Just because a piece of fruit or veggie is a little ugly doesn’t mean it’s not edible, or even delicious. As a way to cut down on waste from the farm to the produce section and your home kitchen, Loblaw’s no name brand is expanding their “Naturally Imperfect” produce offerings to Western Canada.
Available at select stores, the program is rolling out in B.C. and Alberta with apples, peppers, and cucumbers whose true beauty is more than “skin deep.” Consumers will find prices for these items are up to 30% less than the “prettier” traditional options in the same store.
Previously, produce that qualifies as “naturally imperfect” would be used for juices, sauces or soups, or even not harvested to begin with. But by giving these fruits and veggies a platform to be sold, Loblaw is able to help farmers cut down on waste, too. Loblaws says they are looking to expand their no name Naturally Imperfect program to work with more farmers and to include more fruits and veggies.
The “ugly” fruit and veggie movement has roots in France, thanks to supermarket chain Intermarché rolling out an imperfect produce offering in 2014. France took things to the next level the following year by mandating stores distribute unsold food to charitable organizations in an effort to curb waste. Loblaws introduced their “Naturally Imperfect” line in Ontario stores in 2015.
Shoppers who don’t mind their apples and peppers on the less-than-perfect side will find no name Naturally Imperfect produce at these Calgary-area stores:
Real Canadian Superstore