We’ve all chuckled at those memes of naughty-looking potatoes, duck-billed eggplant, and carrots shaped like feet—but have you ever seen such characterful vegetables in the supermarket? Each year in the U.S., some 20 billion pounds of produce go to waste because they don’t meet the perfectly straight or round or blemish-free ideal that grocery stores demand.

B2B platform Full Harvest, founded by self-described serial social entrepreneur Christine Moseley WG11, helps farmers sell these imperfect crops. Moseley, who has 10 years of food- and logistics-industry experience, believes that aggregating the supply will help farmers boost revenue and let everyone benefit from more affordable healthy food.

Read more from the Watchlist.