BRITAIN–Jamie’s done it again – taken the road less traveled when it comes to food and exposed that lo and behold, consumers in Britain and surely elsewhere, have no problem buying what he terms ugly fruit and veg. Tons of fruit and vegetables deemed not perfect enough for consumers is dumped each year or turned into animal fodder. At one Norfolk farm he visited, up to 10 tons of imperfect vegetables were dumped a week. As Jamie pointed out in his Food Revolution series, this is perfectly edible fruit and vegetables, with exactly the same nutritional value as its prettier peers, it’s just a bit more gnarly and quirky than its commercially acceptable counterparts. Testing his theory about ugly fruit and veg To test his theory that consumers were not averse to buying deformed vegetables, he placed cameras at a particular supermarket and viewed customer reaction to the not so perfect vegetables which were marked 30% off. To his delight, consumers bought with gusto – they understood that not all vegetables grown are perfect and …