Walk down a typical grocery aisle and you’ll notice something pretty quickly: a lot of the products are owned by the same few companies.
But some of the most exciting food being made today isn’t coming from massive corporations. It’s coming from small makers—people obsessing over ingredients, flavor, and doing things the right way.
These brands are often more innovative, more thoughtful, and more delicious. They’re also the ones that face the biggest barriers to getting their products in front of customers.
That’s where we come in.
We built Misfits Market to challenge how grocery works, by reducing food waste and creating space for brands that deserve a bigger audience. Supporting small makers isn’t just good for the food system. It’s better for shoppers, too.
Why Supporting Small Brands Matters
Small brands help create a more diverse grocery experience.
They bring:
- More interesting flavors you won’t find everywhere
- Higher-quality ingredients and simpler recipes
- More variety and creativity across snacks, pantry staples, dairy, and beyond
When you support small brands, you’re not just buying a product, you’re helping keep innovation, diversity, and competition alive in the food system.
Why Small Makers Need Support
Making a great product is only half the battle. Getting that product onto grocery shelves is often the hardest part.
Traditional grocery retail comes with major hurdles for small brands, including:
- Slotting fees just to get on shelves
- Large inventory requirements that are risky and expensive
- Limited flexibility to test, learn, and improve
Many promising brands simply don’t have the resources to compete with large, established players, no matter how good their product is.
How Misfits Market Helps Small Brands Grow
Misfits Market works differently. As a grocery partner, we’re focused on elevating small brands, not squeezing them out. Here’s how we help:
We remove common barriers
We don’t charge slotting fees, and brands don’t need to overproduce inventory just to get in the door. That makes it easier for small makers to participate without taking on outsized risk.
We help brands get discovered
Misfits Market introduces small brands to a national audience of curious, values-driven shoppers who are actively looking for something new. We help build awareness, trial, and repeat demand.
“Thank you so much for the spotlight on our very small farm and team. Your purchases have a huge impact and we’re so excited to be working with you!”
—Prairie Fruits Farm & Creamery
We support smart growth
For some brands, Misfits Market creates opportunities to expand beyond their original footprint—whether that’s reaching new regions, selling online instead of only locally, or connecting with an entirely new group of customers.
We also have a dedicated team focused on finding and supporting standout makers. Our Senior Manager of Innovation, Jessie, works closely with emerging brands to identify innovative flavors, thoughtful sourcing, and products that truly add something special to our assortment.
A Real Win: Pistakio
One recent example is Pistakio, a small-batch pistachio spread made by two pistachio fanatics who couldn’t find anything on U.S. shelves that actually tasted like pistachios.
When Pistakio launched on Misfits Market, the founders expected their inventory to last about a month. Instead, it sold out in just four days. That kind of response shows what’s possible when a great product meets the right community.
You can read the full story here: How Pistakio Sold Out in Four Days.
A Growing Community of Makers
Pistakio is just one of many small brands we’re proud to support. Today, Misfits Market helps extend the reach of makers like:
- Singing Pastures
- Laurel’s
- Floura
- Long Weekend
- Realm – Savory Veggie Crisps
- Kiu Kiu
- Marsh Hen Mill
- Walker Brothers
- Forest Water
- Callie’s Hot Little Biscuit
- Churn
- ButterBalm
- CASSAVIDA
- Joon Pistachios
- Jennie’s House
- Kittylamb
- MIILSN
- Numa Foods
- Root & Splendor
- Spare Food Co.
- UpCircle
- ZEAL Creamery
- Prairie Fruits Farm & Creamery
Better for Makers, Better for You
When you shop with Misfits Market, you’re helping small brands grow, encouraging innovation, and supporting a more diverse and resilient food system. You also get access to better ingredients, better flavors, and products you’re unlikely to find at a traditional grocery store.
That’s a win for small makers. A win for shoppers. And a win for the future of food.