Problem: Food waste is a major issue from both an environmental as well as an economic perspective. In Europe alone, 90 million tons of food is wasted in the food supply chain every year. In order to reduce these excessive costs and the environmental impact, new food waste management strategies need to be developed and established. The food waste management strategies established in the retail stage are limited as the retail stage is an area of the food supply chain that has been neglected in research.   Purpose: This thesis explores the food waste management of fresh fruits and vegetables out of retailer´s perspective. In specific, it assesses the potential effects for Swedish supermarkets in which have established processes where non-sellable products are recycled through conversion in-house.   Method: This qualitative study has been performed through observational studies with semi-structured interviews to complement the observational findings. The empirical data is collected at Swedish supermarkets that have conversion processes established in their organization. The respondents were either store managers or managers for perishable goods. The data were analysed using the content analysis approach.   Findings: The results of our research reveal that conversion activities of fresh fruits and vegetables result in less food waste and positive economic outcomes. To create higher economic value of the food waste conversion, the conversion of fresh fruits and vegetables should be performed in combination with other product categories.