By now, everybody has heard about the huge amounts of food that gets thrown away on a daily basis due to numerous, often though ridiculous reasons. If an apple’s circumference is too big, a banana doesn’t have the correct curvature angle or a carrot’s color doesn’t comply with the norm, none of them will make it to the supermarket’s display. Yes, there are attempts to react to this insanity but of course there are better and worse ones. To shred half of a weird looking carrot in order to get a cute little baby version might be a clever marketing strategy to increase the feeling of freshness but is definitely no serious solution. Some Supermarkets put up a “ugly fruits” sign and offer these non-standard products at a lower price. But, let’s be honest many of us still prefer to stick with the standard which we are used to.
Misfit has an alternative approach. Instead of tackling the “outer appearance”-problem in a way to make them prettier, they simply give it a completely new look. 70-80% of their products are made of fruits and vegetables, which would have gone to waste because of their outer appearance. “We created an identity that challenges beauty standards and glorifies the oddballs. Through illustration, photography and web design, we were able to tell Misfit’s story and educate consumers in a way that was fun and approachable.” In comparison to the before mentioned attempts of rather little avail, this approach seems more promising in order to challenge the battle against pointless food waste. And by the way, they are actually looking really good!