Supermarkets and farms have acted to ensure they discard fewer "ugly" and "wonky" fruit and vegetables. However, the bulk of the problem lies with households.
Feeding Melbourne generates over 900,000 tonnes of edible food waste every year, enough to feed more than 2 million people.
Major food retailers say they are aiming for zero food waste - but are transferring the costs onto not-for-profit groups and suppliers.
Humans are programmed to chose colourful, symmetrical food. But ugly alternatives are cheap and cut waste.
Convincing people to love ugly food makes sense for farmers and retailers, but will shoppers buy it?