Thrive

Thrive Market's journey began in 2014, born from a simple yet powerful mission: to make healthy and sustainable living easy and affordable for everyone. The founders, Nick Green, Gunnar Lovelace, Kate Mulling, and Sasha Siddhartha, were driven by personal experiences and a shared passion for wellness. Nick Green, the CEO, often recounts the story of his mother's struggle to provide nutritious food for her family on a budget in the Midwest. This firsthand understanding of the challenges many families face became the bedrock of Thrive Market's ethos. The initial road was not without its hurdles; the founders faced rejection from over 50 venture capital firms who were skeptical about an online grocer competing with established giants like Whole Foods. Undeterred, they ingeniously turned to a network of over 200 health and wellness influencers, including names like Deepak Chopra and Jillian Michaels, who not only promoted the brand but also became its initial investors, contributing to an $8 million seed round.

This unconventional start fueled a rapid ascent. Described as 'Costco meets Whole Foods,' Thrive Market operates on a membership-based model, allowing it to offer organic, non-GMO, and sustainable products at prices significantly lower than traditional retail. This model not only benefits its paying members but also fuels its social mission. For every paid membership, Thrive Market donates a free membership to a low-income family, student, teacher, veteran, or first responder through its Thrive Gives program. This commitment to accessibility has been a core tenet since day one. The company's growth has been remarkable, expanding its product catalog to include thousands of items, including its own private-label brands. Along its path, Thrive Market has achieved significant milestones, becoming a Certified B Corporation in 2020, the largest grocer in the U.S. to earn this distinction, and converting to a Public Benefit Corporation in 2023. In a landmark move in 2024, it became the first online-only grocer to accept SNAP EBT benefits, further solidifying its dedication to breaking down the barriers to healthy living for all.