The Checkout: Misfits Market Launches in California, Adds Dairy; Nature’s Path Acquires Anita’s Organic Mill
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Misfits Market Expands to California, Adds Dairy
Sustainable online grocery platform Misfits Market is expanding to California and adding traditional and plant-based dairy products to its product offerings.
The California launch follows its debut in Arizona, New Mexico, Nebraska and Oklahoma in August and spreads its reach to over 38,000 zip codes across 48 states.
The news come after Misfits Market closed two outsized funding rounds this year, with the company raising $225 million in a series C-1 round closed in September and a $200 million in April, aiming to support its continued nationwide rollout.
Since its founding in 2018, the Philadelphia-based company has claimed to have saved 225 million pounds of food that would’ve been discarded for cosmetic reasons, providing $155 million in “rescue revenue” to farmers. Several of its supplier partners, including Homegrown Organics, Coke Farms and JAS Family Farms, are based in California, according to the company.
After doubling its grocery offerings over the past four months, the company this week added its first dairy products as part of its mission to “build a complete online value grocer.” The platform now offers butter and 25 hard and soft cheeses with dairy and plant-based options. Milk, yogurt and eggs are set to launch in the coming months. Brands now on the platform include Miyoko’s Creamery, Good Karma, Roth Cheese, BelGioioso, Vermont Creamery, Organic Valley, Coco Goods, ForA and Carrington Farms.
“Since launching Misfits Market in 2018, we’ve had a vision to deliver a complete – and better – online grocery experience nationwide, and everything we’ve done up until this point has been in service to that, whether building our own in-house technology to support our food value supply chain or expanding our supplier relationships to bring more products to customers,” CEO and founder Abhi Ramesh, said. “We’re thrilled to officially bring Misfits Market to California, offering everyone in the state convenient access to quality food and grocery items at affordable prices.”
Nature’s Path Acquires Majority Stake in Anita’s Organic Mill
Organic breakfast and snack food company Nature’s Path this week acquired a majority stake in Anita’s Organic Mill, a Canadian organic flour miller and manufacturer. Anita’s, which will retain its own branding, joins Nature’s Path portfolio of brands including Love Crunch and EnviroKidz. Terms of the deal were not disclosed.
Nature’s Path, headquartered in Richmond, British Columbia, sells its products in over 50 countries. General manager Arjan Stephens said in a press release that the company has used Anita’s flour in products like its Heritage Flakes and Flax Plus cereals since 2015.
“Throughout our relationship, we have been continuously impressed by the quality of Anita’s flour as well as the company’s passionate commitment to always being organic,” Stephens said.
Anita’s, launched in 1997, sources its whole grains from farmers across Canada and stone-mills flour at its Chilliwack, British Columbia facility, which also includes retail and bulk packaging operations and a test kitchen bakery. The company markets a variety of branded flour varieties along with rolled, steel cut and quick oats and pancake and waffle mixes.
Anita’s co-owner and president Taylor Gemmel said the partnership will “help take Anita’s to the next level, while staying true to our roots.”
“There are so many synergies between Anita’s and Nature’s Path,” Jayda Smith, co-owner and general manager of Anita’s Organic Mill, added. “Just like Nature’s Path, we have dedicated ourselves to always being organic and non-GMO. We also share a commitment to sustainability, by making products that are good for both people and the planet. We could not be more excited about this partnership, and the future growth it represents for Anita’s.”
FreshRealm Launches First Branded Meals
Private label fresh meal provider FreshRealm this week announced its first branded line of meal offerings called Kitchen Table. The line includes over 50 ready-to-cook and heat-and-eat meal options across Italian, Asian and other global and classic cuisines that can be prepared in the oven, stovetop or microwave.
Over its eight years in business, FreshRealm’s model has evolved from direct-to-consumer meal service to retail meal kit supplier. In July, it repositioned itself with the goal to establish “fresh meal destinations” in retail after securing $32 million in new funding. CEO and founder Michael Lippold told NOSH at the time that the move followed retailers’ increased interest in packaged fresh meals as consumers shifted to at-home cooking during the pandemic while retailers shut down hot bars for sanitation concerns.
FreshRealm EVP, Brand & Communications Nicole Desir said that the Kitchen Table brand aims to address consumers’ “meal preparation fatigue” while allowing them to “connect through meals.” According to the company, the launch of Kitchen Table will “expedite the rollout” of these fresh meal destinations in retailers by offering retail partners customized brand marketing tailored to different consumers.
“FreshRealm, and the Kitchen Table brand, are uniquely positioned to help retailers address consumers’ evolving behaviors and understanding of the foundational role fresh food has in our lives,” she said. “What’s more, meal destinations provide retailers with the opportunity to drive an emotional connection with shoppers by creating a vibrant and simplified shopping experience through high quality meals and a warm and inclusive brand you can trust.”
