Red-hot online grocer seeks fresh growth

Gina Acosta
Executive Editor
Gina Acosta profile picture
Thrive Market is a membership based online grocer that launched in 2014.

One of the fastest growing online grocers in the U.S. is positioning itself to grab even more share by expanding its assortment.

Thrive Market, a membership based online grocer launched in 2014 offering healthy foods and natural products at what it calls wholesale prices, has expanded its assortment to include meat and seafood.

Thrive Market says it partnered with some of the most innovative small and midsize farmers and fishermen around the globe. Each partner shares in Thrive's commitment to use the most ethical, sustainable, and increasingly regenerative raising practices in order to help restore the planet's soil and ocean health.

"Thrive Market set out to create the most ethical and highest quality meat and seafood program in the country offered at our affordable member pricing," said Nick Green, CEO and Co-Founder of Thrive Market. "We have created a path for consumers to move away from toxic, conventional, factory-farmed meats and back towards the small and mid-size family farmers that can more realistically maintain the highest standards of raising practices." 

Thrive Market says its farm and supplier partners are mission-aligned in creating a better ecosystem for consumers, suppliers and animals, as well as ocean and soil health.  The beef is from Patagonia, one of the only places on earth where cattle can roam on the same lush grass 12 months a year. Thrive uses only sustainable seafood species, either wild-caught or sustainably farmed in the case of barramundi. The pork is part of a multi-species rotational grazing program, while chicken is sourced from a collective that supports family farms in their transition from conventional to free range and organic practices.

Thrive Market's goal in sourcing from these partners is to begin building a scalable alternative to industrial factory farming. Today, 50% of American land is used for conventional agriculture, with over 70% of that land going to produce feed for livestock. As a result, conventional agriculture is now the second largest contributor of greenhouse gases on the planet, with animal farming responsible for the majority of that. 

"Our hope is by sharing these offerings with our members we'll not only deliver a truly differentiated product at a competitive price, we will also enable our producer partners to grow their operations, inspire others to transition away from unsustainable techniques and eventually change America's food system for the better," said Gunnar Lovelace, Co-Founder of Thrive Market.

Thrive Market is a membership e-commerce platform. For $60 per year, Thrive Market members get access to natural snacks, supplements, home, beauty, and baby products at 30–50% of retail, shipped direct to their door for free. Each paid membership on the site also sponsors a free membership for a low-income family. Since 2015 Thrive has brought over 340 Thrive Market Collection products to market.