Misfit Juicery Takes Misshapen Produce and Blends Them into Beverages
Laura McQuarrie — March 15, 2017 — Eco
References: misfitjuicery.co & wellandgood
Misfit Juicery is a start-up that proudly sets itself apart by turning ugly fruits, veggies, trimmings and tops into cold-pressed juices. While the odd-looking fruits and vegetables use may not fit in with the other perfect apples or carrots at the supermarket, they are perfect for flavors from Misfit Juicery like S.C.R.E.A.M., Far From the Tree and 24Carrot Gold.
Over the past few years there have been several initiatives implemented by restaurants and grocery stores to show how consumers may use ugly fruits and vegetables as a means of reducing waste. While many of the campaigns and products introduced still relied on people to overlook the appearance of misshapen produce, this mental barrier is not an issue with Misfit Juicery's beverages, as there is no telling them apart from other juices.
Over the past few years there have been several initiatives implemented by restaurants and grocery stores to show how consumers may use ugly fruits and vegetables as a means of reducing waste. While many of the campaigns and products introduced still relied on people to overlook the appearance of misshapen produce, this mental barrier is not an issue with Misfit Juicery's beverages, as there is no telling them apart from other juices.
Trend Themes
1. Ugly Produce - Transforming misshapen fruits and vegetables into desirable products presents an opportunity for disruptive innovation.
2. Sustainable Consumption - Promoting the use of imperfect produce helps reduce food waste and offers potential for disruptive change within the food and beverage industry.
3. Alternative Ingredients - Utilizing unconventional and aesthetically imperfect produce in the creation of new products offers a disruptive innovation opportunity for the food and beverage sector.
Industry Implications
1. Food and Beverage - The food and beverage industry can capitalize on the trend of using ugly fruits and vegetables to create innovative and sustainable products.
2. Sustainability - The sustainability industry can explore solutions to reduce food waste and promote the consumption of misshapen produce as a disruptive innovation opportunity.
3. Grocery Retail - Grocery retailers can leverage the trend of misfit produce to develop new marketing strategies and products, ultimately driving growth through disruptive innovation.
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