Will Consumers Switch to Unwashed Potatoes?

British Supermarket Tesco has introduced unwashed potatoes. They have a longer shelf life as soil helps to block out light and slow down the natural decay process. Potatoes are the single ‘most wasted food’ item by households in the UK.

Tesco ran a pilot project involving unwashed organic potatoes in 120 stores. The results: the shelf-life was nearly double that of washed ones, adding up to an extra five days of freshness.

The question now is, will consumers prefer the convenience of washed potatoes or will they choose the sustainable option? Or do they choose the unwashed option, because it will help them save money?

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