Misfits Market

We saw that there were companies that were doing something similar elsewhere across the globe.

In the US, there was companies like Imperfect Produce and Misfits Market that essentially had this direct-to-consumer model, working directly with growers and bringing fresh produce in sort of a wedge box kind of scheme to people's doors.

And that resonated with us for two reasons.

One, as I said before, naivety, we thought, how hard could that be? We didn't realize how hard it was.

Are they not around anymore?

Well, they were acquired by Misfits Market at some point right after I left.

So I don't know if that brand still exists, but I know that it's one company now.

But we had the same conversations about how individual responsibility gets pushed on rather than actually recognizing the massive international supply chain issues that need to be addressed.