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 â there no nameÂ® Naturally Imperfectâ¢ line of fruits and vegetables -- available here.
Starting with apples, no nameÂ® Naturally Imperfectâ¢ 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 nameÂ® Naturally Imperfectâ¢ produce can now be found across the country in select Loblaw banner stores.
âWhen it comes to produce, Canadians know that beauty is more than skin deep,â said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited.
âOur 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 nameÂ® Naturally Imperfectâ¢ line and offer more selection at a great price to more Canadian families.â
Produce included in the no nameÂ® Naturally Imperfectâ¢ 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 nameÂ® Naturally Imperfectâ¢ line of fruits and vegetables to their stores is âgreat news for our customers, especially those who are looking to stretch their food dollars and still make healthy choices.â