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In recent years, it seems like we’ve heard a lot about sustainable choices in fashion, energy, and even technology. But what about something as everyday as our groceries and the food we eat? Sustainable groceries might sound like just another buzzword in a sea of confusing lingo, but companies like Misfits Market are proving that eco-friendly food shopping can be more than a weekly farmer’s market visit—by bringing farmer’s market quality food directly to you!
Without the people-to-people interaction. And the need for cash instead of my debit card. And the limited product selection. Misfits Market, and companies like it, has eliminated all of my anxieties about the farmer’s market (at least the small one in my community) and is committed to making your weekly grocery hauls more sustainable.
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Why Sustainable Groceries Matter
The idea of sustainable groceries or even eating sustainably is about more than choosing local, organic produce or avoiding plastic bags at the store. It’s a movement that considers the entire lifecycle of food, from farm to fork.
Surprisingly, about a third of all food produced globally goes to waste, much of it before it even reaches us as consumers. Before we buy it, food waste can come from problems growing or harvesting the produce or even transporting and processing to get it ready to be purchased. Produce that’s too big or unsightly might just be left in the field. Food that may look perfectly ripe and edible at harvest may be too ripe by the time it reaches the consumer, so it’s never harvested.
Once the food gets to the grocery store, there are many other issue that could lead to food being wasted, such as the store over-ordering or removing blemished and “ugly” produce before it reaches their shelves.
All of that adds up. It’s not just wasted food—it’s wasted water, land, and energy, all of which could be put to better use.
When companies offer truly sustainable groceries, they’re tackling these issues head-on. For instance, Misfits Market was founded on rescuing the “ugly” or surplus produce that might otherwise be thrown out due to cosmetic imperfections. By giving these perfectly good items a second chance, they help reduce food waste and make a positive environmental impact.
What is “Ugly” Produce?
When we talk about “ugly” produce, we’re referring to fruits and vegetables that have minor cosmetic blemishes or imperfections that don’t affect their overall taste, quality, or nutrition but don’t fit the typical “beauty” standards set by grocery stores. Think of a misshapen potato, a carrot with two “legs,” or an apple with a little scar on its skin. These quirks and blemishes don’t impact the food’s flavor or nutritional value, but they can prevent it from ever making it to store shelves.On one hand, I would probably never buy a bruised apple at the store. Or the potato with a couple of weird holes in it. Or produce that is slightly too small or too big – which, I guess, makes me part of the problem!!
I, sure as shit, would eat those items from my garden. I can cut off the bruised piece of my apple or the weird potato holes and 1000% eat it without any problems or questions asked. My brain seems to have double standards.
But the grocery store is just too expensive for some of these imperfection, or I’m paying the SAME EXACT AMOUNT for the too small vegetables as I would for the “normal” sized vegetables.
Grocery Store Guidelines
All of our dollars have to stretch super far, and the standardized approach of grocery stores just doesn’t work for us, or our farmers anymore. Most supermarkets have strict aesthetic standards for the produce they carry. They want fruits and vegetables that look uniform and pristine because they believe this is what consumers want. But in reality, nature doesn’t always create perfect circles or flawless skins. These natural variations are just part of the growing process. A slightly lumpy tomato or a banana with a few brown spots is just as nutritious as one that looks “perfect”—but it’s often rejected by retailers for its appearance alone.
Unfortunately, when stores pass over produce for these cosmetic reasons, it often goes to waste. Millions of pounds of perfectly good food are discarded each year simply because it doesn’t look a certain way. This waste represents a massive environmental loss—not just in terms of the food itself, but also the water, energy, and resources that went into growing it.
By embracing “ugly” but delicious produce through companies like Misfits Market, we’re helping to keep this perfectly good food out of landfills. When we buy a funny-shaped carrot or a slightly scarred apple, we’re reducing unnecessary food waste, saving resources, and enjoying fresh, nutritious food that might otherwise be thrown out.
How Misfits Market is Making Groceries More Sustainable
One of the biggest challenges in sustainable groceries is sourcing. Misfits Market partners directly with farmers and producers to buy up surplus or “misfit” produce that often doesn’t meet traditional cosmetic standards. By purchasing this produce, they’re reducing waste, sure, but they are also supporting farmers who might otherwise struggle to sell these blemished items.
