New line of produce called “Naturally Imperfect” in No Frills stores

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There’s a new line of produce at No Frills, that’s hoping to change our shopping standards. It’s called “Naturally Imperfect”. They store is selling apples and potatoes that wouldn’t normally make the cut, at a cut price. It’s part of a growing movement asking people to rethink what “good food” looks like.

Does this apple look good enough to eat? That’s what Loblaw Companies Ltd. wants shoppers to ask themselves before buying a bag of “No Name Naturally Imperfect” apples or potatoes. “Our premium fruits fit into only a certain range, but on either side of that, there’s exceptional eating fruits and vegetables that really present a tremendous and exceptional value to our customer” says Dan Branson, Loblaw Senior Director.

Normally, the produce would have been juiced, canned or even thrown away. But the esthetically underwhelming items are being given a second chance despite their surface flaws. Last year, a similar, but more extreme, project in France offered shoppers misshapen carrots and fruit at a discount to raise awareness about food waste. It flew off the shelves.
The “Naturally Imperfect” brand is already for sale in some ‘Real Canadian Superstore’ and ‘No Frills’ locations. They’re rolling out across Ontario in the next few weeks.

The discount is about 30 percent. For 5 dollars you get a six pound bag of imperfect apples – compared to a four pound bag of top grade fruit.

Depending on the success of the small potatoes, Loblaw will consider stocking other “ugly” fruits and veggies on its shelves. Some of the fruit and potatoes have visible scars but not bruises – and for consumers, that’s an important distinction. Loblaw says the taste and texture on the inside is the same as their premium quality counterparts.