Movebutter launched its online, direct-to-consumer supermarket earlier this week in all 50 states. The company’s format is to make everything in small batches and not hold stock, striving to make farm-to-fridge a reality.
Movebutter ships directly to consumers from the food producers – removing middlemen and overhead from the traditional grocery model – in an effort to make high-quality, specialty groceries more affordable. The company sells only its own brand of high-quality, curated staples that are 25 percent cheaper than prices at traditional natural and organic grocers, according to a FoodDive report. Products currently offered are the 20 percent that sell the most in traditional supermarkets.
The online grocer plans to differentiate itself from its competitors like Amazon or Peapod by focusing on ethical sourcing and reduction of food waste, two areas of growing consumer interest.
“Movebutter is based on a very bold and minimalist vision: make better food available and affordable to everyone,” said Movebutter CEO and founder, Chai Mishra. “We're taking on the entire, ancient trillion-dollar supermarket industry. These funds and these partnerships are going to supercharge that effort. So far in that fight, our main weapons were better technology and a radically better model. But now, we have the support of the world's greatest company-builders, and we could not be more fired up for this.”
Funding came from Silicon Valley investors and a number of celebrities, and Movebutter plans to use the funds to expand rapidly, including multiplying the number of distribution centers across the United States. Currently, Movebutter suppliers package products on site and ship them to a sorting facility in San Francisco where the orders then go out for delivery. Consumers receive the package between one to five days later. The grocer eventually plans to offer same-day delivery, according to the FoodDive report.