The local startup that gives ugly fruits and vegetables a brighter future is taking steps to ensure a bigger future of its own.
D.C.-based Misfit Juicery, an anti-food waste company that uses misshapen or bruised produce to make bottled juices, has rebranded as the business grows its profile in the food space and lands deals with high-profile retailers. The move also positions the startup to expand beyond juice.
鈥淭he vision for Misfit is to become Misfit Food,鈥� said co-founder Ann Yang. 鈥淲e want to be the natural food brand in the country that represents food waste sourcing and sourcing from inefficiencies in the supply chain.鈥�
Yang and fellow founder Phil Wong 鈥� both Georgetown grads 鈥� introduced the company鈥檚 new logo and packaging last month as its juices hit shelves at Whole Foods Markets in D.C. and at five New York City stores. They wanted a new identity that better articulated their social mission 鈥� to work toward changing consumer behavior when it comes to food鈥�
