Canada's largest grocery retailer, Loblaw, has introduced a new line of smaller, misshapen fresh produce in a bid to ensure its consumers have access to plenty of healthy, great tasting food.
Furthering its commitment to offer affordable, quality products to customers, Loblaw has introduced the produce under the 'no name Naturally Imperfect' banner.
Starting with apples and potatoes, no name Naturally Imperfect produce costs up to 30 per cent 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 at 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 programme was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this programme, Loblaw Companies is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.
By eliminating the elements that add cost, but do not improve product quality, no name is able to deliver products comparable to national brands at a better price,' Loblaw outlined.
