Farmstead Gives Kraft Heinz Direct Channel to Consumers

Online grocer Farmstead has teamed up with The Kraft Heinz Co. to provide the CPG powerhouse’s products to the e-tailer’s customers, a partnership the companies revealed at Shoptalk 2019, taking place in Las Vegas March 3-6.

The deal boosts the San Francisco-based online grocer’s overall curated inventory by about 5 percent while setting the stage for the rapid national expansion of its 35-minute delivery online-grocery model this year.

Kraft Heinz inventory is already available thorugh Farmstead, with hundreds of additional items to be added in the coming weeks.

“Kraft Heinz welcomes the opportunity to partner with innovative emerging platforms, like Farmstead, which offer consumers differentiated value in grocery ordering and delivery,” said Jacob Stewart, head of ecommerce sales at Chicago-based Kraft Heinz.

“Our research shows that most families go to multiple grocery stores to find everything they need within their budget,” added Farmstead founder and CEO Pradeep Elankumaran. “Farmstead’s goal is to be the only grocer a household needs – with this Kraft Heinz partnership, we’re now able to source more mainstream grocery items. Our customers can still get the great locally sourced produce they are accustomed to from Farmstead, plus the national-brand staples they also want, at prices lower than local supermarket prices, delivered for free.”