How Misfits Market Went From Selling Ugly Produce To Becoming The Amazon Prime Of Perishable Food

Forbes Business

by Chloe Sorvino, Forbes Staff

February 25, 2026

AI-Generated Deep Dive Summary

Misfits Market, a grocery delivery startup founded by Abhi Ramesh, has skyrocketed to $500 million in annual sales by redefining how Americans shop for food. The company started by selling "ugly" or misshapen produce at discounted prices, capitalizing on the growing demand for affordable and sustainable food options. This unique approach not only challenges traditional grocery shopping norms but has also positioned Misfits Market as a major player in the online grocer space, often compared to Amazon Prime's dominance in other sectors. The startup’s success lies in its ability to disrupt the perishable food market by focusing on quality while avoiding the strict cosmetic standards that drive waste in conventional retail. By offering subscription-based boxes of fresh fruits and vegetables, Misfits Market has built a loyal customer base drawn to its affordable prices and commitment to reducing food waste. The company has also expanded its offerings to include other grocery items, further solidifying its position as a one-stop solution for home delivery. What makes Misfits Market particularly noteworthy is its ability to combine convenience with sustainability. By partnering with local farmers and suppliers, the startup ensures that its products are not only fresh but also sourced ethically. This approach aligns with consumer trends toward supporting businesses that prioritize environmental responsibility and fair pricing. Misfits Market’s rapid growth underscores the potential of innovative business models in reshaping traditional grocery retail. For readers interested in business innovation, Misfits Market’s story highlights the power of addressing overlooked market needs. By focusing on a niche—imperfect produce—the company has carved out a competitive edge in a crowded industry. Its ability to scale while maintaining its core values offers insights into how startups can thrive by challenging established norms and appealing to evolving consumer preferences. The startup’s journey also demonstrates the importance of logistics and customer experience in the grocery delivery

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Originally published on Forbes Business on 2/25/2026