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Thrive Market doubles down on frozen food while still navigating coronavirus supply chain hiccups

For nearly every area of Thrive Market’s business, additions to its online catalog of products are based on listening to customer feedback, said Jeremiah McElwee, chief merchandising officer at Thrive Market.

Roughly two years ago, the direct-to-consumer online retailer launched its sustainable seafood program, which ensures all of its products are sustainably caught and meet GAP (good agricultural practices) standards. Thrive Market​ also has a sustainable meat program which includes grass-feed beef products sourced from Argentina where cows can roam outdoors for 365 days a year and a pasture chicken program for its poultry products. 

Its frozen meat and seafood line was a success with its customer base of 500,000+ members who started requesting more easy-to-prep meal solutions using frozen ingredients. 

“The momentum of that really carried into our next step into frozen which has been frozen meals,”​ said McElwee. “They didn’t want another meal kit that some of our other competitors were putting forward, they really wanted that heat-and-eat solution.”​ 

Last month, Thrive Market launched a line of paleo and plant-based frozen meals made from its premium proteins, organic and non-GMO ingredients, and free from preservatives and other additives. Its launch also coincided with the online retailer’s long-term partner, Primal Kitchen’s extension into frozen meals, whose products are also sold on Thrive Market’s site. 

It’s foray into the frozen meals set is just the beginning, added McElwee, who said Thrive Market will continue to expand its frozen food offerings.

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