I have created the brand name of 'Edgey Veg' for this project as it describes Farmers perfectly edible vegetables which can not be used due to cosmetic standards. The name is catchy and the perfect metaphor for the idea.
Edgey Veg aims to reduce the current wasted edible veg by creating a pop up store in busy commuter areas, the profits of the store will give farmers a fair profit on their crops, as currently some farms are not making enough to break even which could lead to British farmers eventually disappearing.
The pop up store will sell 3 items (all made from Edgey Veg), soups, hot meals, and prep meals containing all veg chopped with ingredients and a recipe card, making it quick and easy for people to make at home. The prices are cheap yet enough to give the farmers some profit off food which would otherwise be wasted.
The branding of the store features hand drawn wonky vegetables and photographs of naturally colourful vegetables which do not represent the cosmetic ones in supermarket, giving an honest image to the customer, making the brand trustworthy. The hand drawn veg adds to the feel of the contemporary shabby sheek pop up shop with informal language making the store friendly and approachable. To promote the store further there will be various forms of signage, handouts and social media adds, teaching and promoting eating and using up the wonky veg, showing the public there is nothing wrong with it.