Thrive Market, a 14-month-old startup, was recently featured on FoodNavigator-USA for its whole-foods grocery delivery service. The LA-based company’s mission is to bring natural, non-GMO, organic, and vegan products to consumers who otherwise wouldn’t be able to afford them. “We want to make healthy living affordable to anyone,” co-founder Gunnar Lovelace told the website. “We wanted to offer these products at or below the price of conventional equivalents. By charging a membership fee, we can offer a KIND bar for the price of a Snickers bar.” The annual fee comes in at $59.99 and allows the team to go directly to brands and buy premium products at wholesale prices—key to how Thrive has successfully attracted its growing customer base. “The data shows we are capturing a new consumer, not the Whole Foods shopper,” Lovelace said. “It’s the middle-class, middle America. We’re talking about household incomes significantly lower than that of the typical health consumer … a lot of moms that have historically shopped at Kroger, Target, Old Navy, and even Walmart.”
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