In this episode of the TWIG Podcast, Kelly Nigh discusses the power of e-commerce product storytelling. As the chief merchandising officer at Misfits Market and Imperfect Foods, she focuses on addressing the massive environmental issue of food waste. One-third of food produced in the United States goes to waste, amounting to about $408 billion worth of food.
Kelly’s role involves telling the stories of where this food comes from. E-commerce allows for more space and capabilities to highlight the stories of products and suppliers, reaching customers in a more impactful way than traditional retail. Misfits Market works with farmers to rescue organic produce that would otherwise be wasted and delivers it to consumers’ doorsteps. Expanding beyond produce, Misfits Market is now offering upcycled foods, which use ingredients that would have otherwise gone to waste. This is an exciting and growing part of the food waste movement.
Kelly also oversees private label at Misfits and Imperfect, where upcycled ingredients are essential components of their products. In addition to addressing food waste, Misfits Market is also focused on reimagining the food supply system. Kelly shares insights from her career journey, starting in sports and moving to e-commerce giant Amazon. She emphasizes the importance of advocating for oneself and encourages women in grocery to embrace their strengths.
The TWIG Podcast by Progressive Grocer covers trends, topics, and interests that propel women forward in grocery retail. If you have a suggestion for a podcast topic, you can contact the team at [email protected] and/or [email protected].
