An incredible 36,457 pieces of wonky fruit were saved from going to waste by The Deep in 2024, through their partnership with award-winning sustainable drinks company, Flawsome! This total equates to a staggering 3.1 tonnes of fruit.
Every year, over one third of all produce grown ends up going to waste, either rejected from supermarket shelves due to the way it looks or because of overproduction to meet high demands.
Flawsome! was founded on a mission to change perceptions of wonky fruit, tackle the food waste issue and support the farmers who grew the produce. The team work alongside farmers to craft naturally delicious cold-pressed drinks from wonky and surplus fruit, turning these into sustainable, healthy choices for adults and children alike.
Their range includes a variety of fruits such as apple, cherry, orange, superberry, mango, blackcurrant and more! These are packaged in indefinitely recyclable aluminium cans and glass bottles, alongside eco-friendly cartons with a paper straw and wrapper. Each drink saves at least 2 fruits, and over 12 of their products have won great taste awards.
Sustainability remains at the core of The Deep’s ethos, and this is echoed in Flawsome’s mission, which is to ‘create a sustainable world where food isn’t needlessly wasted by saving 20,000 tonnes of wonky and surplus fruit by 2026’. Since Flawsome! was founded in 2017, the drinks company has saved 70 million wonky fruits to date and counting!
The Deep looks forward to continuing their partnership with Flawsome! and supporting their mission to save even more wonky fruit from waste.