Good Eggs Has Strong Opening in SoCal and Eyes Further Expansion

Online grocer Good Eggs recently launched its SoCal operation, starting with Los Angeles on February 1, followed by Orange County in late March.

Ben Hartman, Directory of Category Management, Good Eggs

“Propelled by our popularity in the Bay Area and our success in that region, taking Good Eggs’ revolutionary business model to Los Angeles and Southern California was the next obvious move for the company,” says Ben Hartman, director of category management. “Our goal is to bring Good Eggs’ transformative food experience to conscious consumers across the state. We’re now poised to deliver a complete sustainable food solution to families across Greater Los Angeles and SoCal—directly supporting the region’s best organic farmers, makers, and producers and creating hundreds of good jobs in the process.”

Before its Los Angeles debut, Good Eggs had an impressive 20,000-person waitlist for the area, and the feedback the company’s received since starting deliveries has been very positive. “[The] response in Los Angeles has been amazing thus far,” says Hartman. “We were originally in Los Angeles back in 2011 for a short period and were grateful both farmers and consumers welcomed us back with open arms. We are thrilled with the success in LA, and it continues to support future expansion plans.”

“We’re now poised to deliver a complete sustainable food solution to families across Greater Los Angeles and SoCal—directly supporting the region’s best organic farmers, makers, and producers and creating hundreds of good jobs in the process.” – Ben Hartman

“We are currently delivering to neighborhoods throughout the Greater Los Angeles area, from Silver Lake and Downtown LA to Malibu, Calabasas, and Manhattan Beach,” Hartman says. “On March 24, we expanded delivery to Orange County. Although we are focused on California at this moment, we are always looking at new areas for expansion across the West and potentially throughout the US.”

Located in Vernon, CA, the Good Eggs SoCal fulfillment center is 60,000 square feet and is “purpose built for local, peak-quality groceries, next-level meal kits, and fully prepared meal offerings,” Hartman says.

"Although we are focused on California at this moment, we are always looking at new areas for expansion across the West and potentially throughout the US." -Ben Hartman

When it comes to produce, Good Eggs offers a wide variety of items, 90-plus percent of which are organic (and most of the remaining 10 percent comes from farms transitioning to organic). “A few fan-favorite produce farmers that were added to our lineup in Los Angeles include Masumoto Family Farm, which produces fresh, delicious peaches, and the iconic Harry's Berries known for their famous strawberries,” says Hartman. “We also source unique varieties of organic produce from local farms, including avocados from LA County’s own Rancho Vasquez, blueberries harvested nearly year-round in Santa Barbara by Forbidden Fruit Orchards, and amazing specialty vegetables and fruits grown by County Line Harvest.”

Produce is a critical component of Good Eggs’ business and can be found in nearly all customers’ orders. “In fact,” says Hartman, “some of our most loyal Good Eggs customers often check out with orders that contain 50 percent produce.”

“A few fan-favorite produce farmers that were added to our lineup in Los Angeles include Masumoto Family Farm, which produces fresh, delicious peaches, and the iconic Harry's Berries known for their famous strawberries.” – Ben Hartman

Because the majority of Good Eggs’ produce comes from farms no further than 250 miles from the company’s fulfillment centers, it can be harvested at peak quality and delivered to customers within 24-48 hours, which allows for optimum freshness and shelf life.

A strongly purpose-driven company, Good Eggs prioritizes the well-being of its producers, customers, employees, and the planet. It offers competitive compensation (20-50 percent higher than average), full benefits, and equity to all its workers and does not use 1099 contract labor.

“Our employees aren't just employees,” says Good Eggs on its website. “They’re partners with a stake in the business. So you know that everyone up and down the line from driver to CEO is motivated to make Good Eggs great. We also make it a priority to work with suppliers who treat their workers fairly. We believe good food has a ripple effect—our personal health, the health of our communities, and ultimately our planet. Labor is a critical piece of that vision.”

Good Eggs also prides itself on its low-waste operation, which is made possible by data-driven ordering decisions. On average, only 3.5 percent of the company’s food is classified as waste, a number that is far below the 10 percent attributed to traditional grocery stores.