Wednesday, April 17, 2024

Online supermarket opens amid Sydney lockdown

Households across Sydney will soon have access to a wide range of household items, pantry staples and fresh produce from the morning’s markets thanks to a new online-only supermarket Pretty Green.

The store is claimed to offer a wide range of everyday items and fresh produce, 100% free and contactless delivery, exceptional and sustainable delivery service, and low prices.

Servicing locals in lockdown

Pretty Green CEO Benjamin Kassel had started a trial of the business across the city’s northern suburbs before the latest Covid lockdown hit. He decided to extend the grocery delivery service to help home-bound families across Greater Sydney when restrictions came into play.

“I realised I needed to get the business off the ground faster in order to help more people and families stuck at home,” Mr Kassel says.

“The fact that supermarkets are becoming transmission sites, and Sydneysiders can only leave the house if necessary, with only one person allowed to go shopping, led us to quickly reconsider where we were delivering to.”

How it works

Shoppers need to register their suburb to ‘unlock’ it for delivery via the Pretty Green app. Once they place an order, their groceries will be delivered within a chosen two-hour window from 7am to 9pm the next day, seven days a week.

They’ll receive a text when their driver is 15 minutes away, reducing wait time. Outside of lockdown, shoppers will be able to opt to have their items unpacked at home and into the fridge by friendly drivers who are allocated additional time in their day for customer assistance.

“Having the household groceries delivered to your door safely, contact-free and with zero delivery fees not only ensures peace of mind during these uncertain times but extra money in your wallet,” Mr Kassel says.

“It’s something only a digital-first supermarket can provide, and our trial shoppers have been delighted with the delivery service.”


The company is also committed to sustainability and reducing food and packaging waste.

Products are delivered in boxes which are taken on departure, leaving no bags or packaging behind. Ordered quantities of produce are processed each evening, resulting in less food waste the next day, and all deliveries are queued by suburb and carbon offset, with a new fleet of electric vans on the horizon

Future expansion

The company has launched in Sydney but has its eye on distribution centres in all states. More product lines are being added in line with demand, says Mr Kassel, and cost savings are passed onto customers.

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