Gopuff connects with online retailer Misfits Market for US wide launch of 300 plus fresh grocery items

Gopuff has launched a Fresh Grocery assortment powered by Misfits Market, a direct to consumer online grocer that aims to reduce food waste.

Combining Gopuff's instant delivery with good value driven by Misfits Market’s differentiated sourcing model, the partnership will deliver a 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.

“We are thrilled to unveil our Fresh Grocery initiative today. By capitalising on our vertically integrated model and expansive scale, Gopuff is uniquely equipped to deliver high quality fresh produce and groceries at very affordable prices,” says Yakir Gola, Gopuff Co-founder and Co-CEO.

“We are proud to partner with Misfits Market to make it possible for our customers to get 300+ fruits, vegetables, dairy, poultry, fresh bread and more in as fast as 15 minutes.”

“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 maximising every moment in our customers lives and marks a transformative advancement for our customers.”

During pilot testing, one quarter of all orders in test markets contained Fresh Grocery items and, as the company continues to invest in strategic initiatives to drive growth, Fresh Grocery has led to 20% bigger baskets and 50%+ increases in sales for produce, dairy, prepared foods and meat.

The assortment is now available to customers in most major US metros with expansion to additional Gopuff micro-fulfilment centres to follow.

“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,” says Misfits Market Founder and CEO Abhi Ramesh.

"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."