Fruit lovers are being asked to support Hawke's Bay orchardists, by buying nectarines damaged in the heaviest hail in the region in over 20 years,
The hailstorm in early October caused havoc in the main nectarine growing area of the Hawkes Bay, affecting the appearance of almost all the Yummy brand nectarine's baby fruit skin.
The damaged "Hailstone Hero" nectarines are now being sold in selected supermarkets.
The company said while the hail hasn't affected the size, flavour quality or eating experience, the fruit is not perfect.
"With the fruit's skin now appearing to 'look funny' due to the impact of the hail spots; this doesn't conform to expected nectarine appearances.
"This fruit has survived the worst stone fruit hailstorm in recent memory-true hailstone heroes!"
It said a contributing factor to food wastage was the produce not reaching the cosmetic standards required by supermarkets.
"We believe a few hail spots are insufficient reason to let nourishing, healthy, tasty produce go to waste."
"Just like people fruit comes in all shapes and sizes and despite being perfectly edible most strange-looking produce is discarded or avoided.
"Please support our local growers, and encourage others to look and taste beneath the skin!"