Disformed carrots, oversized courgettes, apples in which you can’t see your own reflection; all these products often end up in the trash. Food belongs on the plate, not in the trash. However, worldwide, one third of all food ends up getting wasted along the entire value chain. Food waste can be found everywhere in that chain: over-production in agriculture and gastronomy, in the supermarkets, and private households. Over-production of food is a side effect of supermarkets’ and costumers’ high standards of their products. Supermarkets in many parts of Europe have ‘norms’ in regards to the looks of fruit and vegetables, meaning they reject for example disformed, over- or undersized carrots from farmers, but they only sell ‘perfection’ to the customers. Leading to the question: what came first, the chicken or the egg? Who decided that disformed products are not good enough, was it the supermarkets imposing that ‘standard’, or was it the demand of the costumers?