Kroger and Flashfood: A Revolutionary Approach to Reducing Food Waste and Enhancing Affordability

Table of Contents

1. Key Highlights:
2. Introduction
3. The Mechanics of the Flashfood-Kroger Partnership
4. Meeting the Needs of Health-Conscious Consumers
5. Driving Store Traffic and Increasing Revenue
6. Expanding Access Through SNAP Integration
7. A Broad Retail Footprint and Future Expansion Plans
8. Conclusion

Key Highlights:

• Kroger has partnered with Flashfood to launch a pilot program in Richmond, Va., aimed at reducing food waste and enhancing food affordability through discounts on fresh products nearing their sell-by dates.
• The initiative aligns with Kroger’s Zero Hunger | Zero Waste goal, utilizing a data-driven strategy to improve access to nutritious foods while simultaneously minimizing environmental impact.
• Flashfood's app allows customers to purchase heavily discounted groceries, leading to increased store traffic and additional revenue opportunities for retailers.

Introduction

In a world increasingly aware of the environmental consequences of food waste, the collaboration between Kroger, one of America’s largest grocery retailers, and Flashfood, a grocery discount app, presents a promising solution to both food affordability and sustainability. This partnership aims to address the dual challenges of food waste and economic access to nutritious food, particularly in Richmond, Virginia, where the pilot program is being launched. By offering significant discounts on fresh food items that are nearing their sell-by dates, the initiative not only helps consumers save money but also supports Kroger's commitment to its Zero Hunger | Zero Waste initiative.

As food prices continue to rise due to various economic pressures, innovative solutions that make healthy food more accessible are crucial. This program leverages technology to lessen food waste while simultaneously driving foot traffic and increasing sales within stores. With a focus on user engagement and sustainability, this pilot may serve as a model for future grocery retail strategies across the nation.

The Mechanics of the Flashfood-Kroger Partnership

Kroger's collaboration with Flashfood is rooted in a straightforward operational model. Store teams are tasked with identifying items that are nearing their best-by dates during routine store checks. Instead of discarding these products, employees scan them into the Flashfood system, making them available for purchase at discounted prices through the app. Customers can then easily browse these listings and collect their selected items from designated Flashfood zones within the store.

This approach not only aids in reducing food waste but also offers retailers a mechanism to recover costs associated with products that would otherwise be lost. According to Jordan Schenck, CEO of Flashfood, this system allows retailers to "receive that dollar back on their shrink line,” emphasizing the financial benefits of diverting food from landfills.

Meeting the Needs of Health-Conscious Consumers

The Flashfood app is designed with the health of consumers in mind. A 2025 shopper survey indicated that 70% of users reported healthier eating habits since utilizing the app, with 65% stating they consume more fruits and vegetables. This shift can be attributed to the quality of products available through Flashfood, which often includes organic and premium items.

Interestingly, the app's most popular offerings include beef and produce, reflecting current consumer trends where protein costs are a significant concern for shoppers. For the Richmond pilot, Kroger will be testing individual produce SKUs rather than the typical bundled “produce box” model, allowing for greater flexibility and choice for consumers.

Driving Store Traffic and Increasing Revenue

Unlike traditional markdown strategies like yellow sticker promotions, Flashfood’s model is designed to attract customers into the store. The app encourages frequent visits, with the average user accessing it approximately 3.5 times per week. Users of Flashfood make 1.1 additional trips to participating stores each month, resulting in an average increase of $25 spent on non-Flashfood items per visit. This not only helps recover margins lost to food waste but also enhances overall sales for grocery retailers.

The synergy between reducing waste and increasing customer engagement illustrates a compelling value proposition for retailers. Schenck notes that the combination of shrink recovery, increased trip frequency, and higher basket values makes a strong case for retailers to adopt the Flashfood model.

Expanding Access Through SNAP Integration

Flashfood is also committed to enhancing food accessibility through its support of Supplemental Nutrition Assistance Program (SNAP) transactions. Retailers such as Meijer and Giant Eagle have already integrated this feature, and discussions are underway for a similar initiative with Kroger. This integration is vital, as it opens avenues for low-income families to access discounted fresh food, thereby targeting food insecurity directly.

A Broad Retail Footprint and Future Expansion Plans

Since its inception in 2016, Flashfood has made significant strides, currently operating in over 2,000 stores across North America and diverting more than 140 million pounds of food from landfills. Schenck emphasizes that the main challenge for expansion lies not in the technology but in ensuring that store-level standard operating procedures are robust enough to support the initiative.

To better serve smaller and rural retailers, Flashfood is piloting a more flexible, standalone version of its platform. This adaptation is crucial for stores that lack enterprise-level IT or staffing capabilities, allowing for a more inclusive approach to food waste reduction and affordability. Schenck recognizes the necessity of reaching beyond urban centers, stating, “There’s a lot more folks to get to,” underscoring the need for accessibility in all communities.

Conclusion

The partnership between Kroger and Flashfood represents a forward-thinking approach to combating food waste while enhancing food affordability. By leveraging technology and a clear operational model, this initiative has the potential to reshape grocery retail dynamics, making healthy food more accessible to diverse communities. As the pilot program unfolds in Richmond, it will serve as an important case study for other retailers looking to address similar challenges.

FAQ

What is the Flashfood app?

Flashfood is a grocery discount app that connects consumers with heavily discounted fresh food items nearing their best-by dates. It helps reduce food waste while offering affordable options for shoppers.

How does the Kroger and Flashfood partnership work?

Kroger store teams identify food nearing its sell-by date and scan it into the Flashfood system. Customers can then purchase these items at discounted prices through the app and pick them up from designated areas in the store.

What types of products are available through Flashfood?

The app offers a variety of fresh food items, including meat, dairy, produce, and baked goods, often at discounts of up to 50%. It also features organic options, making healthier choices more accessible.

How does using Flashfood benefit consumers?

Users report healthier eating habits and increased consumption of fruits and vegetables. Additionally, the app provides significant savings on groceries, making it easier for consumers to afford fresh food.

Is Flashfood integrated with SNAP benefits?

Yes, Flashfood supports SNAP transactions at select retailers, helping to provide low-income families with access to discounted nutritious food.

How successful has Flashfood been in reducing food waste?

Since its launch, Flashfood has diverted over 140 million pounds of food from landfills and is operational in more than 2,000 stores across North America.

What are Flashfood's future plans for expansion?

Flashfood aims to reach smaller and rural retailers by piloting a standalone version of its platform, ensuring that all communities have access to affordable and healthy food options.