Loblaw Introduces Naturally Imperfect

No Name Naturally Imperfect 1Smaller misshapen produce that tastes great and is good for you, is now available at Real Canadian Superstore and select No Frills locations in Ontario and select Maxi stores in Quebec. Furthering its commitment to offer affordable, quality products to customers, Loblaw is introducing the No Name Naturally Imperfect line of fruits and vegetables today. Starting with apples and potatoes, no name Naturally Imperfect produce costs up to 30% less than traditional produce options found in store.

“We often focus too much on the look of produce rather than the taste,” said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. “Once you peel or cut an apple you can’t tell it once had a blemish or was misshapen. No Name Naturally Imperfect, is a great example of Loblaw and our vendors coming together to find an innovative way to bring nutritious food options to consumers at a great price.”

Produce involved in the No Name Naturally Imperfect program was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this program, Loblaw is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.