By George Anderson
A new online grocery service in Colorado with a focus on organic and natural foods is hoping that emphasis will help it establish a sustainable niche in a market that includes King Soopers' HomeShop service.
Aspen Grove Market cofounder Brian Chrisman said his company's model was created by learning from the mistakes of others, such as the long-departed Webvan.
"I saw other online grocers, but they didn't have success back then," he told the Rocky Mountain News. "I said, 'Times are different now,' and I looked at a lot of ways things could be done differently."
Aspen Grove Market will operate out of a 6,000-square-foot warehouse in Boulder and serve an area of 80,000 households. The company will charge $5.95 for standard orders delivered during a pre-arranged two-hour window with higher fees for quicker turnaround.
About 60 percent of the more than 4,000 items Aspen will stock are natural or organic items. The company plans to source locally whenever possible.
Aspen Grove's other cofounder, Mike Ruth, said the company is prepared to compete in a market that includes King Soopers' HomeShop.
"The research we've done has shown that, if you provide produce that's as good or better, you actually will end up selling a higher percentage than those stores do," he said.
Moderator's Comment: Has Aspen Grove Market found a sustainable competitive niche in the online grocery business? What will be the keys for the new venture to succeed? - George Anderson - Moderator