wholegood apples

Upmarket produce wholesaler Wholegood is expanding its range of prepared ‘wonky’ organic veg in Ocado next month and launching a range of fruit boxes targeted at children.

The company, which secured an Ocado listing last October after previously supplying London delis and restaurants, will see its range of prepared veg grow from 50 to 70 items through the online retailer, including new organic sliced fennel, courgette spaghetti and sliced pepper SKUs.

Wholegood has also secured rights to use kids character Squarehead on a range of ‘wonky’ fruit boxes for schoolchildren, with the first - containing clementines, pears and apples - on sale in March for £2.99.

“The business was set up to actively agitate against the long-standing myths that organics were little more than an elitist whim and that wonky fruit and veg didn’t taste as good as its more conformist counterparts,” said founder Carl Saxton-Pizzie.

“The alliance with Squarehead is aimed at raising the profile of great-tasting, ugly organic among primary school kids,” he added. “The Squarehead character is all about being prepared to stand out from the crowd and our message is that eating great fruit needn’t be uncool.”