More than a third of the crop of fruit and veg never reaches the shelves of supermarkets because it is misshapen or the wrong size, according to new research.
The University of Edinburgh study found that more than 50 million tonnes of fruits and vegetables that are grown throughout Europe were disposed of each year.
This was in part because they did not meet the expectations of the consumer of how it looks.
The study was published in the Journal of cleaner Production.
We examined the food loss and waste within the European Economic Area and it examines the amount of food thrown away each year before they reach the point of being sold.
The researchers attributed the loss to strict government regulations, supermarkets high standards as well as the expectations of the customers of how to produce.
We also found that contract farmers to supermarkets normally grew more food than they were required to provide, to allow for a proportion who are not considered fit to sell.
The researchers suggest that a greater awareness among consumers, and a movement towards the purchase of a sustainable way, it could encourage the selling of the ugliest of vegetables.
Stephen Porter, of the University of Edinburgh, School of earth sciences, said: “Encouraging people to be less demanding about how their fruits and vegetables could go a long way to reducing waste, reducing the impact of food production on the climate, and the relief of the food supply chain.”
In recent times, the united kingdom, the supermarkets have been making more space for the increasing amounts of less-than-perfect produce.
Last year, the supermarket chain Sainsbury launched a campaign to encourage the use of spots of banana, while Morrisons has introduced a new “wonky” range that includes avocados.
Others, including Waitrose, Tesco and Asda, have also branched out into selling misshapen fresh produce.