Loblaw stores plan to introduce more ugly fruit and vegetables across Canada to appeal to shoppers who are looking to save money in the face of sky high food prices. The company announced Wednesday 2 Feb, that its Naturally Imperfect produce line will be sold in the company’s stores at up to 30% less than the traditional price.
The line was introduced to stores in Ontario and Quebec a year ago to a “positive response,” and a Loblaw spokesperson said they’re starting with apples and different varieties of bell peppers in British Colombia and planning to add onions and carrots with imperfections as well.
The company launched its Naturally Imperfect line last March, offering ugly apples and potatoes to Ontario and Quebec shoppers as part of a trial run that later expanded to select stores in other provinces.
Based on the program's success, Naturally Imperfect will now include unsightly peppers, onions and mushrooms for consumers in Quebec and Ontario.
Meanwhile, Loblaw's Real Canadian Superstore, Your Independent Grocer and most No Frills stores in B.C., Alberta, Saskatchewan and Manitoba started stocking less-than-perfect apples and peppers Wednesday, and Atlantic Superstore and Your Independent Grocer locations in the Atlantic provinces started stocking Naturally Imperfect apples.
The line's produce is now also available at Your Independent Grocer and Real Canadian Superstore in Whitehorse, Yukon.
Consumers, especially those in Alberta where the economy is struggling, have flocked to Loblaw's discount offerings.
It plans to expand the program even more over the coming months.
