This is an outbreak of the logical and if accepted by consumers I assume will reduce wastage. It is hard to say if this is the supermarkets responding to pressure groups or customer pressure, but it is to be applauded. There is more to be done though. Consumers have become distanced from the production process of the food they eat and that connection needs to be made. There could be a profit prize in here if a supermarket  (or a new challenger retailer) leads on this with a sub-brand and it resonates with the public. However, the public may not ultimately care in enough numbers to make a difference. One assumes lots of research has been done on attitudes to this. It will be interesting to watch the up-take.