Thrive Market Origin Story
Thrive Market was founded in 2016 by Nick Green, Gunnar Lovelace, Kate Mulling, and Sasha Siddhartha, who realized shoppers were moving to online due to its value and convenience but were finding the experience with existing options clunky and confusing. In fact, Lovelace had been raised in a Californian organic farm, and had directly witnessed the benefits from affordable healthy food. At the heart of its online store is a guided shopping journey. Customers specify their preferences – for example, dietary, ingredients, social priorities, BIPOC-owned, fair trade, recycled packaging. Thrive Market then “takes out the guesswork” by highlighting the products that meet these criteria. Sasha Siddhartha has explained the ultimate compliment is when the store is described as a ‘helpful personal shopper’.