SAN FRANCISCO, CA - Teaming up with the White House, Instacart is taking fresh produce to a whole new level. Recently, the delivery platform announced what appears to be a first-ever online advertising capability. The new innovation enables produce brands to advertise fresh, weighted items from the produce department across the Instacart Marketplace.

“It’s essential that consumers have access to fresh, nutritious produce—whether they shop online or in-store,” said Ali Miller, Vice President of Ads Product at Instacart. “Online grocery offers a unique experience, helping brands deeply connect with and engage consumers as they explore new products or their usual staples across the digital aisles. With today’s launch, millions of consumers will now discover more fresh and nutritious options as they shop on Instacart, leveling the playing field for produce, and making sure everything from fresh citrus to sweet potatoes are just as discoverable as packaged goods. I’m especially proud to celebrate these new capabilities during National Nutrition Month, as we do our part to help influence healthier eating habits.”

During National Nutrition Month, Instacart is leveling the advertising playing field, making it possible for more produce brands, farms, and agriculture boards to advertise. Consumers now have more opportunities to discover nutritious food as they build their grocery baskets, search for a specific ingredient, and browse the digital aisles for inspiration. According to the release, the collaboration aligns with the White House Conference’s Hunger, Nutrition, and Health to help end hunger and reduce diet-related diseases by 2030.

Instacart is reportedly the first company to enable this ad innovation for weighted items across grocery partners. The company developed algorithms to map these items back to brands and partners, addressing challenges like limited information from third-party sources and different coding systems across grocers. Instacart is addressing this complex industry challenge so more produce brands can take advantage of advertising solutions.

“For 130 years, Sunkist Growers has been focused on delivering quality, fresh citrus to consumers. In fact, Sunkist’s first advertisement celebrated California’s ‘Orange Day’ back in 1908,” said Christina Ward, Senior Director of Global Marketing at Sunkist Growers. “In recent years, shopper behaviors have dramatically changed—at Sunkist, we are all about meeting shoppers where they want to buy. On Instacart, we have a seamless ‘add-to-cart’ button to guide millions of people across the country towards our fresh Sunkist fruits, which are then delivered to their homes in as fast as an hour. We’re proud to innovate alongside Instacart to serve up even more fresh and healthy options online.”

For more information on the innovation along with testimonials from California Table Grape Commission and California Sweetpotato Council, click here.

ANUK will keep an eye out for the latest partnerships and releases.

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