Founded by friends Ann Young and Phil Wong while still students at Georgetown University MISFIT is a NOT a juice company. Yes, they do sell delicious cold-pressed juice, but their real mission is to solve the problem of the 6 billion pounds of fresh produce that is unsold or unharvested each year just because it’s ugly. We’re not talking about a bruised or wrinkled apple here, but an oddly-shaped one that is too unique for the produce aisle, or the cover of Bon Appétit magazine.
Love ugly food and change the world
You might not know it, but there is a movement to love ugly food. Grocery stores are beginning to stock their aisles with these cosmetically challenged fruits and veggies. I even found some at my local Giant. Not only are Ann and Phil working to solve the food waste problem, but their juices also limit the amount of food that ends up in landfills, reducing the amount of methane emissions in the air, and the water wasted during the growth process.
How trash can become a business opportunity
Working with CSAs, food distributors, and local farms MISFIT collects the surplus of unwanted produce and makes their 5 flavors at the food incubator, Mess Hall. A couple of flavors are changed seasonally after tons of experimentation and feedback, and they even develop certain flavors to address the specific surplus of their sourcing partners, like too many strawberries.
A startup dream made reality
In just a short time MISFIT has grown to where it can now be found at 40+ locations throughout DC, as well as in Connecticut, New York, and New Jersey. This rise has involved a lot of hustle, a fellowship at the Halcyon Incubator, utilizing their network, and of course, asking for help. Besides juice, MISFIT works to build a community that practices what it preaches, by hiring employees from nonprofits like DC Central Kitchen, and creating initiatives with The Capital Area Food Bank. Ann and Phil have big goals in store for MISFIT and looking to expand even more. So grab your bottle of “Pear to the People” and vive la révolution of ugly food.
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