BRAMPTON, ON - Loblaw is introducing smaller, misshapen produce to its stores, at prices up to 30 percent less than traditional counterparts.

Loblaw will be introducing this new program at Real Canadian Superstore® and select no frills® locations in Ontario and select Maxi® stores in Quebec. The no name® Naturally Imperfect™ line of fruits and vegetables will start with apples and potatoes. 

"We often focus too much on the look of produce rather than the taste," said Ian Gordon, Senior Vice President, 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."   

Produce involved 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, according to a press release. Loblaw is working to create a market for smaller, misshapen fruit, ensuring it does not go to waste.

The U.N. Food and Agriculture Organization estimates that global food wastage was responsible for 3.6 billion tons of CO2 equivalent emissions in 2007, the most recent year for which data is available. Wasted food also takes nearly 60 cubic miles of water to produce every year.

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Loblaw Companies