Online supermarket Pretty Green offers free, contactless and sustainable delivery

Pretty Green

Pretty Green, a new online supermarket, has launched to deliver a range of household items, pantry staples and fresh produce from markets to households across Sydney. 

The business was initially trialled in Sydney’s northern suburbs prior to COVID-19, however the decision was made to extend the grocery delivery service to aid home-bound families once 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,” Pretty Green CEO Benjamin Kassel said.   

“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.  

“Customers keep telling us that fresh food is important to them, and that they can’t get to the supermarket or food market themselves. We do that for you.” 

Pretty Green offers a wide range of everyday items and fresh produce with a 100 per cent free and contactless delivery, exceptional and sustainable delivery service and low prices.  

Shoppers register their suburb to “unlock” it for delivery via the Pretty Green app. Then they can order their groceries, which 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 the driver is 15 minutes away, reducing wait time. Outside of lockdown, shoppers can 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. 

Pretty Green is 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. 

“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,” Kassel said.   

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

Pretty Green was launched in Australia to a boom in online food shopping during the pandemic, which produced digital food sales nearing $1 billion per month by January this year. 

Grocery delivery services also became increasingly popular worldwide. According to the Financial Times, $14 billion was invested into on-demand grocery delivery services globally in 2020, with more funding during the first three months of 2021 than the whole of last year.  

Pretty Green is aiming to open distribution centres in other Australian states, as more product lines are continually added in line with demand. 


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