Imperfect, but tasty, produce going on sale in P.E.I.

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Loblaws will be selling its imperfect line of produce in P.E.I. at discount prices.

Produce that perhaps tastes better than it looks will be sold at discount pricing in numerous P.E.I. grocery stores.

Loblaw Companies is making smaller or misshapen produce – there no name® Naturally Imperfect line of fruits and vegetables -- available here.

Starting with apples, no name® Naturally Imperfect™ produce costs up to 30 per cent less than traditional produce options found in store, the company says in a statement.

Launched in March 2015 with apples and potatoes in Ontario and Quebec, no name® Naturally Imperfect™ produce can now be found across the country in select Loblaw banner stores.

“When it comes to produce, Canadians know that beauty is more than skin deep,” said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited.

“Our customers recognize they get the same flavour and nutritional benefits in spite of appearances. The positive response to our initial offering of apples and potatoes in Ontario and Quebec demonstrated the opportunity to expand the no name® Naturally Imperfect™ line and offer more selection at a great price to more Canadian families.”

Produce included in the no name® Naturally Imperfect™ program was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this program, Loblaw Companies is working to ensure farmers have a market for smaller, misshapen fruit so that it does not go to waste.

Ellen Panting, registered dietitian with Atlantic Superstore locations in Charlottetown, Summerside and Montague, said the introduction of the no name® Naturally Imperfect™ line of fruits and vegetables to their stores is “great news for our customers, especially those who are looking to stretch their food dollars and still make healthy choices.” 

Organizations: Loblaw Companies

Geographic location: Ontario, Quebec, Charlottetown

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Recent comments

    March 04, 2016 - 15:44

    We already have imperfect apples and potatoes here. They are called "Locally grown"

  • Islander against poverty
    March 04, 2016 - 14:31

    I wish that grocery stores would not be able to waste any food and I personally would commit to any store who makes a great effort to curb food waste. I cannot even imagine the amount of food that is thrown out every day. The selling of imperfect food is a good step in helping families eat healthy but we need to be increasingly mindful of waste. France is leading the way and making it illegal to throw away food that is edible. Applauding the efforts, now let's do more!