Thrive Market
A United States online membership retailer focused on natural, organic, non-GMO, and wellness-oriented products.
Last updated November 4, 2026
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Overview
Thrive Market is a United States-based e-commerce retailer that sells natural, organic, non-GMO, and wellness-oriented products through an annual membership model. The company launched in November 2014 with the stated aim of reducing the geographic and financial barriers that prevent many households from buying healthier food and household goods. Its model has often been summarized as a digital combination of a warehouse club and a natural-foods supermarket: members pay an annual fee, while Thrive Market seeks to offer products at lower prices than conventional specialty retailers by selling online and reducing parts of the traditional brick-and-mortar grocery markup structure. The assortment spans more than food. Thrive Market has carried organic and non-GMO pantry items, snacks, beverages, meat and seafood, frozen foods, wine, supplements, baby and children’s products, personal-care goods, cleaning products, and other household merchandise. Shoppers can organize products through a large set of dietary, ethical, and lifestyle filters, including vegan, paleo, keto, gluten-free, Fair Trade, and non-GMO criteria. The company has also developed a substantial private-label portfolio, with products such as oils, sauces, baking ingredients, spices, and other pantry staples sold exclusively to members. Its private-label activity has expanded through sub-brands including Rosey, focused on home-cleaning products, and f.a.e., associated with personal-care and household categories. Membership is central to the company’s commercial and social-impact positioning. In addition to member pricing, benefits have included promotional gifts, samples, and exclusive collaborations. Through the Thrive Gives program, the company has stated that each paid membership supports a free membership for a family in need in the United States. Free memberships have also been made available to groups including students, teachers, veterans, nurses, and first responders. The company has presented this structure as an attempt to connect its commercial subscription model with broader food-access goals. Thrive Market initially raised capital from a network of health and wellness investors after early fundraising efforts encountered resistance from venture-capital firms. By 2016, the company had raised approximately $141 million across three funding rounds, including a reported $111 million Series B led by Invus. It expanded its fulfillment infrastructure with facilities in Batesville, Indiana; the Tahoe Reno Industrial Center near Reno, Nevada; and Hanover Township, Pennsylvania. The Pennsylvania facility opened in 2021, and the company has promoted two-day delivery coverage to much of the United States. The business expanded its policy and access agenda alongside its retail operations. In 2016, Thrive Market petitioned for online acceptance of food stamps and participated in discussions with policymakers concerning online Supplemental Nutrition Assistance Program purchasing. On February 26, 2024, it became the first online-only grocer reported to accept SNAP EBT. The company also launched the Food Equality Now campaign in 2020, with a stated goal of directing $20 million toward food-access efforts by 2030. Environmental and governance commitments have become another part of the brand’s identity. Thrive Market became a certified B Corporation in October 2020. Its fulfillment centers subsequently received TRUE certification for resource efficiency, and in 2023 the company stated that it had achieved plastic-neutral and climate-neutral certifications. It has also reported offsetting the carbon footprint of shipping since 2015 and maintaining a policy against air shipping. In 2023, the business converted from a conventional C corporation into a Delaware public benefit corporation, formally incorporating public-benefit objectives into its corporate structure. The company grew rapidly during the COVID-19 pandemic as consumers shifted more grocery purchasing online. Later developments included a partnership with Beyond Meat on frozen plant-based meals, continued expansion into fresh and frozen categories, and a 2024 retail-media partnership using Instacart’s Carrot Ads solution. Reference materials describe Thrive Market as serving more than 1.6 million paying members and generating more than $700 million in annual sales by March 2025, although the company remains privately held and these figures should be treated as reported rather than audited public-company disclosures.
