As we discussed before, 40 percent of food in America gets wasted. To put things in perspective, a third of the food produced globally gets spoiled or squandered before it even reaches consumers, according to the FAO’s conservative estimates. It is a shocking fact that eliminating food waste throughout the food supply, from field to market and all the way to our restaurants and home kitchens, would make enough calories available today to feed more than 9 billion people. Just in the past year, food waste has gone from being an inconvenient truth to spurring innovative solutions. In this context, the new trend of changing consumers’ attitude toward ugly produce is a most interesting one. This good article provides an in-depth look at various initiatives that make discarded food items desirable.