Eating Well Without Compromise

I was raised in a rural Midwest town where there were more cows than people. I started working at the age of 5 in our small family business, and later became the first in our family to ever graduate college. From these and other personal experiences, I know that it’s not always easy to get ahead in life. The importance of caring for others and striving for better was shown to me in these communities, where kind people inspired and supported me to be more. That belief in community guides me today as an individual, and has been the main driver of success in the organizations I’ve been fortunate enough to lead through my career.

After twenty years of experience in the grocery industry, there is still a sense of discovery here at Flashfood in understanding the true impact we have on our community at-large: the retail partners who invite us in, the store associates who populate the app with food, and of course, the families who buy some of their groceries on Flashfood’s app every week.

When I first learned of Flashfood and met Josh, our Founder, it was because of the mission to eliminate food waste. Over time we became friends and we continued to curiously explore what Flashfood really was. What we learned is that Flashfood enables people to feed themselves.

Eliminating retail food waste is an important problem to solve, but addressing hunger and food insecurity is an equally urgent problem. Over and over our shoppers shared with us the reason they use Flashfood, the reason they LOVE Flashfood, is that it enables them to feed their families nutritious food, affordably. Often they tell us it was their first time trying one of the things they bought because it was previously out of reach, or they’re feeding their families less ultra-processed food because finally they can afford something better.

I'm incredibly proud of the fact that we've rerouted nearly 100 million pounds of food to the plates of families. What that means in dollars is that we’ve allowed our shoppers to save more than $200 million on their groceries. I like knowing that's money that went back to kids’ school supplies, that went to family vacations, to charity organizations.

We wanted to create a business and a brand that stood for all of these things in the way that it looked, the way that it felt, and the way we ultimately deliver our product.

Because at Flashfood, we believe that every family deserves to eat well, without compromise.

I'd like to introduce you to our new brand, which is built on the insights that I shared with you above. Our aim is to make grocery shopping joyful. That’s why we’ve chosen our brand to be represented as a basket with a bright blue color palette that’s vibrant and energetic. You can find our new color and new icon on your phone screens and later this year in your grocery stores. I can’t wait to hear what you think of it!

In my new role leading Flashfood I promise to listen to you, our community, and to engage with you. I want to hear your experiences on how Flashfood has impacted your life, answer your questions, and get your ideas to continue innovating. Please reach out, you can find me at [email protected] or on the social links below – where you may hear some of your neighbors’ stories from time to time.

With you,

Nicholas Bertram

Chief Executive Officer

Flashfood Inc.