Gopuff Teams With Misfits Market To Expand Fresh Offerings

Gopuff and Misfits Market are teaming on the launch of Gopuff’s fresh grocery assortment that will offer consumers a selection of more than 300 items including fresh fruit and vegetables, dairy, meat, and bread among other products.

Powered by Misfits Market’s supply chain that reduces food waste, Gopuff said it will leverage its instant delivery model to get products to the doors of consumers in as little as 15 minutes.

“We are thrilled to unveil our fresh grocery initiative today and are proud to partner with Misfits Market,” said Yakir Gola, Gopuff co-founder and co-CEO. “By capitalizing on our vertically integrated model and expansive scale, Gopuff is uniquely equipped to deliver high-quality fresh produce and groceries at very affordable prices. The addition of grocery on top of the 5,000 everyday essentials Gopuff already carries brings us one step closer in achieving our mission of maximizing every moment in our customers lives and marks a transformative advancement for our customers.” 

During pilot testing, one-quarter of all orders in test markets contained fresh grocery items and, as the company continues to invest in strategic initiatives to drive growth, fresh grocery has led to 20% bigger baskets and more than 50% increases in sales for produce, dairy, prepared foods and meat.

With Misfits Market delivering to Gopuff’s micro-fulfillment centers almost daily, Gopuff offers the freshest food at affordable prices: FAM members can get up to 50% off fresh groceries, including fresh strawberries for less than $4, and a single banana for just $0.25 each, alongside thousands of everyday essentials, all delivered in a single order in as fast as 15 minutes. 

“Extending our food value supply chain to power Gopuff's fresh grocery expansion gets us one step closer to our vision of reimagining the food system and eradicating food waste,” said Abhi Ramesh, founder and CEO of Misfits Market. "We share a passion for making nutritious food more accessible and saving food from waste. With Gopuff leveraging our sourcing and supplier relationships, together we can provide savings for American consumers who continue to face inflated prices at traditional grocery stores." 

Gopuff, which delivered more than 4 million orders in food deserts in 2023, is positioned to help address food accessibility - a critical issue in many of the communities where it operates. With its expansion into fresh grocery, Gopuff said it has the power to help more Americans access the fresh, high-quality food and groceries they need. 

The launch comes on the heels of Gopuff joining the White House Challenge to End Hunger, where the company committed to donating millions of pounds of food to local food banks and partnering with local governments to ensure resources are made available where they are needed. 

Over the past two years alone, Gopuff locations have donated nearly 2 million pounds of food to the Feeding America network of food banks. In 2023, Misfits Market donated nearly 6 million pounds of food to 67 food pantry partners as well as 1.5 million meals to Feeding America ($1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks). Gopuff also recently partnered with The Greater Boston Food Bank, participating in the organization's annual Day of Giving by volunteering to answer phones and donating $50,000 to support the fight against hunger.