Smaller 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.