Flashfood Inc. has made its official Los Angeles debut last month when the Toronto-based mobile marketplace announced a partnership with the local grocery chain Gelson’s Markets.

Flashfood, which connects shoppers to surplus groceries on discount from partnering stores, launched a $9 fresh produce box that shoppers can order and pick up at select Gelson’s locations in West Hollywood, Silver Lake and four other neighborhoods in the city.

The Encino-based grocery store chain saw more than 200 boxes purchased over the course of the first few days since the launch, which is the equivalent of more than 3,000 pounds of fresh fruits and vegetables redirected into local households and away from landfills, according to a Flashfood spokesperson. Every day, most of the boxes sold out.

“We’re just starting with produce initially, but I can imagine very soon in L.A. you’re going to find a whole lot more available,” said Flashfood’s Chief Executive Jordan Schenck. “Our mission is to make sure that all of that food never finds its way to landfill.”

In a statement, Gelson’s Chief Merchandising and Marketing Officer Rick Williams added: “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.”

Gelson’s Markets is owned by Japanese retail company Pan Pacific International Holdings Corp., which acquired it in 2021.

Struggles with food insecurity

While continuing its existing collaborations with grocery retail networks like The Kroger Co., Meijer Inc. and The Save Mart Cos. in more than 2,300 stores in North America, the company is now focusing on strengthening its West Coast operations.

During the federal government shutdown that lasted for 43 days, Flashfood saw a jump in sales for its $9 produce boxes. “In this time, more than ever, we’ve just seen such a spike, obviously, in the engagement on our platform,” Schenck said.

One in four households in L.A. County have struggled with food insecurity as of October 2024, according to a study conducted by the University of Southern California’s Dornsife College of Letters, Arts and Sciences. The county’s sanitation districts reported that about 4,000 tons of food is wasted daily.

Since its launch in 2016, Flashfood has “rerouted more than 130 million pounds of food from landfills while saving its shoppers more than $330 million on their groceries,” according to its website.

“I am glad that we exist in a time when folks really need us,” Schenck said, “but we existed long before, we will exist long after, and we will exist so long as food finds its way to the landfill unnecessarily.”