People generally tend to pick out the best looking fruits and vegetables when shopping for produce, but Canadian supermarket chain Loblaws is tempting customers with misshapen, blemished produce instead, by pricing them 30 percent lower than normal-looking ones.
A trial run of the ugly food line, named ‘Naturally Imperfect’, began in March last year with only apples and potatoes to choose from. Consumer demand has been so huge that Loblaws is now going to introduce more unsightly vegetable and fruit options like peppers, onions, and mushrooms. The line is available at other stores as well, including Real Canadian Superstore, Zehrs, and Your Independent Grocer.
All the produce that will be sold through Naturally Imperfect would otherwise have been used in juices, sauces, or soups, or would have not been harvested at all. Senior Loblaw director Dan Branson explained last year that this sort of program was a win-win arrangement for both food producers who would otherwise have to let substandard harvest go to waste, and consumers who could afford fresh produce at regular prices. And he was right, given how popular the line has become.