Misfits Market Receives $16 Million to Fight Food Waste
One-fifth of produce is thrown away because it’s “ugly.”
Jun 17, 2019
ALEXANDRIA, Va.—A report by the Boston Consulting Group found that worldwide food loss and waste is projected to be about $1.2 trillion per year by 2030, and the unfortunate reality is that a significant portion of that disposed food is simply “not pretty enough.”
A Fast Company story highlighted how Misfits Market is fighting food waste fight by buying misshapen food. Since 2018, they have rescued more than 2.5 million pounds of certified organic, non-GMO, handpicked produce that would have otherwise gone to waste. Most recently, the company received a $16.5 million Series A round to build a new distribution facility in New Jersey to expand its reach on the East Coast.
If you want to sign up for weekly delivery of funny-looking, great-tasting produce, it costs around $20 a week for a small box or $34 for a big box, or you can test the service for either $23.75 or $42.50 as a one-time purchase.
As reported in NACS Daily, a concept focused on “ugly” produce isn’t new. Whole Foods and Walmart began selling these “undesired” fruits and vegetables in 2016, and a number of startups have focused on the idea. Kroger announced plans last year for its Peculiar Picks program, featuring produce that doesn’t meet typical retail standards for color, shape or size. The grocer’s Zero Hunger Zero Waste initiative aims to divert unused food and reduce waste by 2025.
Sustainability
