Generally, one can count on the marketing profession to come up with ingenious ruses to sell things for more money than they’re strictly worth. But no system is perfect. Witness, then, the supermarket chain Morrisons’ curious decision to charge customers vastly less for ‘wonky’ fruits and vegetables.

The supermarket is so apologetic about the shape of the veg, and so keen on wading into the world of do-goodery by cutting down on food waste (apparently in response to customer concern), that it’s going to be slashing the price of its funny-looking produce by nearly half.

By its own admission, its skew-whiff chillies, for instance, have the same heat and flavour as their shapelier brethren – it’s...