Canadian market launches 'scratch-n-dent' produce line

Canada’s leading grocer has developed a novel idea that its supermarket competitors in the U.S. may want to think about using.

Loblaw has introduced Naturally Imperfect-labeled produce. The company describes the new line as the smaller, misshapen produce that still tastes great and is good for you. The produce will now be available at stores in Ontario and Quebec.

"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."

Starting with apples and potatoes, no name Naturally Imperfect produce will cost up to 30% less than traditional produce options found in store. 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.

With this program, Loblaw Companies says it is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.

With more than 2,300 corporate, franchised and associate-owned locations, Loblaw, its franchisees, and associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.