From Wonky To Wonderful: Oddbox Rescues 55,000 Tonnes In 10 Million Deliveries

UK-based fruit and veg delivery company Oddbox has now sold over 10 million boxes of fresh produce directly to consumers – saving nearly 55,000 tonnes of fruit and vegetables from going to waste in the process.

Image courtesy of Oddbox

Founded in 2016 by Emilie Vanpoperinghe and Deepak Ravindran, the B Corp-certified business partners with farmers across the country to source fruit and veg that either doesn’t meet supermarket standards or is surplus to requirements. These wonky or unwanted items are then packed into curated boxes tailored to each customer’s preferences and delivered overnight to households nationwide.

“Crossing the ten-million box milestone is a powerful reminder of the impact a simple idea can have,” says co-founder 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.”

According to Oddbox, its efforts so far equate to supplying the equivalent of almost 120,000 individual meals per year. And the company says this is just the beginning.

“We’re only just getting started,” Vanpoperinghe adds. “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.”

Consumers Crave Curves And Quirks

Market appetite for “rescued” produce continues to grow, with Oddbox customers embracing the character of cosmetically imperfect but perfectly edible fruit and veg.

Among the group’s most popular lines are potatoes, apples, and carrots – often rejected by supermarkets due to their size, shape, colouration, or minor blemishes. Broccoli, too, has seen a major surge in popularity, with a 111% year-on-year increase in tonnage rescued.

Oddbox has responded to demand by adapting its sourcing and recently launched a ‘pick-your-own’ feature, allowing customers greater flexibility in customising their boxes.

Supporting Growers, Changing Mindsets

For head of sourcing Gavin Phelps, the 10 million box landmark is a moment to celebrate – but also to reflect on the scale of the issue.

“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 says. “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.”

With its mission to cut food waste baked into its DNA, Oddbox continues to grow – one box of beautifully imperfect produce at a time.