Good Eggs
Good Eggs is a Southern California-focused direct-to-consumer organic grocery delivery service, owned by GrubMarket, offering fresh produce, prepared foods (Good Eggs Kitchen), meal kits, and household essentials via its e-commerce platform and iOS/Android apps to health-conscious Los Angeles-area households.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Good Eggs does
Good Eggs is a direct-to-consumer organic grocery delivery service operating primarily in Southern California, currently positioned as a wholly-owned subsidiary of GrubMarket, a national online farmers market and grocery technology company. The company operates an e-commerce platform accessible via web and native iOS and Android applications, offering a comprehensive grocery marketplace across roughly 14 product categories including produce, dairy and eggs, meat and fish, bakery, deli, snacks, drinks, alcohol, pantry, frozen, and health and home items, with an emphasis on organic and locally-sourced California producers and a curated 'SoCal-Owned Brands' merchandising section.
The product surface extends beyond raw grocery into in-house prepared foods under the Good Eggs Kitchen sub-brand (salads, bowls, ready-to-heat meals, sides, proteins, deli items, sauces, dressings, soups, snacks), a Meal Solutions offering of curated meal kits, weekly meal plans, and vegan/plant-based ready-made meals, Community Supported Agriculture (CSA) produce boxes, and Subscribe & Save recurring delivery across all major categories. Customer identity is supported through Google and Apple single sign-on, and digital gift cards ranging from $15 to $1,000 are sold in preset or custom denominations.
Revenue is generated through three primary streams: transactional grocery product sales (with delivery subject to an order minimum of $35-$50), a recurring membership subscription ($29/month or $179.99/year with first month free) that waives delivery fees and reduces service fees from a non-member baseline to a flat $5, and gift card sales. The go-to-market is direct-to-consumer, with customer acquisition driven by a referral program ($30 bonus to referrer, though one source cites $25), seasonal promotional codes (e.g., SUMMER30), and a content/email marketing cadence tied to weekly seasonal merchandising themes. The customer base is fragmented across health-conscious consumers in the Los Angeles metropolitan area; no enterprise or B2B customers are disclosed.
Good Eggs firmographics
Firmographics- Name
- Good Eggs
- Legal name
- Good Eggs, LLC
- Website
- https://goodeggs.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Good Eggs is a Southern California-focused direct-to-consumer organic grocery delivery service, owned by GrubMarket, offering fresh produce, prepared foods (Good Eggs Kitchen), meal kits, and household essentials via its e-commerce platform and iOS/Android apps to health-conscious Los Angeles-area households.
- Ownership category
- akta.pro rank
Good Eggs industry classification
Industry- Product category
- Online Grocery Retail
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Meal Kits & Recipe Box Delivery (AFAIAMAE)
- akta.pro secondary industries
- Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)
Keywords
Where Good Eggs is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Good Eggs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Grocery Product Sales: One-time purchase revenue from direct sales of groceries including produce, dairy, meat, bakery, pantry items, frozen goods, and household products. Customers place orders through the website or mobile app with delivery to their homes.
- Membership Subscription: Recurring subscription revenue from membership plans providing free delivery, reduced service fees ($5 flat vs higher for non-members), early access to products, and quarterly extra savings events. Monthly plan at $29/month or annual at $179.99/year with first month free.
- Gift Cards: Digital gift cards sold in preset denominations ($15, $30, $50, $75, $100, $150, $250, $500, $750, $1000) delivered via email or printable format, providing one-time revenue at time of purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Membership Plan - $29/month |
| Subscription | Annual | Annual Membership Plan - $179.99/year |
| Transaction based/ take rate | Pay-as-you-go | Non-Member Service Fee |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Good Eggs product offering
Product offeringCore offering
Good Eggs operates an online grocery delivery service that delivers fresh organic produce, prepared meals, and kitchen staples directly to consumers' homes. The platform curates products from local California farmers, ranchers, and artisan producers alongside trusted national organic brands. Orders are fulfilled through regional fulfillment centers with scheduled home delivery windows, supported by an optional subscription membership for regular shoppers.
