[2] Described as "Costco meets Whole Foods",[3] Thrive Market's business model is designed to simplify the supply chain by eliminating the markup typically applied by brick-and-mortar grocery stores.

Thrive Market offers incentives with membership including discounts, gifts, exclusive product collaborations, and samples with orders.

[8] Examples of filters include vegan, paleo, keto, gluten-free, Fair Trade Certified, and Non-GMO Project Verified.

[13][14] They work closely with the True Sioux Hope Foundation to provide healthy offerings for native communities,[15][16] In 2020, Thrive Market announced its Food Equality Now campaign.

[17] Thrive Market was launched in November 2014 to address the geographical and monetary challenges that bar communities from healthy food.

[19] Lovelace grew up on an organic farm in Ojai, California and saw the power of group buying as a way to make healthy food affordable and build community.

[21] They then focused on building a network of more than 200 health and wellness investors—including Deepak Chopra, Tony Robbins, and Jillian Michaels—to support Thrive Market individually.

Soon after the petition launched, Gunnar Lovelace participated in a congressional briefing hosted by Congressman Tim Ryan and actress-activist Shailene Woodley.

Lovelace also met with Senior Nutrition Policy Advisor Debra Eschmeyer and USDA officials in the White House.

On September 25, 2016, the USDA announced plans for its pilot program for online shopping and called for volunteers to apply for participation.

[41] Thrive Market attracts new users through free trial memberships, which last one month before automatically renewing at an annual cost of $59.95 billed to the customer.