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Turning over a new leaf: Sainsbury's unveils crownless pineapples to champion sustainability

In an effort to combat waste, Sainsbury's has launched pineapples without their typical crowns, aiming to decrease waste by approximately 700 tonnes every year.

This initiative makes Sainsbury's the sole major supermarket in the UK to provide these unique pineapples. These pineapples, devoid of their green leaves, will be available for purchase both in physical stores and online from the 1st of November. Furthermore, they will be ripe and ready for consumption, eliminating the need for consumers to wait for them to mature at home.

The rationale behind this move is that the pineapple's crown is frequently discarded by households. By eliminating it during the manufacturing phase, it aids consumers in reducing food waste. The discarded crowns will either find their way back to the pineapple farms for replanting or will be shredded and provided to local farmers as feed for livestock.

This alteration also benefits the supermarket in terms of logistics. It enables them to pack more pineapples in each box, leading to a decrease of about 2,500 boxes being transported annually. Additionally, Sainsbury's has decided to do away with all the packaging that was previously associated with the regular-sized pineapple. However, for those who prefer the traditional look, Sainsbury's will still offer larger pineapples with their leaves intact.

Claire Hughes, Sainsbury’s Director of Product and Innovation, commented, "Our commitment to minimising our environmental footprint is unwavering, and we're constantly on the lookout for innovative solutions that align with our sustainability goals.

"While our new leafless pineapples might appear a tad unconventional, they play a pivotal role in waste and packaging reduction. We are optimistic that our patrons will appreciate this initiative, recognising that this distinctive fruit not only aids in waste management within our operations but also assists them in reducing waste in their own homes."


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