Food waste reduction platform Flashfood has partnered with Kroger’s Mid-Atlantic Division to launch a pilot program across 16 Richmond-area stores, offering customers significant discounts on surplus groceries while supporting the retailer’s Zero Hunger Zero Waste sustainability commitments.
The partnership enables Richmond-area customers to purchase fresh groceries in surplus or nearing best-by dates—including meat, dairy, produce, and baked goods—at substantial discounts through the Flashfood app. Customers can then collect items from designated Flashfood zones inside participating Kroger locations.
“Kroger’s leadership in operational excellence makes them an incredible partner to demonstrate what Flashfood can deliver when executed at scale,” said Jordan Schenck, CEO of Flashfood. “We’re thrilled to be kicking off this partnership and to support Kroger’s impactful Zero Hunger, Zero Waste program.”
The collaboration addresses multiple sustainability and affordability objectives by redirecting surplus food from waste streams while providing access to discounted groceries for cost-conscious consumers.
Health and nutrition outcomes drive consumer adoption
Flashfood’s 2024 Impact Report demonstrates measurable health benefits from the program’s implementation. A 2025 shopper survey revealed that 70% of Flashfood users reported healthier diets since using the platform, while 65% indicated increased fruit and vegetable consumption.
These outcomes suggest that affordable access to fresh produce through surplus food programs can influence dietary patterns, particularly for price-sensitive consumers who might otherwise limit purchases of fresh items due to cost considerations.
“At Kroger, we’re always looking for innovative ways to serve our communities, reduce our environmental impact and move closer to our Zero Hunger Zero Waste goals,” said Kate Mora, Mid-Atlantic Division President. “Our partnership with Flashfood helps us achieve all three.”
Program reaches significant scale across North America
The Richmond expansion brings Flashfood’s total reach to more than 2,000 stores across North America. The program has diverted over 140 million pounds of food from landfills while generating more than 355 million dollars in savings for consumers since inception.
Kroger’s Mid-Atlantic Division operates over 100 stores across Virginia, West Virginia, Kentucky, Tennessee, and Ohio, employing approximately 18,000 associates. The division’s sustainability efforts include partnerships with nine Feeding America food banks and support for more than 4,000 nonprofit organizations.
Last year, Kroger Mid-Atlantic donated 16.5 million meals to charity and 3.6 million pounds of food to food bank partners, demonstrating existing infrastructure for food redistribution programs.
The Flashfood marketplace connects retailers with consumers seeking discounted groceries, creating a technology-driven solution for surplus food management. Discounts of up to 50% on items that would otherwise require disposal are offered on the platform, creating value for both retailers and consumers.
The B-Corp certified company currently partners with more than 2,300 stores across North America.
