Many new methods and models are addressing what has been considered food “waste” at the farm level. This panel will investigate the art and business behind reducing food waste by utilizing the entire crop, recreating lines of distribution, inventing new marketing tactics, and educating consumers. Hear from experts at the front lines of this growing movement. A farmer will outline the challenges and opportunities he faces selling imperfect fruits and vegetables. A retailer will talk about how the produce landscape is shifting and some ways that stores are educating consumers. A purchaser will talk about recreating lines of distribution and marketing this new niche to retailers and consumers alike.