Because We’re All Naturally Imperfect and We Should Eat as Such

Introducing Loblaws no name Naturally Imperfect Produce

I was about to write a bitingly funny (in my mind) story about things that happen in springtime when an email came across my desk from my friends at Loblaws. And I had to switch gears immediately to share it with you.

You all know that we’re kinda into healthy eating in Chickyland. We like to balance a diet that’s high in fruits, veggies and lean protein with suitable amounts of bagels, wine and cake. This is why it makes me really sad that fresh fruits and vegetables are too expensive and inaccessible for many people. Humans cannot live on macaroni and cheese alone, no matter how much we’d like to. We all need to put lots of things that grow in the ground and that have one ingredient (itself) into our bodies. This is a fact. I’m not making it up.

And it’s also a fact that a couple of weeks ago perfectly round cauliflowers were $4.99 and simple, smooth, and evenly sized cucumbers were $2.99.

It goes unsaid that if you’re living on a strict budget, that’s just not happening regularly, if at all. 

no name Naturally Imperfect applesHave you ever wondered what happens to all the produce that doesn’t all look pretty and uniform? I have. What do they do with the ones that don’t measure up? Do they chuck them? Use them in jam? Freeze them? Feed them to cows? We never see weirdo potatoes or those oddly shaped apples that you find at u-pick but never at the grocer.

This is because that kind of produce was previously used in juices, sauces or soups, or may not have been harvested at all due to small size.

Guess what? As part of it’s commitment to offer affordable, quality products to customers, Loblaws is changing that.

Today they announced a new product line: no name® Naturally Imperfect line of fruits and vegetables which will be available at Real Canadian Superstore® and select no frills® locations in Ontario and select Maxi® stores in Quebec. Loblaw Companies is working with partner farmers to ensure they have a market for smaller, misshapen fruit so that it does not go to waste. Which is great, because there’s a lot of folks out there who would like to feed it to their families instead of seeing it rotting on the ground. And now they can.

The first no name Naturally Imperfect products to be released are apples and potatoes. And they’ll cost up to 30% less than traditional produce options found in store (P.S. they taste just as good! My daughter crunched down on an apple and pronounced it really delicious).

This program is proof positive of two things. First of all, nobody is perfect. Not me, not you, and certainly not all the potatoes and apples in the world. And second, that we focus way too much on the look of our produce than the taste. Unless there’s a big gross bruise on it or a rotten spot, who cares if the skin has a blemish or a strange hump in the middle?

Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited says, 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.

I second that!

Let’s give three cheers for everything Naturally Imperfect.

What do you think of this idea? Is it a step in the right direction?

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