How an ambitious Kickstarter fits into the future of grocery shopping
Can a small selection of high-quality staples become habit-forming?
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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