The FAO estimated that globally, 30% of all produced food is wasted. The number 1 cause for food waste is purely of cosmetic nature: as soon as a fruit or vegetable does not look like what we define as the norm, the produce will not make its way through the supply chain onto our plates. Across the supply chain the rejection of produce leads to a loss of natural resources and denies farmers of their income. Apart from the economic impact, the environmental and social damage is immense.