When grocery shopping, everyone has a natural habit of picking and choosing the most aesthetically pleasing fruits and vegetables. However, sometimes the less attractive produce is equally as healthy and delicious.

Supermarket food that is not purchased, often for superficial reasons, is thrown out, which creates food waste. To help reduce this problem, a successful Canadian supermarket retailer is selling its imperfect produce at lesser prices. Fruits and vegetables that are misshapen or considered “ugly,” but are otherwise good, are being sold on sale at Loblaws, Canada’s largest supermarket chain.

This clever campaign is an intelligent way to raise awareness of the dangers of excessive food waste. Discarded food fills up landfills and decomposes causing the emission of greenhouse gases like methane, which is toxic to our environment.

The campaign is also a way to help consumers save money on produce that is equal in nutrition to more “attractive” produce.