Who Owns Thrive Market?

Thrive Market was incorporated in late 2012 and launched in November 2014 out of Los Angeles. Nick Green and Gunnar Lovelace conceived it after earlier startup exits, testing a Costco-style membership model for healthy food. Sasha Siddhartha built the technology and Kate Mulling completed the founding team. The founders reported being turned down by about 50 conventional investors before raising seed money from wellness influencers and mission-aligned angels.

The company grew through the mid-2010s on a simple proposition: pay an annual fee for access to natural and organic products at prices below typical health-food retail. Institutional venture rounds followed, bringing in Greycroft, Invus, and others, and the company added warehouses to control fulfillment rather than outsourcing it.

A membership model that started with pantry staples expanded into frozen foods, clean wine, supplements, baby products, and a growing private-label assortment. The COVID-19 pandemic accelerated demand for online grocery and pushed membership past one million. The company opened a dedicated frozen foods facility in Sparks, Nevada in October 2024, a sign of its shift into cold-chain logistics.

Recognition followed. Thrive Market was named to the CNBC Disruptor 50 list in 2024 at rank 20 and again in 2025 at rank 12, and it became a Certified B Corporation. By 2025 it reported more than 1.6 million paid members and annual sales above 700 million dollars, still independent and founder led.