Gelson's expands Flashfood's Produce Box offering across footprint
A Southern California grocer is partnering to curb produce waste.
Gelson’s Market's is expanding its partnership with grocery surplus platform across all its 26 locations. The expansion is focused exclusively on Flashfood's signature "Produce Box," which sells for $9 and features a mix of high-quality, seasonal fruits and vegetables that would have otherwise been thrown away.
Since piloting at several Gelson’s stores just a few months ago, shoppers in Southern California have purchased more than 1,000 of the boxes. Gelson's is Flashfoods' first grocery partner to focus only on the Produce Box.
“We are encouraged by how quickly customers have responded to and embraced this program, and with California's peak produce season upon us, the timing is right to expand Flashfood to all of our locations," said Rick Williams, chief merchandising and marketing officer for Gelson's Markets. "They have been a great partner, and we’re proud to extend access to high-quality produce at a great value to more of our communities while furthering our commitment to sustainability."
Flashfood noted that fruits and vegetables make up a massive portion of U.S. food waste — 43% of all surplus food, equal to more than 30 million tons per year
Flashfood helps shoppers find great deals on fresh groceries through partnerships with grocery stores. Retailers list their surplus food at a reduced price on the Flashfood app, increasing access to food and keeping food out of landfills.
To date, Flashfood says it has rerouted more than 160 million pounds of food from landfills while saving its shoppers more than $400 million on their groceries.
[READ MORE: Kroger expands use of Flashfood surplus food waste app]
“As a beloved institution of the community, Gelson’s is an outstanding partner for Flashfood. Reaching their full footprint means more families get a great deal on great food,” said Jordan Schenck, CEO of Flashfood. “Fresh, high-quality produce should be accessible to everyone. In one of the most influential food markets in the country, our mission is to make sure no one misses out on the beauty of California fruits and vegetables.”
Founded in 1951, Gelson’s Markets is a full-service grocer that operates 26 locations across Southern California, where guests can find a curated mix of local, specialty and organic products.
Flashfood is a B-Corp certified company currently partnered with more than 2,000 stores across North America.
