Coles has joined Woolworths in selling fruit and vegetables with imperfections in an attempt to cut food waste.

The major supermarket announced the initiative Tuesday, explaining that the produce will always be cheaper per kilogram than its unblemished counterparts, even when those products are on sale.

According to fruit retail chain Harris Farm Markets, around 25 per cent of Australian produce never leaves the farm because it does not meet cosmetic standards.

Coles' imperfect produce, dubbed the I’m Perfect range, is currently undergoing a trial in Victoria and South Australia. Apples, pears, oranges, lemons, onions, carrots and sweet potatoes are all part of the range.

“Our customers know that regardless of shape, size or any small cosmetic blemishes, Coles produce is fresh and bursting with flavour,” said Coles general manager of produce, Brad Gorman.

“So when we were thinking how to package produce that looked a little less than perfect, we thought we’d celebrate the fact that great-tasting fruit and veggies come in all shapes and sizes.”

Coles had previously used imperfect fruit and vegetables in its zucchini and sweet potato noodles, sweet potato chips, frozen banana pieces, muffins and broccoli and cauliflower rice.

Woolworths began a similar initiative in 2014 with its Odd Bunch campaign. Under this campaign, ugly produce is sold at reduced prices, and was the first of its kind in Australia.

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