In the latest 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 works tirelessly to address the growing environmental issue of food waste in the United States. One-third of all food produced goes to waste, totaling approximately $408 billion.
Kelly emphasizes the importance of storytelling in e-commerce, as it allows for more space to highlight the stories of products and suppliers compared to physical retailers. Misfits Market is known for its unique approach to storytelling, showcasing the backgrounds and origins of its products. They even have a section on their website called “Meet Your Farmer” that introduces their customers to the farmers who grow their produce.
In addition to managing private label operations at Misfits Market and Imperfect Foods, Kelly talks about how they’re working to reimagine the food supply system. They’ve recently introduced upcycled foods that use ingredients that would have otherwise gone to waste, which is seen as a growing part of the food waste movement. While reducing food waste remains their main focus, they also aim to revolutionize the way we think about food production and distribution.
Throughout her career journey, Kelly has learned firsthand about advocating for oneself, especially in an industry like grocery where women are often undervalued or overlooked. She encourages other women in similar positions to embrace their strengths and not be afraid to speak up for themselves. She shares insights from her experience starting out in sports before joining Amazon before transitioning to Misfits Market and Imperfect Foods.
The TWIG Podcast by Progressive Grocer focuses on trends, topics, and interests that propel women forward in the grocery retail industry. For more information or podcast ideas contact [email protected] or [email protected].
