Flashfood has debuted its signature Produce Box – a mix of affordable, fresh and high-quality produce – in Gelson’s Markets stores.
Shoppers in West Hollywood, Silver Lake and surrounding neighborhoods can reserve $9 assortments of seasonal fruits and vegetables nearing peak freshness through the Flashfood app, then pick them up at participating Gelson’s stores. This offers access to affordable produce while preventing it from going to waste.
“The city of Los Angeles leads the country’s trends by celebrating what is pushing food, health, culture and community forward,” said Jordan Schenck, CEO of Flashfood.
“This is the perfect audience for us, and a celebrated retailer like Gelson’s is the perfect partner to do it. We want to showcase the power of our platform in the purest form: affordable, delicious produce as a gateway to wellness, affordability and sustainability.”
The partnership marks Flashfood’s first market in Southern California, a region famous for its seasonal produce.
“Gelson’s is known for exceptional produce, and our partnership with Flashfood gives shoppers an easy way to enjoy fresh produce at a great price while reducing food waste in our community,” said Rick Williams, chief merchandising and marketing officer at Gelson’s Markets. “It’s another step in our ongoing effort to support a more sustainable food system here in Southern California.”
Flashfood’s Produce Boxes
This is Flashfood’s first grocery partner to focus on the Produce Box offering: a box of mixed fresh fruits and vegetables designed to give the shopper about 10 pounds of produce at great prices. The boxes are the No. 1 selling item on Flashfood, with more than 1.2 million boxes sold in 2025 alone.
Fruits and vegetables make up a large portion of U.S. food waste: 43 percent of all surplus food, equal to more than 30 million tons per year. At the same time, fewer than one in 10 people in the U.S. eat the recommended amount of fruit and vegetables, according to the Partnership for A Healthier America.
To date, Flashfood has diverted more than 145 million pounds of food from landfills and saved shoppers more than $370 million on groceries.
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