An Otago University PhD student says children can help in the fight against food waste.

A study has shown children are more accepting than adults of suboptimal fruit and veges, offering retailers marketing opportunities.

PhD student Annesha Makhal told Mike Hosking almost 45 percent of fruit and veges are thrown away each year globally.

"Ugly produce appeals to kids, because they use their imagination and have fun.

"Food marketers can reap the benefits of having ugly, but delicious produce."

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