A bruised apple a day may keep the doctor away – and it will cost you a little less.
Grocery goliath Loblaw announced March 12 that is launching a line of “less-than-perfect” fruit and vegetables and marketing it under the name Naturally Imperfect.
“We often focus too much on the look of produce rather than the taste," said Ian Gordon, senior vice-president of 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.”
The fruit and vegetables available in the new line will cost 30% less than other produce.
Some Naturally Imperfect produce is misshapen or dented and would have, in the past, been used only in juices, soups and sauces. Other fruits and vegetables in the line are undersized and would otherwise not have been harvested due to their size.
The line is now available at Real Canadian Superstore and some No Frills store in Ontario and Maxi stores in Quebec.
Loblaw announced earlier this week that it would be spending $1.2 billion to build 50 new stores and renovate 100 existing locations.
- With files from Glen Korstrom
