# Ugly Produce Packaging Loblaws' No Name Products Are Branded as 'Naturally Imperfect' By Laura McQuarrie | Published 2015-03-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/ugly-produce References: [treehugger](http://www.treehugger.com/green-food/canadian-grocer-will-sell-ugly-fruits-and-vegetables-discount.html) & [loblaw](http://www.loblaw.ca/English/Media-Centre/news-releases/news-release-details/2015/Less-than-perfect-produce-brand-launches-at-select-Loblaw-stores/default.aspx) Following in the footsteps of French supermarket Intermarché, Canada's largest grocery retailer is making efforts to get [ugly produce](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign) 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](https://www.trendhunter.com/trends/loblaw-companies-ltd) 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](https://www.trendhunter.com/trends/giant-food-and-divert), it's admirable to see that big chains are stepping up to show that aesthetics aren't everything. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 72% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Reducing Food Waste:** The trend of reducing food waste presents an opportunity for innovative solutions to packaging and selling ugly produce. - **Discounted 'ugly' Produce:** The trend of selling discounted 'ugly' produce opens up opportunities for retailers to appeal to cost-conscious consumers while reducing food waste. - **Consumer Demand for Sustainability:** The trend of consumer demand for sustainability creates opportunities for retailers to cater to eco-conscious shoppers by offering 'naturally imperfect' produce. ### Where This Applies - **Grocery Retail:** The grocery retail industry can capitalize on the trend of selling 'naturally imperfect' produce by implementing effective marketing strategies and attractive packaging. - **Packaging:** The packaging industry can explore innovative designs and materials to create eco-friendly and appealing packaging solutions for 'ugly' produce. - **Sustainable Agriculture:** The sustainable agriculture industry can benefit from the trend of reducing food waste by developing efficient farming practices and providing support to retailers who sell 'naturally imperfect' produce. ## Related on Trend Hunter - [Affordable Private Grocery Labels](https://www.trendhunter.com/trends/odds-and-ends.md) - [Affordable Grocery Store Subscriptions](https://www.trendhunter.com/trends/affordable-grocery-store.md) - [In-House Product Price Freezes](https://www.trendhunter.com/trends/loblaw-companies-ltd.md) - [Discounted Food Waste Apps](https://www.trendhunter.com/trends/food-waste-apps.md) - [Sustainable Product Packaging](https://www.trendhunter.com/trends/paperbased-solution.md) - [Compact Urban Discount Grocers](https://www.trendhunter.com/trends/no-frills-grocery-store.md) - [Upcycled Fruit Chews](https://www.trendhunter.com/trends/climate-candy.md) - [Food Waste-Combatting Smart Stickers](https://www.trendhunter.com/trends/grey-colombia.md) - [Environmentally Friendly Candies](https://www.trendhunter.com/trends/climate-candies.md)