Here at REBEL & REASON, we celebrate rebellious enterprises that slay the monsters that contradict their core value systems, regardless of whether or not these perceived business beasts drive bottom-line dollars to their profit margins. We also recognize that some companies don't just eliminate these temporary corporate monsters and carry on with business as usual. Some inherently mutinous organizations, like Misfits Market, actually build their entire corporate concept on permanently eliminating these monstrous entities from consumers' social consciousness.
Approximately Half of all U.S. Fruits and Vegetables Go to Waste
The business monster Misfits Market continuously strives to slay for online buyers? The premise that food has to look good to both taste good and do good. The company also has a thing or two to say about the price and scarcity of fresh, healthy food here in the U.S.
According to the Misfits Market website, many Americans don't have consistent access to high-quality, nutritious produce, for a myriad of reasons. Chief amongst them? Many fruits and vegetables never make it from the farm to our forks simply because we just don't like the way they look. Recent statistics suggest that approximately half of all produce grown in the U.S. is wasted due to "unrealistic and unyielding cosmetic standards."
Misfits Markets Encourage Food Buyers To "Eat Ugly"
Misfits Market launched its operations as a means to redefine the way we choose and consume fresh foods, establishing a "beauty is in the eye of the beholder" posture with their produce subscriptions and challenging us all to "eat ugly." Each month, Misfits Market subscribers receive a box of delicious (and heavily discounted) "misfit" produce – fruits and vegetables that would typically be left to rot in a field simply based on the way they look.
Subscribers can choose from three packages to suit their specific food needs or to gift to someone else. The produce is delivered in eco-friendly packaging directly to consumers' doors for optimal convenience. Beyond helping U.S. shoppers reassess their visual relationship with food, Misfit Market packages also help bridge the accessibility gap by delivering to a wide range of regions that aren't near farms or supermarkets – ultimately slaying two agronomic monsters in one fell swoop.
REBEL & REASONS helps brands identify their business superpowers to slay their own invisible corporate monsters. Contact us today to hear more.
Lastly, our blog post "How Professional Rebels Continuously See What is Invisible to Others" is in the finals for the 2019 Business Innovation Brief MVP Awards! Make sure to vote for us here before 11/25.