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.

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.

It's good for getting basics delivered every week. I have found that I'm buying less and less produce from them because it's more expensive than in the store. The fruits and veggies were good, the other products were great as well!

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 History The first seeds for Imperfect Produce were planted by Ben Simon, a food waste warrior since his college days when he founded the Food Recovery Network as a means of connecting local hunger-fighting nonprofits with unconsumed cafeteria food that would have otherwise ended up in his school's dumpster.

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

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.

Founded in 2015 and now boasting some 400,000 customers, Imperfect Foods claims to have recovered over 116 million pounds of food that would have wound up in the trash heap. It says its “farm to fridge infrastructure embraces all cosmetic imperfections like blemishes or irregular sizes for a less wasteful world.”

Pizza and BBQ are Top Global Food Choices Pizza wins by a landslide regarding top global food choices, with over 60 million tags on Instagram in 2023. Barbeque is a distant second to the world's most popular meal type.

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.

The takeaway While the sites have similar stock, Misfits Market is great for those who also want pet products and wine. Imperfect Foods is an excellent option for produce and pantry staples. If you're hoping to avoid grocery shopping altogether, try one of our favorite organic meal delivery services.