March 28, 2022 3:39 PM EDT

With the Amazonification of Whole Foods under way, upstart online grocer Thrive Market—which has 1.2 million subscribers (nearly double 2020’s number) paying $60 annually to order nonperishables and frozen foods direct to their doorsteps—spies an opportunity to become the new go-to destination for well-curated healthy foods. In part, Thrive’s goal is to make it easier for people in underserved areas to access high-quality staples, says co-founder and CEO Nick Green. Sustainability is a major focus too; orders are delivered via ground and frozen items are insulated with recycled denim, not Styrofoam.

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