"It's a big help for our suppliers because it gives them the confidence we can take much more of their crop, maximising the amount of fresh produce we can sell in our stores at low prices," says Simister. "Perfectly Imperfect apples have increased the amount of crop we can take to 97% (up from 87%), while our Perfectly Imperfect strawberries mean we can take 95% (up from 88%)." He adds that Tesco would need to be "flexible" and take volumes of the lines "when supplies occur", which means store distribution will "vary from product to product and from week to week. But thanks to increased customer awareness and the increased amount of Perfectly Imperfect produce on sale at Tesco stores, sales are 10 times bigger now than when it was first introduced. This is great news in the fight against food waste."