History
Thrive Market was launched in November 2014 by Nick Green, Gunnar Lovelace, Kate Mulling, and Sasha Siddhartha. The founders positioned the company as an answer to the high prices and limited geographic availability associated with natural and organic foods. Lovelace’s experience growing up on an organic farm in Ojai, California, and the founders’ interest in group buying shaped the concept of using a membership base and centralized online fulfillment to make healthier products more accessible. The company encountered difficulty obtaining conventional venture funding at the outset. After more than 50 venture-capital firms reportedly declined to invest, the founders developed a network of individual health and wellness investors. By 2016, Thrive Market had raised approximately $141 million across three funding rounds from investors including Greycroft Partners, E-Ventures, Cross Culture Ventures, and Invus. A reported $111 million Series B led by Invus supported expansion at a time when the company had approximately 300,000 paying members and was selling about $200,000 of merchandise per day. Thrive also launched iOS and Android applications in 2016. Its annual membership model became the foundation of the business. Members receive access to discounted products, promotions, samples, gifts, and selected collaborations. The company’s social-impact program, Thrive Gives, links paid memberships to free memberships for families in need in the United States. Free memberships have also been offered to students, teachers, veterans, nurses, and first responders. Parents have been identified as an important customer group because the site combines grocery, baby, household, and personal-care categories. Thrive Market expanded from a curated natural-food assortment into a broad online grocery and household marketplace. Its catalog has included more than 6,900 products from over 800 brands, although assortment and brand counts have changed over time. The retailer uses more than 90 dietary and lifestyle filters, including vegan, paleo, keto, gluten-free, Fair Trade, and non-GMO criteria. In 2019, it became the first retailer reported to use the Glyphosate Residue Free certification developed by the Detox Project. Private-label development began in November 2015. Thrive Market initially used its own products to address categories where conventional retail margins made affordable pricing difficult. By 2018 it had launched 165 self-branded products, and later descriptions of the business identified hundreds of Thrive Market private-label stock-keeping units. The line has included coconut oil, tomato sauce, olive oil, baking products, and spices. The company later added Rosey, a home-cleaning line, and f.a.e., a personal-care and household-oriented sub-brand. It also expanded into meat, seafood, frozen foods, and organic and biodynamic wine between 2019 and 2021, and partnered with Beyond Meat on frozen plant-based meals. Public-policy advocacy has been part of Thrive Market’s development. In June 2016, it launched an online petition asking the United States Department of Agriculture to permit food-stamp purchases online. Co-founder Gunnar Lovelace participated in a congressional briefing and met with nutrition-policy and USDA officials. The USDA subsequently announced an online-shopping pilot program. Thrive Market later incorporated food access into its Food Equality Now campaign, announced in 2020 with a stated objective of reaching $20 million by 2030. The COVID-19 pandemic accelerated the company’s online grocery activity; reference material reports revenue growth of 90 percent during the period. Thrive Market developed a national fulfillment network with facilities in Batesville, Indiana, the Tahoe Reno Industrial Center near Reno, Nevada, and Hanover Township, Pennsylvania. The Pennsylvania center opened in 2021. Two fulfillment centers were reported as TRUE-certified in 2021, and the Pennsylvania site received certification in 2023. Sustainability commitments became more formal during the 2020s. Thrive Market received B Corporation certification in October 2020. The company has stated that it has offset the shipping carbon footprint since 2015, does not use air shipping, and became plastic-neutral and climate-neutral certified in 2023. In April 2023, it converted from a C corporation to a Delaware public benefit corporation. On February 26, 2024, it began accepting SNAP EBT, becoming the first online-only grocer reported to do so. The business remains privately held. Reference material reports that it served approximately 1.2 million members in November 2022 and more than 1.6 million paying members, over 750 brands, and more than $700 million in annual sales by March 2025. These figures are company or media-reported indicators rather than public-company filings. In 2024, Thrive Market also launched a retail-media offering through Instacart’s Carrot Ads technology. The company has received recognition including placement on TIME’s list of influential companies, inclusion in CNBC’s Disruptor 50 in 2024 and 2025, and inclusion on Fortune’s Change the World list in 2025.
- 2024
SNAP EBT purchasing begins
[1]The retailer begins accepting SNAP EBT online and is reported as the first online-only grocer to do so.
- 2024
Retail-media network launches
[1]Thrive Market introduces advertising inventory through Instacart’s Carrot Ads solution.
- 2023
Public benefit corporation conversion
[1]Thrive Market changes its legal structure to a Delaware public benefit corporation.
- 2021
Pennsylvania fulfillment center opens
[1]A fulfillment facility opens in Hanover Township, Pennsylvania, expanding national distribution capacity.
- 2021
Beyond Meat frozen-meal partnership
[1]Thrive Market and Beyond Meat introduce frozen plant-based meals.
- 2020
B Corporation certification
[1]The company receives B Corporation certification from B Lab.
- 2020
Food Equality Now announced
[1]Thrive Market announces a food-access campaign with a stated $20 million target for 2030.
- 2019
Glyphosate Residue Free certification adoption
[1]Thrive Market is reported as the first retailer to use the Glyphosate Residue Free certification.
- 2016
Series B and mobile expansion
[1]The company reports a $111 million Series B led by Invus and launches mobile applications for iOS and Android.
- 2016
Online food-stamp advocacy
[1]Thrive Market petitions for online food-stamp purchasing and participates in policy discussions that precede a USDA online-shopping pilot.
Products and positioning
A digitally native, membership-based natural-foods and wellness retailer combining warehouse-club economics with curated organic, non-GMO, ethical, and nontoxic merchandise. The brand also emphasizes food access, sustainability, and public-benefit governance.
Grocery and household products · 2015
Thrive Market private label
The retailer’s own-brand assortment includes pantry staples and cooking ingredients such as coconut oil, tomato sauce, olive oil, baking products, and spices. The line was created to provide lower-cost alternatives in categories where specialty-food retail margins can make affordability difficult. Products are sold through the membership platform and are generally positioned around organic, non-GMO, or otherwise cleaner-label attributes when applicable.
Home cleaning
Rosey
Rosey is a Thrive Market sub-brand focused on home-cleaning products. It extends the retailer’s private-label strategy beyond food into household consumables and supports the company’s emphasis on nontoxic or more environmentally considerate home products.
Personal care and household
f.a.e.
f.a.e. is a Thrive Market sub-brand associated with personal-care and household products. Reference material identifies dozens of stock-keeping units in the line, reflecting the company’s effort to build proprietary offerings across nonfood categories.
Frozen food · 2021
Beyond Meat frozen plant-based meals
Produced through a partnership with Beyond Meat, this line brought plant-based frozen meals to Thrive Market’s online grocery assortment and complemented the retailer’s vegan, vegetarian, and wellness-oriented product filters.
Online grocery · 2014
Natural and organic grocery assortment
The core marketplace includes organic and non-GMO foods, snacks, beverages, ethically sourced meat and seafood, frozen products, supplements, organic and biodynamic wine, and products for babies and children. Search tools allow shoppers to narrow the assortment by dietary requirements, certifications, and lifestyle preferences.
Marketing campaigns
- 2020Food Equality Now
United States
The campaign framed food access as a long-term social-impact priority and established a stated goal of reaching $20 million by 2030.
Outcome. The initiative remains part of the company’s public-benefit positioning.
- 2016Online food-stamp petition
United States
Thrive Market petitioned the USDA to allow food-stamp recipients to shop online and participated in congressional and administrative discussions about digital food access.
Outcome. The USDA later announced an online-shopping pilot program.
- 2015Thrive Gives
United States
Thrive Gives links paid memberships to free memberships for families in need. The program is a central part of the brand’s effort to connect its subscription economics with food-access objectives.
Outcome. The company has reported donating millions of memberships since the program began.
Brand decisions
2024
Add SNAP EBT purchasingStrategyBackground
The company had advocated for online food-stamp purchasing since 2016 and positioned food access as a core social-impact issue.
Action taken
Thrive Market began accepting SNAP EBT online for eligible purchases.
Aftermath
The retailer was reported as the first online-only grocer in the United States to accept SNAP EBT.
2024
Launch a retail-media networkStrategyBackground
Thrive Market sought to create an additional business-to-business revenue stream for brands already selling through its marketplace.
Action taken
The company introduced retail-media inventory through Instacart’s Carrot Ads solution.
Aftermath
Brands using Instacart advertising tools could extend campaigns to Thrive Market inventory.
2023
Convert to a public benefit corporationStrategyBackground
Thrive Market had developed its brand around food access, sustainability, and social-impact programs alongside its commercial membership business.
Action taken
The company converted from a C corporation into a Delaware public benefit corporation.
Aftermath
Public-benefit objectives became part of the company’s formal corporate structure while it continued operating as a private online retailer.
2015
Develop a Thrive Market private-label rangeProduct launchBackground
The company sought to offer affordable products in categories where specialty retail costs and limited margins could restrict price accessibility.
Action taken
Thrive Market introduced products under its own brand, beginning with grocery staples and later extending into household and personal-care categories.
Aftermath
The private-label portfolio grew into hundreds of products and later included the Rosey and f.a.e. sub-brands.
Recent events
- 2024
Thrive Market begins accepting SNAP EBT online[1]
Product launch · Regulation
Thrive Market became the first online-only grocer reported to accept SNAP EBT for eligible purchases.
- 2024
Thrive Market launches retail-media offering[1]
Product launch
The company introduced a retail-media network using Instacart’s Carrot Ads solution, allowing participating brands to advertise against Thrive Market inventory.
- 2023
Thrive Market converts to a public benefit corporation[1]
Other
The company changed its legal form from a C corporation to a Delaware public benefit corporation.
- 2023
Thrive Market reports climate and plastics certifications[1]
Other
The company stated that it had achieved plastic-neutral and climate-neutral certifications and expanded resource-efficiency certifications across fulfillment operations.
- 2021
Thrive Market opens Pennsylvania fulfillment center[1]
Other
A new fulfillment center opened in Hanover Township, Pennsylvania, adding capacity to the company’s national distribution network.
- 2021
Thrive Market partners with Beyond Meat[1]
Product launch
The retailer worked with Beyond Meat to release frozen plant-based meals.
- 2020
Thrive Market becomes a certified B Corporation[1]
Other
Thrive Market received B Corporation certification, formalizing an external assessment of social and environmental performance.
- 2020
Thrive Market launches Food Equality Now campaign[1]
Campaign
The company announced a food-access initiative with a stated goal of reaching $20 million in support by 2030.
- 2016
Thrive Market raises major Series B funding[1]
Other
Thrive Market reported a $111 million Series B led by Invus as it expanded its membership base and online grocery operations.
- 2016
Thrive Market launches mobile shopping applications[1]
Product launch
The company introduced iOS and Android applications to extend its membership shopping model to mobile devices.
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