Misfits Market
Misfits Market is a subscription-based grocery delivery service that offers affordable organic produce and pantry staples, rescuing items that don’t meet grocery store cosmetic standards. Since launching in 2018, it has expanded its impact by acquiring Imperfect Foods in 2022 and The Rounds in 2025 to further its mission of reducing food waste and making sustainable shopping accessible.
Misfits Market is a subscription-based grocery delivery service that was launched in 2018 with a mission to tackle food waste and make high-quality groceries more accessible and affordable. The company specializes in sourcing organic and sustainably produced foods, especially fruits and vegetables that are rejected by traditional grocery stores due to minor cosmetic imperfections, size irregularities, or surplus supply. While these items might not meet strict retail aesthetic standards, they’re perfectly fresh, nutritious, and flavorful.
Misfits Market delivers these “misfit” items directly to consumers’ doors, offering a more affordable and eco-friendly alternative to traditional grocery shopping. Over time, the company expanded beyond just produce, now offering a wide range of pantry staples, meats, dairy products, and snacks – many of which are rescued or sustainably sourced.
In a major move toward consolidating the imperfect food industry, Misfits Market acquired its largest rival, Imperfect Foods, in 2022. This merger created one of the most influential forces in the food rescue and direct-to-consumer grocery space. Then in 2025, Misfits Market acquired The Rounds, a zero-waste, refillable delivery service, further strengthening its sustainability-focused offerings and expanding its presence in urban markets.
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