Misfits Market Acquires The Rounds to Expand Sustainable Grocery Offerings and Combat Food Waste

Misfits Market, an online grocery platform focused on reducing food waste by delivering imperfect produce, has acquired The Rounds, a service specializing in household restocking with sustainable packaging. The acquisition, announced Friday, marks a significant step for Misfits Market in diversifying its product offerings and reinforcing its commitment to environmental sustainability.

As part of the deal, Misfits Market will integrate over 250 items from The Rounds’ inventory, expanding into categories like cleaning supplies and paper products. This move allows Misfits Market to provide a more comprehensive range of household essentials to its customers, all while maintaining a focus on reducing waste.

To facilitate the transition for The Rounds’ customers, Misfits Market is offering a $30 credit and a complimentary one-year subscription to its new Misfits+ membership. This membership includes exclusive weekly deals and free shipping, incentivizing customers to continue their sustainable shopping habits with Misfits Market.

While the terms of the acquisition remain undisclosed, Misfits Market has indicated that it intends to leverage the partnerships established by The Rounds, including collaborations with major multifamily operators such as AvalonBay, Greystar, and Related. This will enable Misfits Market to expand its reach and impact within the industry.

Misfits Market CEO Abhi Ramesh emphasized the company’s strategic focus on consolidation within the market, stating, “This market is ripe for consolidation, and we are constantly looking at deals.” This acquisition follows Misfits Market’s previous purchase of Imperfect Foods in 2022, signaling the company’s continued growth and ambition in the sustainable grocery sector.

Founded in 2018, Misfits Market addresses the issue of food waste by sourcing produce that is often rejected by traditional grocery stores due to cosmetic imperfections. By offering these “ugly” fruits and vegetables to consumers at a discount, Misfits Market has rescued over 238 million pounds of food to date.

The Rounds, established in 2019, complements Misfits Market’s mission by focusing on reducing packaging waste through its refillable home essential delivery service. The Rounds estimates saving an average of 500,000 pounds of food each week and has saved over 1 million pounds of packaging waste.

The acquisition of The Rounds represents a strategic move for Misfits Market, enabling the company to broaden its product offerings, strengthen its industry presence, and further its mission of combating food waste and promoting sustainability in the grocery sector. With consumer awareness of these issues on the rise, Misfits Market is well-positioned to capitalize on the growing demand for environmentally conscious shopping options.