In Monticello, Florida, Kim Jones, the owner of Florida Georgia Citrus, emphasizes the issue of rejected produce. Each year, his family farm harvests approximately 7 million pounds of fruit. Unfortunately, not all fruits meet grocery store standards. Many are categorized as “imperfect” and considered unsellable.
Food Waste in the U.S.
This rejection of produce is part of a larger trend in the United States. According to ReFED, a nonprofit organization dedicated to reducing food waste, grocery stores discard over 20 billion pounds of fruits and vegetables annually due to aesthetic flaws. This stunning figure illustrates the scale of food waste in the U.S. market.
The Cost of Food Waste
- Annual food waste estimated over $17 billion (source: Kanbe’s Markets)
- Americans face rising grocery costs, with bills increasing from $100 in early 2022 to over $118 today
Innovative Solutions to Reduce Waste
In response to this systemic issue, Abhi Ramesh founded Misfits Market in 2018. This online grocery store focuses on purchasing and selling rejected produce directly from farmers. Ramesh recognized the opportunity amidst the discarded fruits, noting that they reflect a larger problem within the grocery ecosystem.
Impact of Misfits Market
While Misfits Market has yet to turn a profit, it has successfully saved 200 million pounds of food from landfills. The company operates through four warehouses nationwide, ensuring that customers receive healthy and affordable options.
Jojo Cheng, a customer of Misfits Market, highlights the benefits of shopping there. She experiences discounts of 15% to 20% compared to regular grocery retailers. Cheng appreciates the variety offered, often finding unique items absent from her local stores.
Supporting Farmers and Reducing Waste
Back at Florida Georgia Citrus, Jones supports any initiative that prevents food waste. He believes in the quality of rejected produce, stating, “You peel all that off and you wind up with a juicy piece of fruit.” In this way, both farmers and consumers can benefit from a more inclusive food system that values every piece of produce.
