loblaw no nameCanadian retailer Loblaw is expanding its no name Naturally Imperfect private brand products to include peppers, onions, pears, carrots and mushrooms, giving consumers greater access to fresh produce at affordable prices. no name Naturally Imperfect is a line of fruits and vegetables that while smaller in size or slightly misshapen, still tastes as great as regular produce varieties.

Launched in March 2015 with apples and potatoes, no name Naturally Imperfect produce can now be found across Ontario in select no frills, Real Canadian Superstore, Zehrs Your Independent Grocer and Loblaws stores.

“When it comes to produce, Canadians know that beauty is more than skin deep,” said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. “Our customers recognize that they get the same flavor and nutritional benefits in spite of appearances. The positive response to our initial offering of apples and potatoes demonstrated the opportunity to expand the no name Naturally Imperfect line and offer more selection at a great price to Canadian families.”

no name Naturally Imperfect produce costs up to 30% less than traditional produce options found in store. Produce selected for the no name Naturally Imperfect program was previously used in juices, sauces or soups, or may not have been harvested due to its small size.

The Loblaw produce teams continue to work with partners to further deepen the offering. Customers should be on the lookout for more no name Naturally Imperfect products before the end of the year.

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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.