Flashfood Launches Affordable Produce Box at Gelson’s Markets
Flashfood has announced the debut of its signature Produce Box, featuring a selection of affordable, fresh, and high-quality produce, now available at Gelson’s Markets. This initiative aims to provide a sustainable option for shoppers in West Hollywood, Silver Lake, and surrounding neighborhoods.
Customers can reserve a diverse assortment of seasonal fruits and vegetables, nearing peak freshness, for just $9 through the Flashfood app. Once reserved, they can conveniently pick them up at participating Gelson’s locations, ensuring access to delicious produce while combating food waste.
Expanding Access to Fresh Produce
“The city of Los Angeles leads the country’s trends by celebrating what pushes food, health, culture, and community forward,” stated Jordan Schenck, CEO of Flashfood. “This is the perfect audience for us, and a celebrated retailer like Gelson’s is the ideal partner. We aim to showcase the power of our platform in its purest form: affordable, delicious produce as a gateway to wellness, affordability, and sustainability.”
This partnership signifies Flashfood’s inaugural market in Southern California, a region renowned for its seasonal produce offerings.
Gelson’s Commitment to Sustainable Practices
“Gelson’s is known for exceptional produce, and our collaboration with Flashfood provides shoppers an easy way to enjoy fresh produce at great prices while contributing to the reduction of food waste in our community,” expressed Rick Williams, Chief Merchandising and Marketing Officer at Gelson’s Markets. “This initiative marks another step in our ongoing effort to foster a more sustainable food system in Southern California.”
About Flashfood’s Produce Boxes
Flashfood’s Produce Box is designed as an attractive option for shoppers, offering approximately 10 pounds of mixed fresh fruits and vegetables at competitive prices. These boxes have emerged as the top-selling item on Flashfood, with over 1.2 million boxes sold in 2025 alone.
Notably, fruits and vegetables account for a substantial portion of food waste in the U.S., comprising 43% of all surplus food—over 30 million tons annually. Alarmingly, fewer than one in ten individuals in the U.S. meet the recommended intake of fruits and vegetables, as reported by the Partnership for A Healthier America.
To date, Flashfood has successfully diverted over 145 million pounds of food from landfills, saving shoppers more than $370 million on groceries.
[RELATED: IGA, Flashfood Partner To Help Independents Reduce Shrink, Feed Communities]
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