Flashfood, the surplus grocery platform, is now available at all 100-plus Kroger stores in the Mid-Atlantic Division, covering Virginia, West Virginia, Ohio and Kentucky. The expansion follows a pilot that launched in 16 Richmond-area stores last summer.
Since that initial launch, Flashfood has helped Kroger Mid-Atlantic shoppers save nearly $700,000 on fresh groceries while keeping more than 290,000 pounds of food out of landfills.
“From the start, our Richmond customers have embraced Flashfood,” said Kate Mora, president of Kroger Mid-Atlantic.
“The expansion throughout our Mid-Atlantic division is a natural next step. This will give more shoppers the opportunity to save on groceries while ensuring less good food ends up in landfills, bringing our Zero Hunger Zero Waste commitment to life in a meaningful way.”
The platform connects shoppers with fresh produce, meat and other groceries at discounted prices through a marketplace app, targeting items approaching their sell-by dates that might otherwise be wasted. For Kroger, the partnership functions as a data-driven shrink management tool that supports waste reduction goals while generating revenue from products that would otherwise be written off.
“Together, we’re building a modern, data-driven shrink management system that supports Kroger’s waste reduction goals while helping more families access the food they need,” said Jordan Schenck, CEO of Flashfood.
The expansion includes a collaboration with Kroger Health on “Food as Medicine” initiatives. The two organizations will offer free virtual nutrition classes for Kroger shoppers, sharing tips for preparing healthy meals on a budget and making the most of fresh ingredients found on Flashfood. In a 2025 survey, 70 percent of Flashfood shoppers reported eating a healthier diet since using the app.
“Our team is always looking for ways to make healthier choices the easy choice for our shoppers, and Flashfood helps make those options both accessible and affordable,” said Laura Brown, director of nutrition for Kroger Health. “Through these nutrition classes, we hope to make healthy living more approachable while showcasing the wide variety of nutritious options available in our stores.”
Flashfood is a B-Corp certified company available in more than 2,000 grocery stores across North America. To date, the platform has rerouted more than 145 million pounds of food from landfills and saved shoppers more than $370 million on groceries.
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