Thrive Market has always been an eco-conscious enterprise, offering foods made of real ingredients that are safe for the environment, delicious and fairly priced.
“It’s about driving a culture of reductionism, so the first step is with our own private brand and including how to reduce and use the minimal amount of packaging while providing a high-quality and stable experience for every product we sell,” McElwee explained.
In this model Thrive Market works with a partner to provide consumers with a prepaid shipping box with which they can send the materials back to a facility for upcycling.
McElwee warns not to let perfect be the enemy of the good — the goal doesn’t have to be “zero.” Taking any step in the right direction is progress.
Although Thrive Market starts by using the least possible amount of packaging while maintaining food safety and freshness protocols, McElwee points out that it’s critical not to remain boxed in by convention.
Indeed, when all else fails and elimination or reduction onsite is impossible, finding organizations that participate in reduction efforts around the world can make a difference.