Apparently, food delivery doesn’t always have to be burgers, fries and pints of ice cream. Grocery delivery company Instacart has introduced “Instacart Health,” an initiative designed to promote healthier living.
“At Instacart, our mission is to give everyone access to the food they love and more time to enjoy it together, and as an extension of that mission, we are committed to helping ensure everyone — every individual, every family, every community — can access fresh and nutritious food,” said Sarah Mastrorocco, vice president and general manager of Instacart Health. “With Instacart Health, we’re doubling down on our CEO Fidji Simo’s vision and building on a decade of experience and impact in this arena.”
Launched in conjunction with the recent White House Conference on Hunger, Nutrition and Health, Instacart Health is intended to highlight the role private secretary companies can play in promoting health and wellness. The program will use existing Instacart features like pre-loaded Carts and Shoppable Recipes to feature healthier foods and products.
The company is introducing the feature through a partnership with pop star Ciara. At launch, Instacart showed off the performer’s healthier choices Cart, which contains Rao’s tomato sauce, baby carrots, Sabra hummus, Lily’s No Sugar Added Peanut Butter Cups and almond milk. Ciara is the second celebrity to launch their own Cart in the company’s “The World is Your Cart” campaign, which featured Lizzo.
“Ciara believes that food is fuel to power her busy life on stage and with her three young kids,” Mastrorocco said. “As a working Millennial mom, Ciara was a natural fit to launch our healthier choices carts – our core consumer is what we like to call the ‘Busy Achiever.’”
Other initiatives under the Instacart Health umbrella are Care Carts, which are designed to enable healthcare providers and personal caregivers to order groceries or medical supplies on behalf of someone else, and Fresh Funds, which enables any organization – from nonprofits, to insurance companies and insurers, to employers – to give employees funds to buy nutritious food via Instacart.”
“Unlike a gift card, Fresh Funds are customizable, category-specific stipends intended for organizations to mass distribute to their constituents to cover the cost of fresh and nutritious foods,” Mastrorocco said. “Fresh Funds can be used like a company benefit for monthly fitness and wellness. It can also be used by medical providers to turn advice into action when paired with Nutrition lists and recipes.”
