Grocery startup seeks to fill a niche online

Hive is an online marketplace for the sale of premium sustainable grocery products. The startup's cofounders hail from consumer-direct brands and retailers Casper, Freshpet and Jet.com. "We believe people are becoming more and more compelled to shop in a way that is sustainable," said Katie Tyson, cofounder and chief commercial officer of Hive. "People are tired of relying on the government to achieve the big-step changes we need to make, and they want to be involved. They want companies to be more involved too. We chose to focus on the world of grocery as these items are the most frequently consumed and thus have a huge opportunity to make an impact over time."