MISFIT x National Geographic

"In Tatters, " original artwork by Asher Jay

"In Tatters, " original artwork by Asher Jay

What happens when you put the world leader in "geography, cartography and exploration" together with...us? You get a custom, limited edition label at the intersection of food issues and conservation! 

On Thursday December 12 at National Geographic Live's event, The Science of Delicious, we debuted the custom label in partnership with National Geographic and their 2014 Emerging Explorer and creative conservationist, Asher Jay.

The event was part of Nat Geo's Future of Food initiative, a 5-year project which looks at our relationship with food and its impact on our future. The lineup for the night was stacked: National Geographic Senior Photo Editor Todd James, biopsychologist Julie Mennella and Chaplin’s Restaurant co-owners Ari and Micah Wilder—and just as importantly, bento boxes, craft cocktails, and ramen.

SCIENCE OF DELICIOUS LESSON: TASTE > TONGUE. Example: if you pinch your nose before putting vanilla extract on your tongue, you won't taste anything. That's because vanilla has no taste, only a flavor that can be detected once your nose is involved. 

MISFIT bottles at the Science of Delicious event. Photo cred:   Edible DC

MISFIT bottles at the Science of Delicious event. Photo cred: Edible DC

To learn more about the science behind taste, read Nat Geo's magazine article which inspired this event here.  And check out some photos from the article below!


Asher is not only an artist, but also a designer, writer and activist who focuses on wildlife conservation, animal welfare and sustainable development. She is perhaps best known for the work she did for March for Elephants, which highlighted the illegal ivory trade. The animated billboard in Times Squares that she created was seen by 1.5 million people.

The artwork featured on the custom label is entitled “Shattered” and was inspired by an event Asher attended in 2013: 6 tons of confiscated ivory tusks, carvings and jewelry were destroyed in an effort to fight the illegal ivory trade, which slaughters tens of thousands of elephants each year. The ivory items were dumped into a large steel rock crusher and literally shattered. As Asher explains, seeing “the essence and spirit of this magnificent animal come to that, to those shards, and that’s what we reduced life to…that just really shattered me.”