Tag: Greenling

Greenling Gets a New CEO

images-2Greenling, an organic food delivery service, announced Tuesday Bill Tolany will become its new CEO and has joined its board of directors.

Founder Mason Arnold, who has led the company since its founding in 2005, will remain on Greeling’s board of directors.

Tolany previously spent eight years at Whole Food Market in a variety of leadership positions.

“I am excited to welcome Bill to the Greenling family,” Arnold said. “From the beginning, Greenling’s mission has been to provide our customers with easy access to sustainable, local and organic food while offering fair prices and increased distribution to support our local producers.”

“Greenling has always been on the forefront of connecting people to their food sources,” Tolany said. “And with the growing importance of convenience, I’m particularly excited to expand our already outstanding selection of meal kits and prepared foods. Greenling is absolutely the most convenient way for customers to get authentic local and organic foods, and I am honored to be part of such an important mission.”

Greenling has raised $6.7 million since its founding.

Greenling has 48 employees in Austin, and 54 overall with operations in Austin, San Antonio and Houston.

Austin-based startup Greenling plans Dallas expansion

Greenling's marketing director Kathryn Hutchinson shows off the company's locally sourced produce

Special contributor to Silicon Hills News

Greenling has tapped into the growing interest in sustainable, organic, seasonal and locally sourced food by providing an alternative to traditional grocery stores and instead focusing on an increasingly sophisticated, organically inclined clientele.
Greenling is a start-up organic grocery delivery service which allows customers to shop for produce, meats, dairy, prepared foods and other products online and have those groceries delivered to their homes or workplaces up to four times per week.
Greenling’s mission is to provide home cooks with fresh, healthy foods in a manner that minimizes environmental impact, said Kathryn Hutchinson, Greenling’s marketing director. By delivering produce to customers’ homes, customers burn less fossil fuels than if they were to drive to the grocery store. The majority of Greenling’s produce is locally sourced, and those products not from Austin or surrounding areas are certified organic and sustainably produced. Produce that is out of season or that sells out quickly is pulled from Greenling’s webstore immediately, a practice which contrasts sharply with that of other, larger grocery stores, whose need to provide produce year-round leads to reliance on unsustainable and non-organic producers.
Lately, Greenling is seeing a big uptick in demand for its meal kits, which feature pre-cut and pre-measured ingredients ready to heat and serve. Kits are delivered in compostable or recycled containers and can even be tailored to customers’ unique dietary needs. So popular are Greenling’s meal kits that Greenling is currently expanding to a larger prep kitchen in order to accommodate demand.
Greenling was founded in 2005, funded by $5,000 investments each from Mason Arnold, current owner and CEO, and two co-founders. Since then, Greenling has raised $1.5 million from a range of investors and grown into the largest produce delivery service in central Texas, servicing roughly 5,000 customers along the I-35 corridor from Georgetown to San Antonio and everything in between. This year, Greenling is planning an expansion into the Dallas market, working with a network of farmers and producers to bring sustainable, organic produce to Dallas customers. At the heart of Greenling’s success is a simple and intuitive online store which displays available produce as large graphical icons—locally sourced produce marked with a prominent green tag—and allows customers to specify delivery dates and times. Its webstore and other innovations have allowed Greenling to succeed despite the capital-intensive nature of working with and delivering highly perishable produce. Customers who are interested in organic and sustainable produce tend to be more tech-savvy, notes Christine Blank of Supermarket News, and consumers in this demographic increasingly have less and less time to spend on going to the grocery store but still want to provide their families with healthy food options. Shopping online at Greenling only takes 10 to 15 minutes, notes owner Matthew Arnold in Blank’s piece “Organics Online,” as opposed to dealing with traffic congestion, parking and large crowds at a grocery store. Satisfying the needs of these time-strapped, net-savvy consumers has allowed Greenling to flourish on delivery services alone without the need to open a storefront. A lack of free time to shop for healthy food was what drew Patrick Condon to start shopping with Greenling, and their success in delivering such foods compelled him to invest in the company several years later. “They do all the research and vetting of farmers for me and then deliver the best of the best to my doorstep, “ Condon notes. “It is truly a farmer’s market on my doorstep.” Condon praises in particular Greenling’s plan to move into the Dallas market. “[Greenling is] positioned incredibly well for the changing tide happening in American’s taste in healthy and sustainable food alternatives,” since Greenling has been able to combine consumers’ nascent passion for sustainable foods with a successful business model.
Of course, online grocery shopping is nothing new. PeaPod, Safeway.com, Plumgood Foods, Planet Organics, MyWebGrocer and other businesses have all built successful online grocery shopping markets. Nor is interest in online grocery shopping confined to the US; global grocery giant Tesco this year rolled out a virtual grocery shopping smartphone app in Thailand and online grocery sales are expected to double in the UK over the next five years, all but overtaking traditional grocery shopping. But Greenling is unique in part because of its focus on regional geography, delivering Texas produce to central Texas eaters. Limiting business to Texas is an asset rather than a hindrance, Arnold notes, because “sometimes [Greenling has] a better timeframe for delivery” than distributors that focus on larger areas. Greenling’s marketing strategies are also very regionally focused, rarely relying on more than word of mouth to advertise their services.
“Growth has been spectacular,” Arnold remarks, noting the humble beginnings of the company running out of one of the co-founders’ garage. Seven years and $1.5 million raised from a range of investors later, Greenling is poised to continue growing and continue attempting to change the way we eat for the better.

Greenling wants to change the way you eat

At the Capital Factory’s Demo Day, Mason Arnold gave a quick pitch on Greenling, the organic grocery delivery service.
“Our food system is broke,” Arnold said.
He estimates more than half the population in the U.S. will die from food-related disease, primarily obesity-related illnesses. He founded Greenling to change the way people eat. And he says Greenling “makes it easy, fun and delicious to change the way you eat.”
If you’re making resolutions for the new year to eat right and exercise, you might want to check them out. The Austin-based startup has more than 5,000 customers. Some of their most popular products are their seasonal veggie boxes and complete meal kits. Greenling recently partnered with Austin-based Whole Foods, which also works with local and organic farmers to bring fresh produce to customers in the Austin and San Antonio region.
This video is from the Capital Factory’s Demo Day.

And if you still want to know more, check out Greenling’s video.

Eight startups to watch from Demo Day in Austin

Mason Arnold of Greenling pitches its healthy grocery delivery service

A gaming company, weather site and even an organic grocery delivery service pitched their startup companies at the Capital Factory’s Demo Day in Austin last week.
In an afternoon session, 17 entrepreneurs fast pitched their ventures on stage at the AT&T Executive Education and Conference Center to other entrepreneurs, investors and the media. Here’s my top eight:

Apptive – Chris Belew, an experienced entrepreneur, founded the site, which allows anyone to make a mobile phone app easily without having to know how to code. Prices start at $300. The company is signing up re-sellers to market its services. Its customers include attorneys, chambers of commerce and small businesses. The company is looking to raise $500,000 in the next three months.

The Daily Dot – Nick White, co-founder and CEO, worked for the traditional newspaper industry for years, but saw a new opportunity online. “People live their lives online,” White said. But the media didn’t get that memo, he said. They still cover the Internet like an industry and not like a community, he said. That’s the sweet spot for The Daily Dot, which bills itself as the hometown newspaper of the World Wide Web. “It’s the paper of record for the Internet,” he said. “It covers what happens online.”

Forecast – Rene J. Pinnel, the CEO of Hurricane Party, was a 2010 Capital Factory finalist. The company created an app called Hurricane Party, which it introduced at the last SXSW Interactive. Forecast is the company’s latest app. The app launched eight weeks ago and has 27,000 users in private beta testing right now. With the app, users broadcast their plans to friends. The company is raising $250,000 in seed funding and has about half of the money already committed.

Greenling – Mason Arnold, one of the founders, wants people to eat healthier to save their lives. He created an online shopping and grocery delivery service in Austin and San Antonio with more than 5,000 customers. The company plans to expand to Houston and Dallas next year. “The food system is changing,” Arnold said. “It has to change and Greenling is here to save the day.”

Infochimps – Dhruv Bansal, one of the founders, created a marketplace for data. His two-year-old data services company aggregates and sells data sets. He also made news at the event with the announcement that Infochimps acquired another Capital Factory finalist from 2010, Keepstream, a social media curation site.

Loku – Dan Street, the founder, wants people to plug into the local scene. His company provides information on local establishments from coffee shops to bars and provides graphics and maps and reviews. The company is raising $1.5 million in its first round of venture capital funding.

Ricochet Labs – Rodney Gibbs, a seasoned entrepreneur, founded Ricochet Labs to encourage people to play more games. The company created a gaming platform called Qrank, which lets people play a question and answer trivia game. “We make it easy for anyone with content to make mobile games out of that content,” Gibbs said. The Texas Tribune, Kirkus Review and others are currently using the game to engage and reward their readers.

Stormpulse – Matt Wensing, founder, wanted better storm tracking data for his family. So he wrote some software and created Stormpulse in 2006. He lives in Jupiter, Florida, which is in Palm Beach County. The site now has all kinds of big companies as customers like FedEx, Disney, IBM and JetBlue. The companies need the most accurate weather information to run their business. In addition, government agencies like NASA and the Navy use StormPulse, but Wensing said he was totally blown away when he was eating his breakfast cereal one morning and he got a call from the White House. The White House situation room uses Stormpulse to keep track of pending storms. Wensing’s currently seeking funding to expand the site.

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