Depending on the source, anywhere from 20 to 40 percent of produce in America ends up wasted. One reason why so many fruit and vegetables are thrown out is because they do not conform to what retailers and consumers believe fresh food should look like. Tomatoes too wide for a hamburger bun, carrots that look like something out of an anatomy textbook, and cucumbers that dare to be curved almost never make the shelves at grocery chains from Walmart to Whole Foods. But Whole Foods, the supermarket that has arguably made organic and socially-conscious foods mainstream, announced that it will start selling “ugly” fruits and vegetables.