Executive Briefing

How an ambitious Kickstarter fits into the future of grocery shopping

Can a small selection of high-quality staples become habit-forming?

Move grocery almond butter
Screenshot

Most online grocers have simply tried to recreate the supermarket concept on the internet, offering thousands of items and brands that vary widely in quality and provenance.

So I’m intrigued by Move, a San Francisco-based startup that’s focusing on what founder Chai Mishra says will be high-quality, private-label staples — a selection Mishra says he wants to cap at 500 items, delivered across the US in two days.

That’s 99% less stuff than the 50,000 items many supermarkets stock today, and is based on what sounds like a sort-of extreme version of the 80/20 rule.

The idea is that Move could check most items off most peoples’ grocery lists — olive oil, meat and fish, tortillas, almond butter, tomato soup, coffee — while carrying fewer items, and supposedly charging significantly less than retail.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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