Imperfect Foods is a grocery delivery service on a mission to build a more accessible and less wasteful food system. We offer a wide assortment of sustainable, affordable groceries that make grocery shopping an effortless and delightful experience.

We offer a full lineup of carefully curated groceries that are the best of their kind, a little imperfect, and always delicious. This includes farm fresh produce, pantry staples, animal and plant-based proteins, dairy and alternatives, beverages, snacks, and more.

Business Model Imperfect Foods acts as an online grocer, taking the goods onto its balance sheet and making revenue on the prices sold to consumers. It does not charge subscription fees. Its margins are calculated by the difference between grocery sale revenue and the cost of sourcing and supply chain operations.

Misfits Market Misfits Market and Imperfect Foods share the same core DNA, so uniting forces will allow us both to double down on accessibility, affordability, and sustainability. As a combined company, we will be able to make an even bigger dent in the food waste problem.

Imperfect Produce launched in 2015 as a crowdfunded startup with a mission to eliminate food waste. Six years and $239 million in funding later, the company has lost its way, seven employees who left within the past year said. It has also lost two CEOs, half its C-suite, and its pandemic sales bump.

Misfits Market, Inc.Imperfect Foods / Parent organization

The company now has 10,000 active subscribers (some of whom get a delivery every other week), all in the Bay Area. (Imperfect Produce is headquartered in Emeryville.) Its slogan: “Ugly Produce. Delivered.”

We offer both organic and conventional groceries. You get to pick exactly what you want in every order! All of our organic products are non-GMO. If you'd like a box with all organic fruits and veggies, you can specify that during sign up, or by choosing only organic produce when customizing your box.

Definition: Imperfect competition is a competitive market situation where there are many sellers, but they are selling heterogeneous (dissimilar) goods as opposed to the perfect competitive market scenario.

The most common examples of imperfect competition are monopoly, monopolistic competition, and oligopoly.

Misfits Market, Inc.Imperfect Foods / Parent organization

Ultimately, our philosophy as a company is “follow the waste,” which means we'll rescue food from anywhere we can. Since over 80% of the fresh produce in the U.S. is grown in California, this is where we source the majority of our fruits and veggies for all of our markets.

Why buy imperfect? It's just as tasty and healthy and it's cheaper for you to buy. Slightly bruised bananas are still great in a smoothie or banana bread. Carrots that don't look 'perfect' can still be grated, chopped or pureed.

How did Imperfect Foods come to be? We are a retailer that started in 2015. We put sustainability at the forefront of everything we do. We started with imperfect produce that was being rejected by larger retailers because it didn't meet their beauty standards.

Imperfect Foods was founded in 2015 by Ben Simon and Ben Chesler with the mission of eliminating the 35% of food that ends up wasted in the US annually and building a better food system.