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How I Built This with Guy Raz
Misfits Market: Abhi Ramesh
Mar 31, 2025
Abhi Ramesh, Founder and CEO of Misfits Market, shares his journey from witnessing food waste while apple picking to launching a grocery delivery service for misfit produce. He talks about using Facebook ads to gauge demand and hiring drivers from Craigslist, which led to rapid growth and significant funding. The pandemic accelerated his business's expansion, transforming it into a full online grocery store. Abhi reflects on overcoming challenges, building partnerships with farmers, and promoting sustainability in food practices.
01:05:25
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Quick takeaways
- Abhi Ramesh identified a market opportunity in 'misfit' produce, capitalizing on consumer willingness to purchase imperfect products at a discount.
- Ramesh's entrepreneurial journey was shaped by previous failures, which equipped him with essential lessons for navigating the complexities of grocery logistics.
Deep dives
Understanding Food Waste and Consumer Behavior
The episode discusses how Abhi Ramesh identified an opportunity in the grocery market by recognizing that consumers are often willing to purchase imperfect produce at a lower price. This realization came after witnessing large quantities of edible fruits and vegetables being discarded due to not meeting aesthetic standards set by grocery retailers. The USDA's strict grading system for produce indicates that a significant portion of fruits and vegetables are deemed unfit for sale despite being perfectly consumable. This insight prompted Ramesh to explore a business model that could connect farmers with consumers interested in purchasing 'misfit' produce, ultimately leading to the founding of Misfits Market.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode