Flashfood and Gelson’s Bring Affordable Produce to Los Angeles Shoppers

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LOS ANGELES--(BUSINESS WIRE)--Oct 29, 2025--

Leading affordable grocery app Flashfood is making its Los Angeles debut in partnership with Gelson’s Markets. This introduces Flashfood’s signature and popular Produce Box – a mix of affordable, fresh and high-quality produce – to anyone looking for a great deal on fruits and vegetables.

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The Flashfood Produce Box

Shoppers in West Hollywood, Silver Lake, and surrounding neighborhoods can now reserve $9 assortments of seasonal fruits and vegetables nearing peak freshness directly through the Flashfood app, then pick them up at participating Gelson’s stores. This offers convenient access to delicious, affordable produce while preventing it from going to waste.

“The city of Los Angeles leads the country’s trends by celebrating what is pushing food, health, culture, and community forward,” said Jordan Schenck, CEO of Flashfood. “This is the perfect audience for us, and a celebrated retailer like Gelson’s is the perfect partner to do it. We want to showcase the power of our platform in the purest form: affordable, delicious produce as a gateway to wellness, affordability and sustainability.”

The partnership marks Flashfood’s first market in Southern California, a region famous for its seasonal and plentiful produce – but also its high cost of living. It also builds on Gelson’s long-standing commitment to sustainability and innovation, turning surplus produce into an opportunity for shoppers to save while helping to keep food out of landfills.

“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,” said Rick Williams, Chief Merchandising and Marketing Officer at Gelson’s Markets. “It’s another step in our ongoing effort to support a more sustainable food system here in Southern California.”

Flashfood’s Produce Boxes

This is Flashfood’s first grocery partner to focus exclusively on the Produce Box offering: a box of mixed fresh fruits and vegetables designed to give the shopper approximately 10 pounds of produce at great prices. They’re by far the number one selling item on Flashfood, with more than 1.2 million boxes sold in 2025 alone.

This matters for a couple of reasons. Fruits and vegetables make up a massive portion of US food waste: 43% of all surplus food, equal to more than 30 million tons per year ( ReFED, 2023). At the same time, fewer than 1 in 10 people in the US eat the recommended amount of fruit and vegetables (Partnership for A Healthier America). In part because it’s expensive! For the last 40 years, we’ve seen the price of produce drastically outpacing the cost increase of other foods (USDA).

To date, Flashfood has diverted over 145 million pounds of food from landfills and saved shoppers more than $370 million on groceries. Flashfood’s expansion into L.A. represents a continued push to make nutritious food affordable and accessible in all markets across North America.

For more information, including a list of participating Gelson’s locations and to download the app, visit www.flashfood.com.

About Flashfood
Flashfood is on a mission to feed families, not landfills. The app marketplace connects shoppers with fresh and affordable produce, meat, dairy and other groceries. By partnering with retailers across North America, Flashfood offers shoppers nutritious staples at affordable prices, and reduces the amount of food going to landfills. To date, Flashfood has rerouted more than 145 million pounds of food from landfills while saving its shoppers more than $370 million on their groceries. Flashfood is a B-Corp certified company currently partnered with more than 2,000 stores across North America. For more information, please visit www.flashfood.com.

About Gelson's Markets
Gelson's is a collection of premium food and beverage markets with 26 locations throughout Southern California, along with one ReCharge by Gelson’s premium convenience store in Santa Ana. The markets offer the full breadth and amenities of a traditional grocer, combined with the high level of personalized service and tailored offerings of a neighborhood shop. Customers will find a wide range of carefully selected produce, meat, seafood, bakery, and floral items, as well as chef-crafted signature and seasonal recipes from Gelson's Kitchen, including deli to-go and catering. Shoppers can enjoy a unique collection of the best-quality local, specialty, and organic products, along with favorite national brands. Gelson's has earned recognition for its selection of top-quality private brand products, educational and tasting events, and charitable and community partnerships.

Founded in 1951 as an extraordinary food shopping experience for discerning consumers, Gelson’s continues to be committed to the highest standards for quality, value, and freshness; unsurpassed service; and attention to detail in a friendly and welcoming atmosphere. Find out why Life Tastes Better Here® at Gelson’s and follow @gelsonsmarkets on Instagram, Facebook, and TikTok.

View source version on businesswire.com:https://www.businesswire.com/news/home/20251029432039/en/

CONTACT: PR Contacts:Flashfood

Esther Cohn ([email protected])Gelson’s

Audrey Doherty ([email protected])

KEYWORD: CALIFORNIA UNITED STATES NORTH AMERICA

INDUSTRY KEYWORD: SUSTAINABILITY ENVIRONMENT SUPERMARKET CONVENIENCE STORE TECHNOLOGY APPS/APPLICATIONS FOOD/BEVERAGE RETAIL

SOURCE: Flashfood

Copyright Business Wire 2025.

PUB: 10/29/2025 08:00 AM/DISC: 10/29/2025 08:00 AM

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