Consumer awareness of food ingredients has transformed the food and beverage industry in recent years, according to James Lacey, a consumer goods professional & insider. People wishing to avoid artificial ingredients and potentially dangerous chemical residues have given rise to several novel food trends, including the adoption of organic foods, the farm-to-table restaurant movement, and a focus on natural whole foods.
Online food retailers have taken notice as well. In years past, consumers were faced with limited local choices in purchasing natural foods. Thrive Market, the online retailer, has stepped in to fill those consumer demands.
What is Thrive Market?
Established in 2014, Thrive Market is an e-commerce retail operation specializing in natural and organic foods. It is a membership-based retailer; members pay an annual fee to take part in the company’s generous discounts and free order shipping for purchases over $49. Discounts on orders range from 25% to 50% off traditional retail pricing, putting healthful foods within reach of more people than ever before. The company is based in Los Angeles, California, and operates two fulfillment centers, one in Indiana and the other in Nevada. Thrive Market employs over 500 people and advertises delivery fulfillment to 85% of customers in the United States within two days.
As of July 2018, Thrive claims that members have saved over $135 million off traditional retail prices. For every paid membership to the retailer, Thrive donates a free membership to a low-income family, a military veteran, or a public school teacher. The retailer has donated hundreds of thousands of free memberships; in 2016 alone, 350,000 memberships were distributed. Thrive Market continues to seek ways of getting natural foods into more homes, and has embarked on several humanitarian efforts in partnership with organizations like the True Sioux Hope Foundation, Feeding America, and even the U.S. Department of Agriculture.
In addition to providing lower-cost natural foods in a convenient online retail environment, Thrive Market also offers educational materials and tips to its members. Members of the program have the opportunity to learn how to eat more healthfully and on a budget, further enhancing the program’s reach.
What Products Does Thrive Market Carry?
Thrive Market is billed as the largest national retailer of non-GMO foods, or foods free of Genetically Modified Organisms. GMOs are poorly-understood by the scientific community, and the long-range effects of exposure to GMOs is a concern for many consumers. Thrive focuses on natural foods and organically-grown and sourced products. The retailer carries a full range of food products, including:
- Soups
- Seasonings
- Coffees and teas
- Nutritional supplements
- Energy bars
- Cereals
- Health and Beauty products
- Probiotics
- Snacks
In 2015, Thrive Market rolled out its own product line with the goal of developing affordable product alternatives in market categories where there was not sufficient margin to cover costs. Today, the company produces over 50 branded products, with baking ingredients, spices, sauces, and oils among the most popular.
While other online retailers have entered the at-home foods ordering and delivery market, Thrive Market stands out as a dominant player in the natural foods industry. With their convenient online shopping, discounts, and shipping options, more people than ever before have access to healthy foods without the sticker shock of traditional retail establishments.
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