In an effort to address the staggering amount of food waste in the United States, Florida Georgia Citrus, a family-owned farm in Monticello, Florida, is stepping in to rescue “imperfect” produce. Owner Kim Jones highlighted the reality faced by growers when he showed a larger, pear-shaped satsuma mandarin that grocery stores typically reject. The farm produces around 7 million pounds of fruit annually, but much of it is deemed unsellable due to cosmetic imperfections.
According to ReFED, a nonprofit organization dedicated to reducing food waste, U.S. grocery stores throw away more than 20 billion pounds of produce each year, primarily because it does not meet aesthetic standards. This waste translates into over $17 billion in lost food value annually, as reported by Kanbe’s Markets. With food prices rising significantly—CBS News MoneyWatch indicates that a $100 grocery bill in early 2022 has now increased to more than $118—the issue has become even more pressing.
Innovative Solutions to Food Waste
The problem of food waste caught the attention of Abhi Ramesh seven years ago. He observed that the grocery ecosystem prioritizes uniformity, leading to unnecessary waste. This inspired him to launch Misfits Market in 2018, an online grocery platform that purchases rejected produce from farmers and distributes it from four warehouses across the country.
“When people think about food waste, they often envision rotting items in a landfill,” Ramesh explained. “In reality, it includes perfectly edible fruits that simply do not look appealing. At the same time, millions of people across the nation lack access to healthy, affordable food.”
Although Misfits Market has not yet turned a profit, it has successfully saved approximately 200 million pounds of food from being discarded by delivering it directly to consumers. Customers like Jojo Cheng have embraced the platform, taking advantage of discounted prices on rejected produce. “I usually find items that are 15% to 20% off compared to regular grocery stores,” Cheng noted. “Plus, I can discover unique items that aren’t typically available at my local store.”
A Collaborative Effort to Reduce Waste
Back on the farm, Kim Jones believes that any initiative aimed at rescuing food from waste is beneficial. “You peel away the imperfections, and you’re left with a juicy piece of fruit,” he remarked about the rejected satsumas. This perspective aligns with a growing movement to rethink food waste, focusing on the potential of imperfect produce.
As this issue gains more attention, the collaboration between farmers and innovative companies like Misfits Market could pave the way for a more sustainable food system. The efforts to reduce food waste not only benefit farmers by providing an additional revenue stream but also help consumers access healthier food options at lower prices.
As the landscape of grocery shopping evolves, initiatives that embrace imperfect produce are crucial in addressing both food waste and food insecurity, marking a significant shift in how society values food.
