Meet Gunnar Lovelace, who faced rejection from 50 venture capital firms, kept building Thrive Market, raised over $160 million

Gunnar Lovelace faced rejection from 50 venture capital firms before launching Thrive Market, an online grocery business focused on natural and organic products. Instead of giving up on the ides, he and his co-founder Nicholas Green changed their fundraising strategy. The company eventually raised more than $160 million, according to a report by Entrepreneur.

The business was built around a simple idea that healthy food should not be available only to people who can afford to pay premium prices. Lovelace wanted to make natural and organic products more accessible.

Why did he face rejection?

Lovelace and Green faced doubts about whether they could compete in the grocery industry. Lovelace had earlier said that investors questioned why the founders believed they could disrupt that industry.


The founder initially funded the business themselves while approaching venture capital firms for investment. Their efforts did not produce the backing they needed from traditional investors.

The founders later looked for people who understood their goal of making healthier food more affordable.

How did Lovelace find investors?

Both changed their approach and turned to individuals who supported their vision. The company raise its early funding by working with investors who shared its interest in health and wellness.

In 2014, Thrive Market raised $8 million from more than 100 individuals, according to media reports.

The approach helped the company move forward without relying only on traditional venture capital firms. The backing also gave the founders money to develop their online grocery business.

What does Thrive Market offer to the customers?

Thrive Market operates as a membership-based online retailer selling natural and organic groceries, along with home and beauty products. Its model allows members to buy products at prices below traditional retail rates.

How much money did Thrive Market raise?

Thrive Market's fundraising continued after its early investment. In July 2015, the company raised $30 million in a funding round led by Greycroft Partners, according to the Los Angeles Times.

In June 2016, it secured another $111 million in a round led by investment firm Invus, FoodNavigator reported. The funding was intended to help the company expand its infrastructure, marketing and range of private-label products. By October 2017, Entrepreneur reported that Thrive Market had raised more than $160 million.