For consumers, Misfits Market provides an affordable way to access organic, fresh produce without the premium prices associated with sustainable groceries at our local grocery stores. Through a subscription model, they deliver this produce right to your door, so there’s no need to make an extra trip to specialty stores. It’s a simple way to make more sustainable choices without complicating your grocery shopping.
I’ve been a fan of Misfits Market’s mission for several years. I WANT the ugly produce to be purchased, loved, and enjoyed. I want to save money on my groceries, especially produce that would otherwise be unused and tossed. But Misfits hasn’t been available in my rural area. Every time I put in my details and zip code, I was told service was not available in my area. And FINALLY it is! I’m excited to finally be able to help stop food waste outside of composting or growing our own herbs and vegetables.
The Environmental Benefits of Choosing Sustainable Groceries
The environmental benefits of sustainable groceries go beyond just saving food and reducing food waste. By rescuing surplus or ugly produce, companies like Misfits Market are helping with the water conservation and energy consumption it took to grow that food. For instance, it takes several gallons of water to grow just one pound of vegetables. When food is wasted, all that water is essentially wasted too.
There’s also the impact on greenhouse gas emissions. Food that rots in landfills are in an anaerobic environment (without oxygen) and end up creating and releasing methane, a potent greenhouse gas that contributes to climate change. When we buy sustainable groceries—like those from Misfits Market—we’re helping to reduce this kind of waste and lower methane emissions, one box of produce at a time.
Sustainable Groceries Put Power in the Hands of Consumers
The beauty of buying sustainable groceries is that they empower us to take action by letting us shop sustainably. We’ve all felt overwhelmed by the idea of sustainable living at some point, but making eco-friendly choices with our groceries is something we can actually control very easily. Without having to go to the grocery store and peopling (an added bonus!). With companies like Misfits Market, the path to sustainable groceries is simplified, providing easy access to fresh, eco-friendly food at affordable prices.
Sustainable grocery options are also helping to change perceptions. Traditionally, organic and “imperfect” produce has been a very niche market, in demand by a select few. But as more people recognize the value of buying groceries that are good for both us and the planet, we’re seeing a shift in how grocery companies (and not just stores) source, package, and deliver our food.
What the Future Holds for Sustainable Groceries
Misfits Market is just one example of this new and broader trend toward sustainable groceries, and their success will hopefully inspire other companies to rethink how they handle food waste and production. As consumers, our support for these companies sends a strong message that we’re ready for the grocery industry to prioritize sustainability. Our wallets have more power than we think.
Imagine a future where sustainable groceries are the standard, not the exception. Where “ugly” produce is seen as perfectly acceptable and where grocery waste is minimized at every step in the supply chain. The more we support these changes, the closer we get to making sustainable groceries a reality for everyone.
Buying Sustainable Groceries
Getting started with sustainable groceries is waaay easier than you might think. Here are a few simple ways to shopping for groceries more sustainably:
- Try services like Misfits Market: These companies make sustainable groceries more accessible and affordable. By subscribing, you would be helping to reduce food waste while enjoying fresh, high-quality produce. Better health for you. Better health for the planet.
- Embrace local options: Farmers’ markets often sell “ugly” produce, and shopping local is another fantastic way to reduce your environmental footprint. I would love if our local farmer’s market was just a little more robust. We go a couple of times a year because I WANT it to be good. And we end up finding salsa, fresh milk, and minimal produce…so basically nothing we are looking for. Then the vendors only accept cash, which we almost never have.
- Support “imperfect” produce at stores: I know this is one I will have to work on in my own life. When you shop in person, consider buying that slightly bruised apple or misshapen carrot. These choices signal to stores that there’s a demand for less wasteful practices.
Final Thoughts on Sustainable Groceries
Sustainable groceries are more than just a trendy saying—they’re a real solution to one of the biggest environmental issues we face. By choosing companies like Misfits Market, we’re getting high quality food, reducing waste, and supporting a future where eco-friendly food choices are easy, affordable, and accessible for all.
Whether you’re subscribing to a sustainable grocery service or simply choosing that quirky-looking carrot, your decisions help create the momentum towards something bigger. We can make sustainable groceries the new norm.
