Misfits Market, the direct-to-consumer online grocer that reduces food waste and makes shopping for sustainable, high-quality groceries easier and more affordable, delivers value by making it convenient to shop, eat, and live better. The company has created the first-of-its-kind food value supply chain focused on building relationships with farmers, distributors, and producers to eliminate food waste while expanding food access.

Problem.

Misfits Market catapulted in popularity during the pandemic as online grocery delivery shifted from a perk to a prerequisite for many families. However, most media still thought of the company as a regional “ugly” produce provider, so they came to Archetype to help increase awareness of their food waste mission and evolve their reputation within the category.

Solution.

A key part of our strategy was turning CEO Abhi Ramesh into an industry pundit, establishing him as a source for informed perspective not only on Misfits Market’s latest news and success but also on broader timely topics like the supply chain crunch, food inflation and sustainability trends. To ensure this tied back to our goals, we crafted a tight messaging hierarchy anchored around the company’s three key pillars of affordability, accessibility and sustainability. All talking points mapped back to pillars, supported by data points and anecdotes that helped ensure the message came through.

Results.

In Archetype’s first year, we secured 450+ pieces of coverage, pulling in 100 more hits than the previous year and more than double the amount of features. Archetype landed 40 briefings and speaking opportunities for the CEO, 78% of which were with tier one targets including:

• CBS Sunday Morning
• Wall Street Journal
• Bloomberg Tech
• New York Times