Morrisons Wonky Peppers

Brand Narrative: Morrisons Wonky Peppers

Morrisons Wonky Peppers are part of the retailer's dedicated 'Wonky' range, designed to reduce food waste by offering fruits and vegetables that may have slightly unusual shapes or sizes but maintain the same high quality and taste. This initiative supports farmers by purchasing crops that might otherwise be rejected by standard cosmetic grading systems.

Originally founded in Bradford, England, in 1899 by William Morrison, the brand has remained a staple of the British high street. As a vertically integrated retailer, Morrisons often processes its own fresh food through its manufacturing arm, giving it unique control over its supply chain compared to other UK supermarkets.

While the brand is fundamentally British, the peppers themselves are sourced from various locations depending on the season. During the British growing season, they are sourced from domestic glasshouses; however, during the winter months, they are primarily imported from Spain and the Netherlands to ensure year-round availability for consumers.