In conversation with Oddbox

We chatted to Emilie Vanpoperinghe, founder of fellow B Corp Oddbox, about the similarities between slow food and slow travel.

Naomi Wood

What inspired you to start Oddbox, and how has your vision evolved since those early days?
When we started Oddbox, we didn’t have a grand vision, we just wanted to do something that made a positive difference. The story started in Portugal when I came across some amazingly tasty but seriously ugly tomatoes and that made me wonder why I couldn’t get such tomatoes in the UK.

I started doing some research on the food system in the UK and I was shocked to learn how much food never even leaves the farm, not because it’s bad quality, but because it’s the ‘wrong’ shape, size or surplus to requirements. That felt wrong. So we started small – delivering boxes of odd and surplus produce to 20 neighbours and friends in Balham.

Over time, that simple mission has evolved. We now see ourselves not just as rescuers of produce, but as enablers of more conscious food habits. The long-term vision is to reconnect people to nature and the food system – to help them eat better for themselves and for the planet.

What were some of the biggest challenges in getting people to see ‘wonky’ produce differently?
The biggest hurdle was re-framing ‘ugly’ as something to be celebrated and of no lesser value than the perfect ones. Supermarkets had trained people to expect perfection. But when people understood that an odd-looking carrot tastes exactly the same – and that rejecting it fuels unnecessary waste – they got it. The real turning point came when we shifted from talking about ‘saving waste’ to telling stories about the growers, the weather and the seasons. That emotional connection helped people care.

In what ways has being a B Corp shaped your decisions for the company?
B Corp isn’t just a badge, it’s a framework we use to hold ourselves accountable. It pushes us to continuously look at how we operate and find ways to improve and run our operations more sustainably.

There were lots of things we were already doing right but there were also some areas we hadn’t focused on; and the B Corp framework has helped us in developing a more holistic plan. It’s shaped how we source, how we work with our partners, the culture and policies we implemented and how we run our operations. Overall, it's helped us make better and more informed decisions and it also keeps us accountable to continuously improving.

There’s growing excitement around the slow food movement - how do you see Oddbox fitting into that?
Oddbox is a natural ally of slow food. We’re about cooking with what nature gives us, not forcing it to fit a fixed plan. That means embracing the glut of courgettes in summer, or finding joy in knobbly root veg in winter. The slow food movement values seasonality, locality, and purpose and those are all baked into how Oddbox works.

Can you tell me about the importance of eating seasonally and how it connects people more deeply to their food?
Eating seasonally puts you back in sync with nature. It reminds you that food isn’t just a commodity, it’s something living that responds to climate, soil, and time. It’s also incredibly grounding. When you cook with what’s in season, you become more creative, more curious. It’s not just about following a recipe — it’s about paying attention. And that attention creates connection. From a more functional perspective, it helps you eat a more varied diet and brings you the vitamins and nutrients you need at that time of the year ie. hearty soups in winter and light salads in summer.

Naomi Wood

What are some of your favourite seasonal recipes or ingredients that people often overlook?
Celeriac is one; it looks intimidating, but roasted or mashed, it’s incredible. It’s very versatile and can easily replace potatoes in a roast. Before launching Oddbox, I had also never cooked cabbage but now I love it, even more so since knowing all the gut health benefits it has. I love simple things that let the veg shine – a beetroot and lentil salad, a courgette ribbon pasta in summer, or roasted squash with tahini in autumn. Nothing fancy,  just honest, real food.

Do you think there's a parallel between people who embrace seasonal eating and those who are drawn to slower, more sustainable forms of travel?
Absolutely. It’s the same mindset where you choose depth over speed. Both are about seeking experiences that are more intentional, more connected to place and people. Whether it’s cooking a meal from a local market or choosing a scenic train over a short-haul flight, it’s about appreciating the moment and reconnecting with nature.

You’ve spoken before about thoughtful consumption - does that extend to how you travel?
It does and actually food is a key part of my travel experiences. I love going to smaller places, speaking to local people and trying to really experience the places I visit.

It’s not about ticking boxes anymore. It’s more about connecting with the culture and the traditions of the places I visit. It’s about taking the time to stroll through the small streets, discover cute courtyards or finding some hidden gems like a small orange wine bar in Sevilla. I love feeling like I am a local and food is always a key part of this experience.  Wherever I go, I will also always visit the local markets and eat at smaller places to really get immersed in the local culture.

Naomi Wood

 If you could design a slow travel experience the same way you design a box of surplus veg, what would be in it?
It would start with a map of growers and producers – a route that lets you meet the people behind your food. You’d travel by bike or train, stay in local homes, eat what’s in season, and take part in a community harvest. It would be unpolished, spontaneous, and full of surprises – just like our boxes.

Do you think slowing down – whether it’s through food or travel – helps people make more sustainable choices?
Yes because slowing down creates space to think. When we’re rushing, we default to convenience. But when we pause, we can ask: do I really need this? What’s the impact of this choice? Slower living isn’t just about doing less, it’s about doing things with more care. It’s about enjoying the present moment to the fullest and not rushing to the next thing. It’s much more satisfying and enjoyable.

What do you wish more consumers understood about food waste or about sustainability more broadly?
That food waste isn’t just about leftovers, it happens far earlier in the chain. And that ‘sustainability’ isn’t about perfection, it’s about progress. We all have a role to play, and small changes do add up. It’s not about guilt, but about agency. And the more we reconnect with where things come from – whether that’s a carrot or a holiday – the more conscious we become.

We have teamed up with Oddbox to give Byway customers 50% off their first order. All you need to do is go to www.oddbox.co.uk and use the code BYWAY50. Happy veg eating!

For more slow travel inspiration, insights into overland routes and insider tips, subscribe to our newsletter.