Rather than bin hail-damaged nectarines a Hawke's Bay orchardist is urging people to look beneath the surface.
The fruit belonging to John Paynter's Yummy Fruit Company was among the young pipfruit damaged when a hail storm hit the region in early October.
Delivering hailstones the size of golf balls, and said to be the worst hail to hit the region in 25 years, it left piles of hail throughout Napier and Hastings.
"In all my time as a fruit grower, it was the worst hail storm I can remember this early in the season. While some of our fruitlets got through without a scratch, most weren't so lucky and have grown up to be a bit battle-scarred," Paynter said.
However, the "wonderful, tangy sweet flavour" remained and "we believe a few hail spots are insufficient reason to let nourishing, healthy, tasty produce go to waste", he said.
So the company is marketing the nectarines as "Hailstone Heroes".
Paynter said about one-third of all food globally was wasted, "with research showing in 2017 Kiwis wasted $1.8 billion worth of food each week".
"A contributing factor is produce not reaching the cosmetic standards required by supermarkets. With fruit and vegetables being classified as 'ugly' and disposed of, regardless of the flavour and goodness still being deliciously intact," he said.
"Just like people fruit comes in all shapes and sizes and, despite being perfectly edible, most strange-looking produce is discarded or avoided".
Paynter's goal was to reduce food waste and "increase ugly fruit consumption", while also supporting growers who had been affected
The Hailstone Heroes will be sold at participating New World, Pak'nSave and Four Square supermarkets nationwide.
The hail damaged the fruit skins, meaning they didn't "conform to expected nectarine appearances" he said.