Andraž Tuš, marketing director at Tuš, has launched an initiative at the Chamber of Commerce that other traders should join such a sustainable business model: "We believe that this is a sustainable project and we want to reduce food discards to a sustainable level."

Only Slovenian growers who have a limited choice of plant protection products will be included in the project and they should not use – as is the case abroad – additives for the regulation of steady growth. In natural conditions, the vegetables do not grow into perfect shapes. Marija Mehle from KZ Sloga Kranj explains what they will sell to shops: "Carrots that are slightly non-standard, with multiple 'legs' , smaller onions, red beets – smaller or larger than the standard –, and coarse potatoes. Their skin can just be peeled, since the meat is still flawless."

It is important that such produce is safe to eat and clean, just as for the 1st quality class. Such vegetables will be appropriately labelled by grocery shops and offered at a cheaper price. Its only disadvantage is that it differs from the appearance customers are accustomed to.