Loblaws is taking a fabulous step toward reducing food waste that will benefit shoppers, farmers, and the planet.
Canada’s largest grocery retailer has set an exciting new precedent in the war against wasted food. Loblaw Companies Ltd. has just announced that it will sell ugly, imperfect-looking produce at prices that are 30 percent lower than their prettier counterparts.
The new campaign, launched March 12, is called the “No Name Naturally Imperfect” line and is already available at Real Canadian Superstores. It will soon reach select No Frills supermarkets in Ontario and Maxi stores in Quebec. Currently only potatoes and apples are being sold, but Loblaw has plans to expand if these do well. According to senior VP Ian Gordon:
“We often focus too much on the look of produce, rather than the taste. Once you peel or cut an apple, you can’t tell it once had a blemish or was misshapen. [This campaign] 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.”
Selling ugly produce has many benefits:
Hopefully Loblaws' move will inspire other grocery stores to follow suit. Much depends on whether North American shoppers are willing to forego aesthetics for lower prices, but if Europe is any indication, people are starting to move in this direction. 2014 was declared the year to fight food waste and French supermarket Intermarché saw its store traffic increase by 24 percent after introducing its "Inglorious Fruits and Vegetables" campaign.