This document describes a startup called Misfits that makes dried fruit snacks from produce that would otherwise go to waste due to not meeting standards of appearance. Misfits aims to provide a healthy snacking alternative while reducing food waste. They procure discounted fruits from farmers and wholesalers and hire facilities to dry and package the fruits. Their target customers are women, children, and health-conscious snackers. They have begun building supplier relationships and a production plan and are seeking funding to upgrade facilities and expand marketing efforts to sell their products in local retailers and some national outlets.

1. Very tasty dried fruit salad
Misfits

2. Misfits Very tasty dried fruit salad
We make tasty dried fruit snacks from
produce that would usually be rejected for not
conforming to the ideals of fruit beauty.
We provide healthy alternative to traditional
snacking whilst reducing the tonnes of food
that get wasted in the UK.
What

3. Misfits Very tasty dried fruit salad
Strong Market. The global health food market is worth
more that 20bn and is forecast to grow by 20% by 2014.
Wasted opportunity. 2.7 million tonnes of waste are
sent to landfill from UK food production. Much of this
perfectly edible.
Why

4. Misfits Very tasty dried fruit salad
Supply: We procure discounted produce directly from
farmers and wholesalers. The fruit is delicious but due to
mismatch between supply and demand is not sold through
conventional channels.
Production: We hire processing facilities to dry and
package our fruits in accordance with legislation and
maintain flexibility.
Sales: Our target audience are women, children and
health-conscious snackers.
How

5. Misfits Very tasty dried fruit salad
Where we're at. We've got the idea and samples. We've
started building relationships with suppliers, have a detailed
production plan and have received interest from retailers.
Where we’re going. As well as being available at local
retailers Misfits will be sold in some of the national outlets.
Support. Misfits will use the £10,000 to upgrade
production facilities, increase inventory and enhance our
branding and marketing efforts.
Our
Journey

6. Misfits Very tasty dried fruit salad
Ilana Taub Michael Minch-Dixon
Who
• Chief of staff, Vestas Sustainability
• Graduate program, Vestas
• Founder, Brite Green Sustainable
Strategy
• MSs Environmental Technology,
Imperial College London
• Alternative finance and innovation for
sustainable business expert
• Founder, 6 Heads
• MSs Environmental Technology,
Imperial College London
ilanataub@gmail.com m.minchdixon@gmail.com