Families can spend hundreds of dollars on groceries every week. When cheaper alternatives are available on the shelf, those are often scooped up to save a few bucks here and there. However, these alternatives aren't always the healthiest options. Sadly, lower prices can sometimes suggest more processing or less than natural ingredients which isn't always great for our health or the planet. That’s why Thrive Market is aiming to give people healthier foods at a cheaper price, and consumers are already on board with their approach.
Gunner Lovelace, one of the founders of Thrive Market, always wondered why healthier options came at premium cost. This sharp increase in food and personal care items that are organic, natural, or non-GMO can be particularly hard on families who are low-income or operate on a strict budget, making it difficult, if not impossible, to make healthy choices while being fiscally responsible.
As he explained to Danica Lo at Extra Crispy, "I grew up really poor with a single mom. I remember living on rice for six weeks—or a couple of a months at a time. When my mother remarried my stepfather, we became part of an Ojai hippie community where I saw, firsthand, the power of group buying and a way to make food more affordable."
So, how does Thrive deliver healthy food at low prices? The key components are group buying and membership fees. To shop with Thrive, consumers pay a monthly membership fee of $5 (billed as $60 annually). This is similar to wholesale stores, like Costco, that offer discounts on products through a membership. However, the options at Thrive are only organic, non-GMO products.