New Zealand-based produce delivery service Wonky Box is expanding beyond ‘ugly’ fruit and vegetables with the launch of Good Groceries by Wonky, a new grocery concept aimed at conscious shoppers seeking traceable, ethically sourced food.

The new offering will introduce two additional virtual aisles, including Fridge Fillers, which will feature a chilled range of meat, cheese and deli items, and Refillables, offering compostable packs of grains, pulses and dry goods. 

These will be available along with the existing Wonky Pantry range of rescued and responsibly sourced grocery staples.

“Food waste will always remain at the core of what we do, but this evolution is a natural step in our growth – giving Kiwi households access to a curated selection of locally-sourced products, with quality and fair value at the centre,” said Angus Simms, co-founder of Wonky Box.

“Our commitment is to show that ‘wonky’ doesn’t mean second-grade, as every product is chosen for its quality, provenance and purpose.”

The Fridge Fillers range marks Wonky Box’s move into chilled goods, including its new Farmers Meat Boxes, which will feature options such as free-range chicken, pork chops, beef rump steaks, gourmet sausages, and grass-fed beef mince, with the options changing weekly.

“Many packs don’t name the farm, or even the region,” said co-founder Katie Jackson. “You might not know which cut you’re buying.

“Just as with fruit and veg, we believe shoppers deserve to know where their meat comes from, how the animals were raised, and that their purchase supports good people doing good things.”

Good Groceries by Wonky, including the Fridge Fillers and Refillable ranges, has launched nationwide.