Both IGA Quebec and Loblaw Companies have unveiled a new campaign of selling “ugly-looking” fruits and vegetables with the message that it’s what is on the inside that counts.
Loblaws’ new six-week trial program will see stores sell flawed produce under the No Name Naturally Imperfect brand that would otherwise be used for animal feed and food processing. The retailer was the first in Canada to start selling “unattractive” potatoes and apples under the Naturally Imperfect brand across Ontario and Quebec stores back in March.
According to Yvan Ouellet, VP of purchasing and merchandising for perishable products at Sobeys Quebec, supplier for IGA stores and a subsidiary of Empire Co. Ltd., “They taste the same and have the same nutritional value, but normally if customers see produce on display that is misshapen, they won’t choose it first.”
Having started on August 12, the campaign spotlights cucumbers, tomatoes, beats, carrots, peppers, and apples all sold at up to 30 per cent discount.
The idea of selling flawed produce at large grocery chains started to gain attention in 2014 when Intermarché, a French grocery retailer, began selling “les fruits et légumes moches” (ugly fruits and vegetables).
