Bay Area shoppers will soon be able to get a new kind of local produce at Whole Foods stores. Affectionately known as ugly produce, the fruits and vegetables are perfectly healthy and safe yet are usually left to rot because they don't meet typical supermarket cosmetic standards. Bags of the aesthetically challenged produce will arrive at Northern California Whole Foods outposts later this month ... thanks to Emeryville's Imperfect, one of several new Bay Area companies taking advantage of crops that are usually wasted in California fields. Of the estimated 62.5 million tons of food Americans waste annually, much more is generated in homes, stores and restaurants than farms, but the loss at farms is more suitable for reuse, [and is] responsible for almost 20 percent of American food waste. For some specialty California crops, such as greens, 50 percent is left in the field because it's not worth harvesting, said Christine Moseley, founder and chief executive officer of Full Harvest, a San Francisco startup that aggregates ugly produce from Salinas Valley growers for Bay Area food and beverage companies. "I found out that there's this massive problem with food waste, and I saw that as an opportunity," said Moseley. She has projects in the works with larger national companies and has contracts in place to deliver 1 million pounds of imperfect and surplus produce this year. Since it launched last year, Full Harvest has rescued 15,000 pounds of previously worthless produce.