Thrive Market Aims to Make Healthy & Vegan Food More Accessible
Startup company Thrive Market went live at the end of 2014, with the goal of offering customers interested in healthy and organic food an alternative: cheaper costs for products delivered straight to your door, for a membership fee.
Founders Nick Green and Gunnar Lovelace state that the target audience of Thrive are “American families”, as they aim to make the types of food that are oftentimes seen as expensive luxuries, such as organic, non-GMO, gluten-free, vegan, and more, accessible by aiming to offer them at wholesale costs.
How is this done? Similar to Costco, Thrive members must pay a yearly membership fee of $60, which allows the Thrive buyer team to visit brands directly in order to buy premium products at wholesale prices. For members, the fee will give them access to over 3000 non-perishable products from over 400 brands, at 25-50% below the retail price typically offered. They take it a step further though, and can ship all orders within 24 hours, with free delivery for any orders of $50 or more. All packaging is also compostable and made from recycled materials.
And now, 14 months later, how has this model worked out for the co-founders? “We’ve grown five times faster than we expected”, states Green. The company has over 150,000 members, and has used investment money to open an additional 375,000 square-foot center in order to keep up with orders. They have also attracted a wide range of celebrity interest and investors, including Jillian Michaels, Molly Sims, Tony Robbins, Nikki Reed, and more.
Another reason for the company’s success, other than the lower prices and convenience, is their focus on keeping things simple. On top of clear categories (vegan, paleo, raw, etc.) to make navigating easy, according to Thrive, less is more. Green stated:
“We take a really curated approach. A lot of our members are new to health and wellness. We are going for a removal of the choice overload. We’ve done all of the work for you.”
By simplifying the entire process, the duo have found that a little goes a long way in making sure customers are not overwhelmed.
You can see the company’s specific vegan options available, including the price comparisons, right here.
Photo Credit: https://meghanbirt.com