Misfits Market and Upcycled Food Association, in partnership with Valor Equity Partners, selected Atoria's Family Bakery, Chomps, and Petit Pot as the winners of the Upcycling Challenge, a contest for food entrepreneurs to create an innovative food product that repurposes excess food or waste. Seven food finalists, chosen from 114 food entrepreneur applicants, pitched their upcycled product ideas to a panel of leaders in food innovation at the Natural Products Expo West trade show.

Atoria's Family Bakery, the maker of bread with simple, non-GMO ingredients, won for its upcycled mini naan that includes 18% Regrained Super Grain, a nutritious grain rescued from the beer brewing process.

Chomps, the maker of sustainably sourced proteins with no hidden or harmful ingredients, won for its variety pack of meat snacks that contain 10% meat left over from production.

Petit Pot, the maker of decadent desserts that come in reusable jars and sustainable packaging, won for its upcycled rice pudding with 8.5% broken rice pieces.

Submissions were judged on overall taste, quality of ingredients, percentage of upcycled ingredients, packaging, and demand for the product within the category. Challenge winners will receive a one-year slot placement on Misfits Market with national branding and promotional opportunities and distribution in 48 states. In addition, the Upcycled Food Association will waive its Upcycled Certified™ fee normally incurred during the certification process.