Misfit Markets is doubling down on “ugly” produce. YPulse told you about Misfit Markets’ mission to reduce food waste by serving up “ugly” produce (a.k.a. the items that get dumped due to their unshapely edges or otherwise imperfect appearance) via a subscription service selling the produce at a discounted cost. With online grocery shopping becoming more popular because of the pandemic, Misfit Markets is using humor, content, and partnerships to connect with young and eco-conscious consumers. The brand recently partnered with Urban Outfitters and Anthropologie for pop-up experiences; a social media content partnership with Bobby Flay is helping drive the brand’s engagement via produce unboxing videos; a co-hosted virtual cooking series with Food52 is offering at-home foodies a step-by-step guide; a branded van is taking the Misfit Markets’ mission on an 18-city tour to educate consumers about food waste. With education a big part of the brand’s digital marketing strategy, Misfit’s vp of marketing Holly Eagleson notes “the whole goal is to be seen in places you wouldn’t expect…we want to be where people who have a sustainability mindset are going to be.” (Adweek)
