Branding for a Cafe that fights food waste with imperfect produce.
Branding | Packaging | Web | App | Social
Misfit Roots is a café that rescues imperfect produce left behind on farms to create delicious smoothies and meals that fight food waste and give back to the community. It aims to bring awareness to ugly produce and change the stigma surrounding it. In addition to fighting food waste, sustainability is practiced through compostable, recyclable, and eco-friendly packaging as well as paperless menu options and recycling and compost bins in all stores. Every meal contributes to one small change in the world. After all, it’s what’s on the inside that counts.
The Problem
Approximately 40% of food produced in the United States is never eaten. The consequences of food waste are huge and cause multiple environmental, economic, and social issues. Shockingly, 20% of produce grown never leaves the farm for purely aesthetic reasons. Society has a standard of what produce should look like, so if a fruit or vegetable is imperfect in any way, it is not sold. The food is not rotten, bruised, or bad, it just takes different shapes, sizes, or colors than we are used to. Throwing away this “ugly produce” is a waste of money, time, energy, water, and calories.
