New 'Local First' Online Grocery Service Launching In Denver

DENVER, CO — A new locally-focused, online grocery service called Pinemelon will launch in Denver April 12. With the intent of providing organic, healthy food, the company will work to prioritize Colorado businesses as much as possible, with a target of 20-25 percent of its offerings expected to come from Colorado producers.

The company initially tested the model in Central Asia. Pinemelon's CEO chose Denver as the company's first launch point in the United States because of the city's active population that is passionate about buying local, according to a news release.

Pinemelon is vertically integrated and owns all aspects of sourcing, purchasing and delivering, the news release said. Products move directly from the distributor to the Pinemelon Fulfillment Center, where they are then delivered directly to customers. And the company's delivery drivers are staff members, with benefits, driving vans owned by Pinemelon.

"Our team, a mix of Coloradans and recent transplants with over sixty years combined experience in the U.S. grocery industry, has used the past several months to visit and onboard area farmers and food artisans," said CEO Alexey Lee. "Next, we are all about building customer relationships at delivery drop-offs and throughout the community. The human element is just as important to us as completing an order accurately and on time."

When it launches, the service will be open from 9 a.m. to 9 p.m., seven days a week, and will deliver in a 30-minute radius from the fulfillment center, located behind Furniture Row on I-25, according to the news release.

"One of our overarching goals is to become a community aggregator, making local accessible from both a convenience and price perspective," said Chris Franklin, Pinemelon’s general manager. "We’re listening to suppliers and consumers so both can have meaningful and long-lasting relationships with Pinemelon."