Fruits and vegetables are a cornerstone of healthy and sustainable diets. Paradoxically, despite global consumption levels falling below recommendations worldwide, they are among the most lost and wasted food groups along the agri-food supply chain. The aim of this study was to qualitively explore the loss and waste of fruits and vegetables in Uruguay, a high-income Latin American country, from the perspective of diverse stakeholders. Semi-structured interviews were conducted with 20 key informants. Results suggest that most fruit and vegetable losses and waste occur at the production stage. Key causes identified include the commercial quality standards based on aesthetic criteria, overproduction resulting from uncoordinated planning, technological limitations in post-harvest handling, and the limited capacity of the national industry to absorb surpluses and suboptimal products. These structural factors are compounded by cultural dimensions, such as reluctance to consume imperfect-looking products or non-traditional edible parts. Interviewees proposed multiple strategies to reduce losses and waste, including awareness campaigns to revalue aesthetically imperfect products; strengthening coordination and planning within the production sector; investment in infrastructure and technology for appropriate product handling; implementation of recovery and redistribution processes; and the valorization of surplus and off-grade products through industrial processing. The central role of consumers was emphasized in reshaping demand patterns to foster more inclusive quality standards. These findings highlight the need for a systemic and cross-sectoral approach to reduce fruit and vegetable loss and waste in the country and to advance towards more sustainable, equitable, and resilient food systems.