When it comes to food, looks aren’t anything. Bright, shiny produce doesn’t have more flavor or nutrients than misshapen, gnarly pieces, so there’s no reason to ignore them. But that’s what most of us do.

Researchers estimate that about 10 million pounds of ugly fruits and vegetables are wasted yearly. That’s absurd, especially since most vegetables are peeled, cut up, grated or mashed, so we don’t even know what they look like when they make it to our plates.

Subscribing to services that mail malformed fruits and vegetables is becoming increasingly popular and a good start. However, consistently purchasing fresh, ugly produce from your local supermarket is the simplest way to reduce waste. When most people buy ugly food, it will become a staple at stores, not waste in fields or landfill.

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