Supermarket sells “ugly” produce at discounted prices to curb food waste

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When grocery shopping, everyone has a natural habit of picking and choosing the most aesthetically pleasing fruits and vegetables. However, sometimes the less attractive produce is equally as healthy and delicious.

Supermarket food that is not purchased, often for superficial reasons, is thrown out, which creates food waste. To help reduce this problem, a successful Canadian supermarket retailer is selling its imperfect produce at lesser prices. Fruits and vegetables that are misshapen or considered “ugly,” but are otherwise good, are being sold on sale at Loblaws, Canada’s largest supermarket chain.


Loblaws supermarket / Image: Niloo (Shutterstock)

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This campaign conceived to curb food waste is called “No Name Naturally Imperfect” and is taking place in select Loblaws stores in Ontario and Quebec.

According to an article by Think Progress, Loblaws Senior Vice President Ian Gordon explained in a press release, “Once you peel or cut an apple you can’t tell it once had a blemish or was misshapen.


Example of “attractive” produce. Produce that doesn’t fit consumer standards of beauty becomes food waste.

This clever campaign is an intelligent way to raise awareness of the dangers of excessive food waste. Discarded food fills up landfills and decomposes causing the emission of greenhouse gases like methane, which is toxic to our environment.

The campaign is also a way to help consumers save money on produce that is equal in nutrition to more “attractive” produce.

Image Credits: Shutterstock, Loblaws Image: Niloo / Shutterstock