Thrive Markets Debuts Private Brand

thrive - PL_CoconutOil_152-blog-2000x1086A new player is about to enter the organic and natural food world, but this one won’t grace the shelves of the likes of natural and organic behemoth Whole Foods or sit next too Simple Truth at Kroger. The latest entry is the private brand from online natural and organic retailer, Thrive Market. The retailer’s initial private brand product, coconut oil, launched in November and its second, organic tomato sauce hit the shelves in December 30.

According to the Thrive website:

At Thrive Market, we take our coconut oil seriously. From oil pulling to DIY body scrubs to cooking, we know it’s the ultimate, all-natural go-to, both in and out of the kitchen.

And when you love something this much, it’s natural to look for the best-quality stuff. We searched the globe to find the elusive prize: sustainably produced, high-end virgin coconut oil—at an extremely affordable price. After months of research, we’re proud to announce Thrive Market’s private label coconut oil.

“We tried dozens of coconut oil products,” says VP of Merchandising, Jeremiah McElwee, “but when we found this gem, we knew it was worthy of the Thrive Market label.”

Here, ethical sourcing is at the heart of everything we do. “It’s not just something we market,'” says McElwee. “It is a lifestyle we live.” This means third-party verification and audit results from suppliers to “verify their commitment to sustainability and ethical working conditions.”

After an extended search, our buying team found a small group of family-owned, organic farms in the Philippines. The coconut oil here is produced by workers protected by fair trade principles and guidelines.

Thrive - PL_CoconutOil_316-blog-2000x1086The families behind these farms are generally husband and wife teams, with aspirations of a better future for their children. Of course, it’s not that easy—there are often also numerous challenges  standing in their way. From lack of transportation and infrastructure to limited insight into the competitive landscape, our coconut oil suppliers persevere, never surrendering to the luring promises and unethical practices of giant, profit-hungry corporations.

You can taste the fruit of their labor in each spoonful of Thrive Market’s new coconut oil. Organic, cold-pressed, and never refined, this rich, creamy oil is just the way nature intended it to be—pure, nutritious goodness, from an ethically sourced supply chain, at a fraction of the usual price tag.

Quite simply: It’s superfood perfection in a jar.

Photo credit: Alicia Cho



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.