Canadian farmers may have a new market for smaller, misshapen produce.
Loblaw has introduced it's no name Naturally Imperfect line of fruits and vegetables.
The line will start out selling apples and potatoes.
Loblaw says the produce will cost up to 30 per cent less than traditional produce options found in stores.
According to the company, the produce involved in the new line would previously have been used in juices, sauces or soups or may not have been harvested at all because of their small size.
The Naturally Imperfect line is not available in all Loblaw stores.
It will be offered in their Real Canadian Superstores and select no frills locations in Ontario and select Maxi stores in Quebec.
Senior Vice President Ian Gordon says it's an example of vendors coming together to find an innovative way to bring nutritious food options to consumers at a great price.
