A step towards the revolution against food waste. Canada's largest supermarket chain will sell imperfect products at low prices to prevent them from becoming waste, with great benefits for consumers, farmers and the planet.
Don't store avocado like this: it's dangerous
One step closer to revolution against food waste. Canada's largest supermarket chain will sell i imperfect products at low prices to prevent them from becoming waste, with great benefits for consumers, farmers and the planet.
Is called Loblaw and has just launched its new line No Name Naturally Imperfect, with ugly and imperfect but good products and 30 percent lower prices than their more beautiful 'colleagues'. It currently only affects potatoes and apples, but Loblaw plans to expand the program if it goes well.
"We focus too often on the appearance of the products rather than the taste", he said Ian Gordon, Senior Vice President of Loblaw Brands. “Once you peel or cut an apple, you can't tell and it had a misshapen appearance or a stain. No Name Naturally Imperfect is a great example of how Loblaw and its suppliers have come together to find an innovative way to bring nutritious food to consumers at a great price. "
Indeed the novelty is good news for buyers, who will be able to afford the fresh and affordable food, helping to reduce the amount of perfectly edible food that is wasted each year.
The experiment has already been shown to work in France, where Intermarché saw a 24 percent increase in customers after introducing its “Ugly Fruits and Vegetables”, ugly fruits and vegetables.
Good news also for farmers, forced to use these products only for the food industry (in fruit juices, sauces or soups) or not to harvest them at all due to their small size. With this program, however, you secure a market for smaller and more deformed fruit, ensuring it doesn't go to waste.
Hopefully Loblaws' move will inspire other supermarkets to follow suit. Sure that consumers appreciate.
Roberta Ragni
Photo Credit
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