The Misfits Market Origin Story
An absurd amount of food is wasted in the U.S., and it’s a serious and growing issue. About half of the total crop grown by American farms – we’re talking billions of pounds of produce each year – is thrown away simply because it doesn’t look right and doesn’t match the standard shapes and sizes that grocery stores demand.
Knowing that looks don’t define flavor, founder and CEO Abhi Ramesh recognized that these misfit fruits and vegetables are not only edible but often even more delicious than their “prettier” counterparts. In 2018, Ramesh set out to rescue quirky produce and reduce waste in an innovative way, all while helping farmers thrive.
Though the brand is still young, Misfits Market has already seen inspiring success, particularly during the 2020 Covid-19 pandemic and subsequent quarantine. Now, with Americans making more meals at home and utilizing food delivery services more than ever before, Misfits Market has been able to provide access to healthy, funny-looking, farm-fresh fruits and veggies delivered at bargain prices – a deal too delicious to pass.