A supermarket in Canada is urging its customers to remember that beauty is only skin deep, as it begins selling smaller, misshapen produce to help cut waste.
Loblaws, the country’s largest food retailer, is selling ‘ugly’ groceries that are up to 30 per cent cheaper than more aesthetically pleasing products.
The wonky food is being sold for a campaign called No Name Naturally Imperfect and will begin with apples and potatoes.
Loblaw senior vice president Ian Gordon pointed out that customers often put too much stock in the look of food.
He said in a statement: ‘We often focus too much on the look of produce rather than the taste. Once you peel or cut an apple you can't tell it once had a blemish or was misshapen.