Product overview
Good Eggs operates as an organic grocery delivery platform offering a comprehensive e-commerce marketplace combined with proprietary prepared food brands. The core platform enables customers to shop across 14 major product categories: Produce, Dairy & Eggs, Meat & Fish, Bakery, Deli, Snacks, Drinks, Alcohol, Pantry, Frozen, and Health & Home. The ecosystem includes proprietary sub-brands like Good Eggs Kitchen (in-house prepared foods) and Meal Solutions (meal kits and ready-made meals), complemented by subscription services (Subscribe & Save), membership programs, gift cards, and a referral program. The company serves the Southern California market with same-day and next-day delivery options.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Grocery Delivery
Companies that use Good Eggs
Customer profileSegments3 records
Ideal customer profiles1 record
Good Eggs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Good Eggs partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GrubMarketcoreGood Eggs is a wholly-owned subsidiary of GrubMarket, a national online farmers market and grocery delivery service. The acquisition provides Good Eggs with access to GrubMarket's broader supply chain network and operational resources while maintaining its Southern California focus and brand identity.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Good Eggs competitors and assessment
Company assessmentDirect peers
- Instacart: Largest US online grocery delivery platform; directly competes with Good Eggs by fulfilling online grocery orders from local retailers and grocers, with broad national reach that dwarfs Good Eggs' SoCal footprint.
- Thrive Market: Online membership-based organic and natural foods retailer delivering nationwide; closest direct comparable in terms of organic/healthy positioning, subscription model, and curated grocery curation.
- FreshDirect: Online grocery delivery service operating owned-fulfillment centers; comparable DTC grocery model with prepared foods and meal solutions competing for the same premium grocery shopper.
Emerging players
- Misfits Market: Subscription-based online produce and grocery delivery service focused on organic, sustainable sourcing; overlaps with Good Eggs on produce-heavy DTC grocery subscriptions and farm-direct sourcing narrative.
- Imperfect Foods: Subscription produce and grocery delivery company with a focus on reducing food waste; similar DTC subscription mechanics and produce-led basket, though positioned on ugly-produce rather than organic premium.
- Sun Basket: Meal kit and prepared-meal DTC brand focused on organic and healthy positioning; comparable on curated meal kits and organic sourcing messaging, with smaller national footprint than HelloFresh.
Broad incumbents
- Amazon Fresh: Amazon's online grocery delivery service; broad incumbent competitor with subscription benefits (Prime) that overlap heavily with Good Eggs' membership value proposition.
- Whole Foods Market: Premium organic grocery retailer (Amazon-owned); comparable on organic product curation and prepared-meals expertise, with established brand and supply scale in California.
- HelloFresh: Global meal kit subscription leader; competes with Good Eggs' Meal Solutions / Curated Meal Kits offering but operates at fundamentally larger scale with national delivery.
Others
- GrubMarket: Parent company and B2B food supply chain operator; comparable distribution and sourcing infrastructure rather than consumer offering, but operationally entangled with Good Eggs' fulfillment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Good Eggs social profiles
Digital presenceGood Eggs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Eggs leadership team
Management profileNumber of profiles
Good Eggs funding detail
Funding detailFunding overview
Funding rounds10 records
Investors23 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Eggs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good Eggs
What does Good Eggs do?
Good Eggs operates an online grocery delivery service that delivers fresh organic produce, prepared meals, and kitchen staples directly to consumers' homes. The platform curates products from local California farmers, ranchers, and artisan producers alongside trusted national organic brands. Orders are fulfilled through regional fulfillment centers with scheduled home delivery windows, supported by an optional subscription membership for regular shoppers.
Is Good Eggs a public or private company?
Good Eggs is a private company. It is classified as corporate owned and is currently operating.
When was Good Eggs founded?
Good Eggs was founded in 2011. It employs 501 to 1,000 people.
Where is Good Eggs based?
Good Eggs is headquartered in San Francisco, United States, in the North America region.
How does Good Eggs make money?
Three revenue lines are on record. Grocery Product Sales are the primary driver. The others are membership Subscription and gift Cards.
Who are Good Eggs's main competitors?
Direct peers on record are Instacart, Thrive Market and FreshDirect. Emerging players are Misfits Market, Imperfect Foods and Sun Basket. Broad incumbents are Amazon Fresh, Whole Foods Market and HelloFresh. GrubMarket is listed as an others.
Does Good Eggs have an API?
No public API is recorded for Good Eggs.
What industry is Good Eggs in?
Good Eggs's product category is Online Grocery Retail. Its primary akta.pro industry code is AFAIAMAE, Meal Kits & Recipe Box Delivery, with a secondary code of CRAHAKAA, Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads). Its SIC code is 2000.