Thrive Market, an online natural and organic foods retailer, is creating its own private label products. The plan is to sell these products exclusively on Thrive’s website and not to retailers such as Whole Foods.
So far, Thrive Market has launched their own brand of organic tomato sauce and coconut oil. However, Nick Green, co-CEO of Thrive, told Fortune that the online food retailer plans to release 100 private label products in the first half of 2016.
Thrive Market wants to offer natural and organic products at prices comparable to conventional non-organic retailers. The company would price the items to cover company expenses and profits as well as shipping costs. Currently, Thrive Market makes money by offering its customers subscriptions.
“It’s Whole Foods-type products at Costco-like prices,” Green told Fortune.
