Pinemelon is flipping grocery shopping on its head. Instead of having a storefront, they have a distribution center. Instead of customers coming to them, they go to their customers in refrigerated vans that deliver groceries in just two hours. Instead of focusing on transactions, they are mindfully building a brand that encourages natural, organic and, most of all, local foods. “We found a gap in the grocery shopping infrastructure,” says General Manager Chris Franklin. “Independent farms and producers were struggling to find outlets to sell their goods and consumers were looking for more local, environmental and health-conscious foods.”
Farmers & friends
Pinemelon’s goal is to have 25% locally made food products and then supplement their offerings with pantry necessities and everyday staples. One of the local producers, Fruit Gravy is making jams, jellies, pickled items and pastries. Chef Sherri Sauces are created by personal chef and nutrition coach Chef Sherri and includes honey roasted garlic, bourbon BBQ, herb cranberry fig, piquant peanut butter and more. At Pastificio Boulder, another brand Pinemelon carries, a husband-and-wife team are making heirloom and ancient wheat pasta. Spring Born is an indoor organic grow house producing local greens with 95% less water than traditional techniques. These are just a few examples of the local goods Pinemelon is bringing to your grocery bag.
Customers can browse their selection online and select the items they want as well as a two-hour delivery window to receive the groceries. Members (monthly: $10, semi-annually: $49 or annual: $99) receive free delivery as well as cashback deals and special sales, but membership is not mandatory to order with Pinemelon.
Green Goals
Pinemelon holds itself to the same high standard as their health and environmentally conscious producers. “We will be slashing the margins on fresh produce and dairy products to encourage more healthy eating at more affordable prices,” says Franklin. “Our groceries also carpool, as we like to say. Instead of doing single trip deliveries, we plan out deliveries going to similar neighborhoods and take them out together. It is not only faster for the customers but also more energy-efficient for the Earth.”
