2025 was the year we stopped being a scrappy alternative to Big Grocery and started becoming something bigger: a full grocery experience built around the things the traditional food system consistently gets wrong.
Here’s a look at what we accomplished together.
The Food System Is Still Broken. We’re Still Fixing It.
Americans are being upsold on downgraded groceries—food grown for shelf life and uniformity, not nutrition or flavor. Industrial agriculture depletes soil and water. Small producers get shut out because they can’t afford the slotting fees. Familiar labels dominate, leaving no room for discovery. We built Misfits Market to be the antidote to all of that. And in 2025, we scaled that mission to new heights.
2025 by the Numbers
Thanks to our rescue buys, private label sourcing strategy, upcycled items, and lean operations, we saved:
- 15,630,000 pounds of total avoided carbon emissions
- 889,000,000 gallons of water (enough to fill 1,347 Olympic-sized swimming pools)
- 27,000,000 pounds of food from lesser outcomes, bringing our total since 2018 to over 265 million pounds
A Store That Keeps Getting Better
Our team of food experts curates every item by hand, picked for flavor, quality, and impact. In 2025, we launched 1,300+ new products and welcomed 100+ new brands to our shelves, including some exciting newcomers like Hormbles Chormbles, Chobani, Corpse Reviver, Root & Splendor, If You Care, Jeni’s, Marsh Hen Mill, Michele’s Granola, and Ka’Chava.
We also grew our Odds & Ends private label line to 130 products, adding spring and summer limited-edition juices, soffritto and garlic pastes, packaged beans, new granolas, brownies, and more. Every single product is taste-tested by our team and only makes the cut if it delivers on quality and flavor.
Our private label sourcing standards say it all: no bioengineered ingredients, no artificial flavors or colors, and a strong preference for ingredients that support food waste reduction.
Innovation That Moves the Needle
We’re not just a grocery store, we’re a platform for a better food system. In 2025, a few big launches helped us grow that mission:
- Misfits+ crossed its one-year mark, with members saving a collective $6 million on groceries and an additional $1.3 million in shipping since the program launched. Weekly shoppers can save up to $492 annually through 300+ exclusive deals.
- We acquired The Rounds, a zero-waste delivery startup, strengthening our leadership in sustainable grocery and expanding our assortment to include household SKUs.
- We launched bananas! One of the most purchased grocery items in the country, finally available through Misfits with the same quality standards our produce is known for.
- We launched frozen! You can now shop a full curated frozen foods assortment including ready-to-eat meals, frozen fruits and vegetables, pizzas, and desserts.
- We launched household essentials! A carefully curated selection of everyday cleaning and home staples made with better ingredients and more thoughtful packaging is now on Misfits Market.
Giving Back
We believe everyone should have access to nutritious food. In 2025, we partnered with 60+ organizations across the country fighting hunger and increasing food access and security, including our longtime partner Feeding America.
We also continued our sponsorship of Sharing Excess’ food rescue operations at New York City’s Hunts Point Market, which redistributes 10 million pounds of fresh food to communities in need annually. And when millions of Americans faced potential SNAP benefit disruptions in the fall of 2025, we stepped up, sponsoring six truckloads of rescued food, delivering over 200,000 pounds and providing a month’s worth of meals to more than 480 families during a critical time of need.
What’s Next
In 2026, we’re focused on building a grocery experience that reflects how people actually want to eat: more fiber-rich foods, chef-quality convenience items, and products made with fewer, better ingredients. We’re continuing to partner with innovative brands pushing the food system forward through upcycled ingredients, transparent sourcing, and thoughtful production.
Our mission hasn’t changed, and this is just the beginning.
💫 Thanks for being on this journey with us.
📥 Curious about how it all works? Sign up for organic grocery delivery and more at Misfits Market today.
📄 Want the full breakdown? Read our full 2025 Impact Report here: