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.

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.

Out of the almost 200 growers we work with, most of our produce comes from family farms or cooperatives - 78% to be exact - while 13% comes from wholesale, 6% from farmer advocates, and 3% comes from corporate farms.

Food selection

• Produce: fresh and seasonal fruits and vegetables, including organic and conventional varieties.
• Meat, seafood, and poultry: ground beef, chicken breast, salmon, turkey.
• Plant-based items: tofu, meat substitutes, milk alternatives.
• Eggs and dairy: cage-free eggs, yogurt, cheese.

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.

On average, with every order, an Imperfect customer saves: 6.10 lbs of food from a lesser outcome (see below for what this means!) This conserves 214.41 gallons of water. It also conserves 4.78 pounds of CO2e emissions.

Customer. Imperfect Foods uses its broad grocery lineup to target grocery shoppers that want to make eco-conscious purchases.

Imperfect's food rescue model allows growers and distributors an opportunity to sell these surplus and “ugly” items instead of writing them off as a loss. This helps their bottom line, cuts down waste, and lets Imperfect pass on savings to their customers.

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.

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.

Misfits Market, Inc.Imperfect Foods / Parent organization

Target is launching a new grocery brand called Good & Gather. It will include more than 2,000 items ranging from organic snacks to fresh salad mixes and frozen meals. Target expects Good & Gather to be a multibillion-dollar brand by the end of 2020.

Your target market is the group of consumers – in this case, diners – whom you will aim to attract. They are people who are most likely to buy what you're selling. The target customer of your restaurant is a specific segment of the larger dining market.