Juice Different

Established in 2014, Misfit is a product range of cold-pressed juice made from scraps of vegetables and fruits that otherwise go to waste because they are not the right size, shape, or color that, as Misfit says, don’t fit the “high aesthetic standards for produce that is retailed in the US.”

This D.C. juicing startup is now eyeing food

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.

Baldor Specialty Foods and Misfit Juicery divert organic waste from fandfills

Through McQuillan’s prevention strategy, Baldor is partnering with companies such as Washington DC’s MISFIT Juicery, who recovers unsellable and blemished produce for its cold-pressed juices. Baldor will now be sending its food trim to MISFIT to be made into juices.

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, “


Why entrepreneurs are suddenly finding the beauty in ugly produce

Two college-age entrepreneurs have settled on juice as a “pretty good vehicle for addressing food waste,” creating a purpose for the most misshapen specimens. Georgetown University students Philip Wong, 22, and Ann Yang, 21, launched Misfit Juicery at Mess Hall in the fall as a solution for perfectly good produce going to waste. No one has to know, after all, that the carrot was crooked before it was cold-pressed into liquid.