consumers, and in the process has rescued almost 55,000 tonnes of produce that was at risk of going to waste.
The group sources unwanted fruit and vegetables directly from farmers when those products either don’t meet supermarket standards or are surplus to requirements.
It then creates curated boxes that are tailored to customers’ personal requirements and delivers them overnight to homes across the country.
And since it was founded in 2016 by Emilie Vanpoperinghe and Deepak Ravindran, the B Corp-certified enterprise says it has now supplied the equivalent of almost 120,000 individual meals per year.
“Crossing the ten-million box milestone is a powerful reminder of the impact a simple idea can have,” says Vanpoperinghe. “Every box represents rescued produce, carbon saved, and people choosing to do good with their food choices. It’s proof that sustainability can scale.”
The company also sees a bright future for this kind of waste-conscious model, she adds. “We’re only just getting started. We’ve proven that surplus and sustainability aren’t niche – they’re the future.
“We’re now reimagining what sustainable eating can look like, putting rescued veg at the centre of meal times and helping people eat well with less waste, more impact, and zero compromise.”
Rescue mission
With market demand high, it seems Oddbox customers cannot get enough of the rescued fruit and veg that’s on offer.
Currently among the group’s most popular lines are potatoes, apples, and carrots which, in the eyes of mainstream supermarket buyers, are considered too irregular in terms of size, cosmetic blemishes, colouration, or shape.
Different types of broccoli, meanwhile, reportedly saw a 111 per cent annual increase in tonnage last year.
Recently, the company introduced a ‘pick-your-own’ option that lets customers customise their boxes, and it has adapted its sourcing to rescue more produce which is in higher demand.
For head of sourcing Gavin Phelps, reaching 10mn boxes represents an important point in the company’s continued development.
“It’s a huge milestone for us but serves as a sobering reminder of the scale of the challenge our growers face on the farm,” he comments.
“We’re really proud of the impact we’ve been able to have across our grower base, providing a reliable outlet for their surplus and odd produce, whilst also taking our customers on a journey to rethink the way they view food.”
