Why ‘Ugly’ and Scrap Produce Actually Makes the Best Juice

Once the fresh-faced darling of the beverage industry, cold-pressed juice has arguably lost a bit of novelty. Gone are the days of the elusive It green juice, available only at boutique juice bars (and sipped as part of an alkalizing cleanse); today’s juice drinker has seemingly limitless options, several of which are available at her local Target store—and possibly backed by her favorite soda company, too. This isn’t a knock on cold-pressed juice inasmuch as it is to politely point out that the market is pretty saturated.
Perhaps pre-empting such skepticism, Misfit Juicery—ostensibly just another cold-pressed juice enterprise—bluntly states on its website, “This is not a juice company.” Upon further inspection, this statement isn’t token rebelliousness or provocative marketing. Misfit wasn’t launched to be yet another juice brand; it was created to be a viable solution to a vexing national problem: food waste.
As such, Misfit formulates their cold-pressed juices using 70 to 80 percent “misfit” produce: “Ugly” fruits and vegetables (items deemed the wrong shape, color, or size to sell at retail), along with scrap waste recovered from food processors who create precut packaged goods like carrot sticks. “Yes, we are interested in creating a delicious product,” cofounder Ann Yang explains, “But more importantly, our mission is to fix the waste happening in the agricultural sector.”