Orange’s Harris Farm Markets has participated in the Imperfect Picks campaign for the past four weeks, stocking fruit and vegetables usually considered below the visual standards demanded by supermarkets.

As part of the campaign, certain stock is judged on freshness and taste rather than looks.

Operations manager Frank Dante said farmers had been forced to throw the produce out until now. According to Horticulture Australia, wastage can account for 25 per cent of the total crop.

“Farmers either threw it out or fed it to their cattle and sheep and they lost money on it, so we are buying it up,” he said.

Discounted by half, Mr Dante said it had been popular with consumers.

“The farmer wants extra cash and the customer wants their produce a bit cheaper, so it’s a win-win really,” he said.

“There’s nothing wrong with the produce - it might be blemished or a bit larger, or there might be an extra bit of carrot, but once you peel and cook it, it’s exactly the same.

“We’ve had a massive response.”

So far, the market has stocked potatoes, eggplant, bananas, apples, carrots and zucchini.

Mr Dante believed the move would create greater competition in the fruit and vegetable market and lead to cheaper prices across the board, but farmers would get their fair share.

“I think it would be the light at the end of the tunnel - they’ve been doing it tough with prices in Sydney,” he said.

“It’ll bring the prices to where they should be.”