Here they go again with those nifty ideas…..but are consumer’s ready to bite into them apples?

Loblaw Companies Limited  has launched a program to sell blemished, misshapen or undersized produce under the No Name Naturally Imperfect brand!

Bags of Naturally Imperfect apples and potatoes are already being sold in select grocery stores across Ontario and Quebec and cost up to 30 per cent less than other fruits and vegetables and let’s face it…mother nature doesn’t always produce a “perfect” fruit, but will this concept still fly?

In the past, the produce selected for Naturally Imperfect products might have been used for juices, sauces, soups or dehydration.  Some samples of fruit that could be found in the new branding include:  a lower-grade Red Delicious apple that might have only 50 to 60 per cent colour, with the rest of the fruit a lighter shade of green. There might also be some scarring.

Another item affected, the bulk and bagged potatoes are typically within a specific size range, with bigger or smaller spuds undesirable. This new packaging will allow all sized potatoes in a consumer pack to take home.

One of the ideas behind this strategy is that it improves accessibility to fresh fruits and vegetables for some people that may not normally be able to afford them, plus the wastage is diminished for producers.

Naturally Imperfect products are already available in some Maxi, No Frills and Real Canadian Superstore outlets and a national roll out is expected by the end of the year.

What do you think?  I say ….why not!


Let us know what you think!