Welcome to Seed and Harvest

Grocers continue to invest in their retail media businesses, and specialty grocery market fresh online has recently launched a digital-only magazine with interactive shopping features. The publication is supported by vendor advertising and provides an entirely shoppable experience.

Grocery store chain Kroger in Greensboro, North Carolina is offering CPG brands the chance to run targeted video ads alongside its ongoing series of shoppable livestream videos that include holiday meal prep tutorials and chef-developed recipes.

Online grocery sales in Europe

Online grocery sales have seen a meteoric rise across many European countries, fuelled by the pandemic. Though still far from saturation, in 2021 some US$4.5 billion was invested into operators that deliver groceries within 10-15 minutes (known as ‘quick commerce’ or ‘q-commerce’).

Last year, the UK and Netherlands experienced the strongest growth in online grocery sales; Germany, France, and the United States also experienced comparable success rates. In Europe as a whole, people living in cities made more purchases online than those living in towns or suburbs.

However, despite this rapid expansion, there remain numerous obstacles to conquer. These include q-commerce disruptors, fulfilment logistics issues, potential price changes and local resistance towards online channels that must all be navigated.

In spite of these obstacles, online grocery businesses offer some distinct advantages. For instance, price comparison across brands, discounts and deals, as well as express delivery are just some of the features available to shoppers online.

This market offers several additional advantages, such as access to payment gateways, special offers and cashback programs. This has become one of the main reasons why e-commerce portals have grown increasingly popular over time.

The European online grocery delivery market is expected to experience a compound annual growth rate (CAGR) of 17.2% during the forecast period. This growth is largely fueled by increasing digital literacy, an extensive selection of branded products, convenience of use and other advantages provided by online grocery platforms.

In Europe, the online grocery market is dominated by omnichannel supermarkets, hypermarkets and discounters. These players have the capacity to provide customers with a full basket of food items and groceries due to their size.


AmazonFresh is an online grocery store where customers can order fresh groceries from local farmers, restaurants, and shops. Additionally, the service provides delivery services for its customers’ convenience.

Prime members have access to a wide selection of items such as fruits, vegetables, dry grocery products, dairy products, meat and packaged foods. Plus they offer discounts, deals and coupon codes so that you can save money on purchases.

Amazon Fresh provides both online and mobile applications, enabling you to browse and select items from the app before having them delivered directly to your door. Alternatively, you can pick up your groceries at one of many US Amazon Fresh locations.

In addition to grocery shopping, the site also offers various other categories like home and beauty items. Furthermore, its sales feed allows you to view current deals for your desired items.

AmazonFresh can be accessed with mobile devices, computers and Alexa voice technology, making it incredibly simple for you to browse the inventory, identify your preferences and add items to your cart.

AmazonFresh offers a variety of discounts and coupons tailored specifically for each store and product, such as free delivery or discounts on your total order value. Furthermore, you can use SNAP EBT and P-EBT to pay for purchases made on AmazonFresh.

AmazonFresh has already proven that it can be a great option for those seeking convenience and high-quality food at reasonable prices. The site is free to use, offering an extensive selection of products from top brands at no cost.

AmazonFresh currently operates 39 locations in eight states and the District of Columbia, with new stores opening recently in New Jersey, California, Illinois and Virginia.

Amazon Fresh stores are continuing to open new locations across the US, as they expand their grocery selections to compete against established grocery chains like Wal-Mart, Kroger and Safeway.

Online initiatives from farms and small shops

When it comes to marketing fresh, small farmers and shops can get in on the action with online initiatives that range from basic to high tech. One popular model is hyper localized, where customers can order products directly from farms and pick them up at retail locations.

In addition to digital offerings, small farms can also leverage technology to enhance their operations and boost profits. For instance, Pinduoduo – China’s leading e-commerce platform – utilizes artificial intelligence to assist farmers in selling more product at lower prices as well as suggesting products based on consumer shopping preferences.

To effectively execute this type of marketing, it is important to identify who your target audience is and what product or services you plan on selling. Doing this will help narrow down the possibilities and develop a marketing strategy that guarantees results.

Direct to consumer marketing is a fantastic opportunity for farmers and other local businesses to connect with customers and build brand recognition in an increasingly crowded marketplace. Whether it’s creating an e-commerce site or developing an online CSA program, these initiatives are beneficial on many fronts; they reduce food waste, cut transportation and packaging costs, as well as greenhouse gas emissions – potentially making them more cost effective than traditional distribution channels in the long run. As such, small farms or retail stores should prioritize direct to consumer marketing initiatives; many retailers are now starting to incorporate innovative marketing tools into their supply chains and customer service strategies.


Convenience has become a hallmark of online grocery stores as customers increasingly prioritize it over other factors when making purchasing decisions. As consumers continue to refine their expectations and preferences for shopping, convenience has become an integral factor in their buying decisions.

Convenience stores are on the rise, offering new opportunities for food manufacturers. This trend is particularly evident in the produce market, which has seen an uptick in sales at these establishments.

According to the National Association of Convenience Stores, produce sales in convenience stores increased 2.9% last year – a marked contrast from the decline in produce sales at grocery and big box stores over the past decade.

Due to Millennials and Gen Z consumers’ desire for convenient food, convenience is high among both groups. The latter are especially interested in items that are portable and can be quickly heated or mixed up.

They prioritize product quality and seek out fresh ingredients packaged attractively. These trends have been met by a variety of food products, from canned and pre-prepared meals to frozen and microwaveable options.

Furthermore, the rise of home delivery and online ordering has revolutionized how consumers view their shopping experience. Customers are now willing to pay more for convenience and the ability to order groceries online.

These changes have had a significant impact on both the grocery industry and grocery store operators. Traditionally, grocery stores served as hubs for families to shop together for all their needs – providing everything they needed for one week’s worth of meals. Now, as more consumers rely on home delivery services, convenience stores must understand how to adjust their offerings to meet consumer expectations. To assist retailers in making informed decisions for their convenience stores, the National Association of Convenience Stores has launched a tool designed to assist them. This tool offers tips for designing a more efficient and customer-friendly store, as well as advice on improving food safety and minimizing food waste. These measures will guarantee convenience stores continue to draw in customers while remaining profitable in the long run.

2024 © Seed and Harvest. All Rights Reserved.