Tops expands in-store access to digital discount food marketplace

Tops Friendly Markets
Tops Friendly Markets is reducing food waste with a new omnichannel discount program.

Tops Friendly Markets is expanding the number of its stores giving shoppers online discounts on heavily discounted food close to expiration.

The regional Northeast grocer serving New York, northern Pennsylvania, and Vermont is growing an existing partnership with Flashfood. The Flashfood app connects consumers with discounted food nearing its best-by-date.

With Flashfood, shoppers save up to 50% off items nearing their best-by date, including meats, dairy, seafood, fresh fruits and vegetables, and snacks, Shoppers browse and buy available products from their mobile device. Purchases are made directly through the app and customers can pick up their orders from the Flashfood Zone located inside a participating Tops store.

Tops first introduced the Flashfood program to six stores in western New York in August 2020 and later 44 additional locations in that area of the state. Now, Tops is rolling out Flashfood to 18 additional stores in the Rochester, N.Y. area.

Throughout 2021, Tops and Flashfood saved shoppers more than an estimated $2.4 million on their grocery bills and diverted 985,358 pounds of food from reaching the landfill. With this latest expansion, Tops and Flashfood expect to hit one million pounds of food waste saved in the coming weeks.

In addition to Tops Friendly Markets, Flashfood is currently working with U.S. grocers including Stop & Shop, The Giant Company, Meijer, , Loblaw, Martin's Markets, VG's, Family Fare, Food Lion, Giant Eagle, and Giant Food. Flashfood can be found in more than 1,450 participating stores in North America. 

"Part of Tops' core mission is eradicating hunger and Flashfood is an innovative tool that allows us to provide quality product at a discounted price helping with the bottom line, all while diverting it from landfills," said Jeff Culhane, senior VP, merchandising for Tops Friendly Markets. "After expanding the program to 50 stores, we are thrilled to grow our footprint with Flashfood even further in the Rochester market to help more Tops shoppers save on groceries and continue our mission of reducing our carbon footprint."

"It's exciting when we can expand our presence with leading retail partners like Tops Friendly Markets," said Josh Domingues, founder and CEO, Flashfood. "To expand our partnership for a second time demonstrates not only Tops Friendly Markets' commitment to sustainability, but our ability to make an impact for both shoppers and the planet. Together, we look forward to bringing even more grocery deals to New York families."

As of December 2022, Williamsville, N.Y.-based Tops Markets operated 150 grocery stores in New York, Pennsylvania, and Vermont, including five that are run by franchisees. Tops Friendly Markets is a subsidiary of Northeast Grocery Inc.

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