# #241 - Breaking Into Misfits Market: What the Buying Team Actually Wants

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-03-24
- Length: 51m
- Episode: 276
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-24-241-breaking-into-misfits-market-what-the-buying-team-actually-wants
- Listen: https://share.transistor.fm/s/6f2fc93b

## Summary

Steve Edelman, Jessie Kimsey, and Emma Dineen of Misfits Market explain how the platform has evolved from a rescue-produce site to a curated grocery destination with ~1,100 SKUs. They detail three pathways for brands to enter: opportunistic buys, limited-time offerings (LTOs), and replenishment, emphasizing the importance of transparency regarding pricing, MOQs, and operations. The team highlights their 'treasure hunt' curation model, the '1 in 1,100' advantage for emerging brands, and specific category needs like dairy, frozen, and charcuterie. Live pitches from brands such as Vital Halva, Veggie Vice, and Reclamation Foods illustrate the types of innovative, story-driven products that resonate with the buying team.

## Outline

1. Introduction and Misfits Market Evolution
2. Assortment Strategy and Curation Model
3. Three Pathways to Entry: Opportunity, LTO, Replenishment
4. Pitching Best Practices and Economics
5. Logistics, Fulfillment, and Category Needs
6. Live Brand Pitches and Feedback

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Misfits Market (company)
- Vital Halva (product)
- Veggie Vice (product)
- Nout (product)
- Aveyo (product)
- Little Gourmets (product)
- Ptashka (product)
- Pezzy Pets (product)
- SAYSO (product)
- Reclamation Foods (product)
- Pantry Gems (product)
- OH MY! (product)
- Hot Girl Sauce (product)
- June Pistachios (product)
- Laurel's (product)
- All Phenoms (product)
- Morrow (product)
- Minor Figures (product)
- Mezcla (product)

## Related episodes from other shows

- [Misfits Market: Abhi Ramesh](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-31-misfits-market-abhi-ramesh) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [217 - Erica Rankin on her packaging pivot at Bro Dough](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-10-217-erica-rankin-on-her-packaging-pivot-at-bro-dough) (People of Packaging)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)

## Citing this page

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