When it comes to your fruits and veggies... looks don't matter.

At least that's the message of one produce company moving into madsion.

Our keely arthur is live on the east side to explain.

Good morning keely.

When you're walking through the grocery store produce section, do you normally skip over the disfigured fruit or bruised veggies?

Patrick judge..

Most of that "ugly" produce won't make it to the display shelf anyway, because people seem to want their fruits and vegetables to look perfect.

Imperfect can have a big impact in madison.

If just 2,500 residents sign up, the community would be recovering 26,450 pounds of produce each week and over 1 million pounds of produce a year.

Thanks keely.