Loblaws' No Name Products Are Branded as 'Naturally Imperfect'

By: Laura McQuarrie - Mar 18, 2015
References: loblaw & treehugger
Following in the footsteps of French supermarket Intermarché, Canada's largest grocery retailer is making efforts to get ugly produce off the shelves. Because store displays are often set up to show off the most appealing and perfectly shaped fruits and vegetables, there ends up being a lot of misshapen foods that go to waste—just because they look a little funny. In an attempt to counter this, Loblaws is appealing to shoppers with a new line of 'Naturally Imperfect' products.

The best part about these ugly pieces of produce is that they will be sold at a discount that's 30% less than comparable attractive produce. In the battle against food waste, it's admirable to see that big chains are stepping up to show that aesthetics aren't everything.