WALKER, MI -- Meijer customers can now get a deal on "imperfect" produce.

The Midwest retailer has begun selling a "Misfits" line of discolored, scarred or odd-size fruits and vegetables that are up to 40 percent cheaper than prettier looking produce.

Customers seem to like the idea. Meijer has sold nearly a quarter of a million pounds of the Misfits produce since introducing the option earlier this month, the retailer said.

The idea behind the Misfits line is to work with farms to repurpose fruits and vegetables that might not make it stores because of their appearance or shape.

"Meijer offers more than 600 types of produce, so the Misfits program has been an incredible extension to our overall selection," said Peter Vail, vice president of produce, deli and bakery for Meijer, in a statement.

The program dovetails with Meijer's efforts to support the USDA's goal of reducing food waste by 50 percent by the year 2030. Nearly half of the available food supply in the U.S. is never eaten, according to the National Institutes of Health

For years, Meijer has run a Midwestern food rescue program that provides more than 10 million pounds of food--or more than 8 million meals--annually to local food banks in the six state footprint where the supercenter chain operates.

What doesn't go to food banks is often recycled through composting, anaerobic digestion or animal feed. Last year, Meijer recycled over 47.8 million pounds of food waste.

The Misfits program is the result of a collaboration between Meijer and Robinson Fresh, a division of C.H. Robinson, one of the world's biggest produce suppliers.

"We understand there is produce left in the field because farmers don't think there is a market for it," says Craig Arneson, Robinson Fresh general manager of the north region. "With the Misfits program, farmers have an outlet to sell more produce and customers have an opportunity to save money and help reduce waste."

River Ridge Farms in Sparta is one of the farms taking part in the program.

"Growers work hard to try and grow apples with the perfect shape, color and size, but since apples are grown outside, they may end up with an odd shape because it grew around a branch or has low color due to growing in a shady spot on the tree," said Don Armock, president of Riveridge Produce.

The Walker-based Meijer operates 235 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin.