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Disruptors 2019: Nick Green of Thrive Market

Russell Redman

January 22, 2019

2 Min Read
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Photos: Thrive Market

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This is part of Supermarket News’ 2019 Disruptors package. See the entire lineup here.

If you’re not swayed by the trends toward better-for-you food and responsible sourcing, talk to Nick Green.

The co-founder and CEO of Thrive Market is one of the more enthusiastic spokesmen for natural, organic and non-GMO groceries and sustainable supply-chain practices. What’s more, he leads a company already on the cutting edge: an online-only, membership-based retailer selling “green” groceries at a 25% to 50% savings.

nick-green-thrive-market_0.pngLaunched in late 2014, Los Angeles-based Thrive now has more than 500,000 members. Its founders believe consumers should have easy access to food that’s “made of real ingredients, kind to the environment, reasonably priced, catered to our needs and delicious.” Green (left) said Thrive aims to create the “un-Amazon” e-commerce experience and not try to be the “everything store.”

“We really want to be hyper-curated and offer unique programs with really innovative products and producers — not just give utility but actually tell a story,” he said in an interview with SN. “It’s been really exciting to see the growth rate accelerate and to see consumer interest and passion for the brand grow as we’ve leaned into what we think is the right thing to do and aligned with our mission.”

In April, Thrive entered the perishables arena with the launch of Thrive Market Meat & Seafood, including frozen beef, pork, poultry and seafood. The retailer assembled its own supply chain by partnering with small and midsize farmers and fishermen around the world who use ethical, sustainable and regenerative raising practices.

“Our goal is to create an alternative to the industrial agricultural model,” Green told SN at the time.  “We see this as an opportunity to have a new paradigm for protein production that’s not just based on yield and cost but also takes into account human health, animal welfare and environmental impact.”

The launch furthered Thrive’s efforts to become a full-service online grocer. Before that, the retailer sold only consumer packaged goods, such as natural and organic groceries, snacks, supplements, beauty care, home care and baby products.

More recently, in October, Thrive debuted a line of “clean” wines made from organic, biodynamic or sustainably farmed grapes sourced from small and midsize European and U.S. producers. The affordably priced wines have no added sugar, pesticides or other additives; are low in sulfites; and are curated by a master sommelier for taste.

“We view this as one of those huge opportunities to dramatically change the landscape of a category,” Green said.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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