Gopuff says it has launched a comprehensive fresh grocery assortment powered by Misfits Market.
Combining Gopuff's instant delivery with Misfits Market’s differentiated sourcing model, the partnership will deliver an extensive range of more than 300 items — including fresh fruit and vegetables, dairy, meat, poultry, fresh bread and more — to customers’ doors in as fast as 15 minutes, the company said in a news release.
“We are proud to partner with Misfits Market to make it possible for our customers to get 300-plus fruits, vegetables, dairy, poultry, fresh bread and more in as fast as 15 minutes," Yakir Gola, co-founder and co-CEO of Gopuff, said in the release. "The addition of fresh grocery on top of Gopuff’s existing 5,000 everyday essentials brings us one step closer in achieving our mission of maximizing every moment in our customers lives and marks a transformative advancement for our customers.”
During pilot testing, the company said, one-quarter of all orders in test markets contained fresh grocery items; as it continues to invest in strategic initiatives to drive growth, fresh grocery has led to 20% bigger baskets and a more than 50% increases in sales for produce, dairy, prepared foods and meat. The fresh grocery assortment is available to customers in most major metros, with expansion to additional Gopuff microfulfillment centers to follow, the release said.
To bring its fresh grocery offering to life, Gopuff partnered with Misfits Market to deliver to Gopuff’s microfulfillment centers almost daily. FAM members can get up to 50% off fresh groceries, a banana for just 25 cents each, an avocado for 59 cents and organic eggs for only $2, alongside thousands of everyday essentials, all delivered in a single order in as fast as 15 minutes, the company says.
“Extending our food value supply chain to power Gopuff's fresh grocery expansion gets us one step closer to our vision of reimagining the food system and eradicating food waste,” Abhi Ramesh, founder and CEO of Misfits Market, said in the release. "We share a passion for making nutritious food more accessible and saving food from waste. With Gopuff leveraging our sourcing and supplier relationships, together we can provide savings for American consumers who continue to face inflated prices at traditional grocery stores."
Gopuff, which completed more than 4 million orders to customers in food deserts in 2023, says it is positioned to help address food accessibility, a critical issue in many of the communities where it operates.
The launch comes on the heels of Gopuff joining the White House Challenge to End Hunger, in which the company committed to donating millions of pounds of food to local food banks and partnering with local governments to ensure resources are made available where they are needed, the release said. Over the past two years, Gopuff locations have donated nearly 2 million pounds of food to the Feeding America network of food banks.
Misfits Market says in 2023 it donated nearly 6 million pounds of food to 67 food pantry partners as well as 1.5 million meals to Feeding America, and $1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. Gopuff also recently partnered with The Greater Boston Food Bank, participating in the organization's annual Day of Giving by volunteering to answer phones and donating $50,000 to support the fight against hunger, the release said.