The toy maker is selling the new limited edition toy it has called “Wonky Mr. Potato Head” in collaboration with Asda’s Wonky Veg project. Toy News reports that the effort is a way to bring awareness to food waste as well as raise funds for a charitable organization dedicated to the cause.

All proceeds from the sale will go to FareShare, which provides low-income families across the U.K. with affordable and healthy produce. The eBay auction began on June 27 and will end on July 3. At the time of writing, there have been 39 bids reaching £220, or about $293.

Photo courtesy of Hasbro

“It’s the taste, not the shape that counts, and the charities and community groups we support can turn them into delicious meals for people in need,” FareShare corporate development officer Daniel Nicholls told Toy News. “We are very grateful that the proceeds from this unique Wonky Mr. Potato Head auction will enable us to help those charities feed more people, and we’d encourage people to bid big. Every £1 we raise will mean we can provide enough food to make four meals for vulnerable and hungry men, women, and children here in the U.K.”

The Institution of Mechanical Engineers released a report in 2013 that stated 2 billion tons of food are wasted every year worldwide, with the U.K. leading the pack in the E.U. Not only can the extra food feed the hungry, but reducing food waste can also help curb the effects of climate change.