Starday

Over the last 18 months, digital grocery has gone from the fringe to the forefront of consumer purchasing behaviors. Far before U.S. adoption skyrocketed to 43% in 2020 from 24% in 2018, our team set out to figure out “if digital grocery adoption became meaningful, what would happen?. We knew we’d be behind the curve to invest in a digital grocery upstart like Imperfect or Misfit given our investment stage, but felt that there had to be additional opportunities created as the value chain evolved.