Plum Market
Plum Market is a multi-channel specialty grocer operating 21+ full-service grocery stores, small-format urban locations, and licensed airport venues across Michigan, Florida, and US airports, serving health-conscious consumers and corporate/educational food service clients with natural, organic, and locally sourced foods.
- Company typePrivate
- Founded2007
- HeadquartersFarmington Hills, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Plum Market does
Plum Market is a privately held, multi-channel specialty grocery retailer founded in 2007 and headquartered in Farmington Hills, Michigan. The company operates 21+ locations spanning full-service grocery stores (Ann Arbor, Bloomfield Township, West Bloomfield, Aventura, Palm Beach Gardens), small-format urban stores (Downtown Detroit, New Center Detroit), and licensed Plum Market Kitchen venues at 10+ major US airports (DFW, Dulles, Oakland, Columbus, Palm Beach, Omaha, Detroit Metro, with Orlando opening soon). Founded by Matt Jonna (CEO & Co-Founder) and Marc Jonna (Co-Founder & President), the company is built around a natural, organic, and locally sourced product proposition anchored by signature sourcing partnerships with Niman Ranch (740+ family farmers), Kermit Lynch Wine Imports, Bell & Evans, D'Artagnan, Snake River Farms, and Regiis Ova (Thomas Keller caviar).
The business generates revenue through six primary streams: full-service grocery retail, catering and event production, on-site food service and cafeteria management for corporate and educational clients, licensed airport and travel retail, e-commerce (Instacart-powered drive-up and delivery plus nationwide wine shipping to CA/FL/MI), and yacht provisioning. Supporting infrastructure includes the MyRewards loyalty program accessible via iOS/Android mobile app, the Plum Market Vendor Portal with EDI integration (purchase orders, ASNs, invoices) and ACH payments, and a PCI DSS-compliant e-commerce platform. Wine curation is led by Master Sommelier Madeline Triffon, the first American woman to pass the Master Sommelier exam (1985). The company holds multiple registered trademarks (Plum Market, Plum Picks, Plum Essentials, Plum Rewards, Plum Smart, Miles to Market, MyRewards) and operates through multiple legal entities including Plum Market Corporation, Inc. and per-market LLCs.
Customer segments are led by health-conscious individual consumers (primary), with secondary enterprise accounts spanning automotive suppliers (Penske, Magna, Hella), banking (Ally, Lake Trust, Comerica), sports (Detroit Pistons), museums (The Henry Ford), and educational institutions (Academy of the Sacred Heart, Greenhills Schools, Detroit Country Day, Butler University). Geographic reach covers Michigan and Florida at the retail-store level, with airport and e-commerce presence extending to Texas, Virginia, California, Ohio, and Nebraska. The company is founder/management-owned with no disclosed external PE/VC backing, and operates with 501-1,000 employees across its multi-format footprint.
Plum Market firmographics
Firmographics- Name
- Plum Market
- Legal name
- Plum Market Corporation, Inc.
- Website
- https://plummarket.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Plum Market is a multi-channel specialty grocer operating 21+ full-service grocery stores, small-format urban locations, and licensed airport venues across Michigan, Florida, and US airports, serving health-conscious consumers and corporate/educational food service clients with natural, organic, and locally sourced foods.
- Ownership category
- akta.pro rank
Plum Market industry classification
Industry- Product category
- Specialty Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Specialty Food Retailers (4452), All Other Specialty Food Retailers (445298)
- SIC
- Retail-Grocery Stores (5411), Retail-Food Stores (5400)
- akta.pro primary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
Keywords
Where Plum Market is headquartered
LocationHeadquarters
- HQ city
- Farmington Hills
- HQ country
- United States
- HQ region
- North America
Offices22 records
Markets served
Plum Market business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Full-Service Grocery Retail: Traditional grocery retail sales from physical store locations offering natural, organic, and locally sourced food, beverage, and wellness products. Revenue generated from in-store purchases across produce, meat, seafood, dairy, bakery, prepared foods, wine, beer, spirits, and apothecary departments.
- Catering & Events: Full-service catering and events production including customized menus, beverage service, florals, rentals, and staffing. Take-away catering options for intimate gatherings and larger events.
- Food Service & Cafeteria Management: On-site dining management for corporate, educational, and sports dining operations with onsite kitchens, personal chefs, and corporate catering solutions.
- Travel & Airport Retail: Small format retail and food service operations at airports and travel locations through licensing and concessionaire management arrangements.
- E-commerce & Wine Shipping: Online ordering with delivery and wine shipping to select states (California, Florida, Michigan). Online pricing differs from in-store pricing.
- Vendor Fees & Slotting: Revenue from new vendor fees ($1,000 per vendor) and slotting fees ($100 per item per store). Promotional programs including in-store demos, free fills, and advertising.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Vendor Fee |
| Transaction based/ take rate | Pay-as-you-go | Slotting Fees |
| Transaction based/ take rate | Pay-as-you-go | Wine Shipping |
| Transaction based/ take rate | Pay-as-you-go | Drive-Up & Delivery |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Plum Market product offering
Product offeringCore offering
Plum Market is a multi-channel natural and organic grocery retailer operating full-service grocery stores, small-format Plum Market Kitchen locations, airport stores, catering and event production services, corporate and educational food service management, and specialty yacht provisioning. It sells peak-of-season produce, all-natural meats, sustainable seafood, artisan cheese, chef-crafted prepared foods, wine, beer, spirits, apothecary items, floral arrangements, and gift baskets, supported by an in-house MyRewards loyalty program and a proprietary Vendor Portal with EDI.
Product overview
Plum Market is a multi-channel retail company operating as a full-service grocery chain with 25+ locations in Michigan, Florida, and airport locations nationwide. The portfolio consists of three core business divisions: (1) Full Service Grocery Stores featuring natural, organic, and locally sourced foods across departments including Produce, The Kitchen (chef-crafted prepared foods), All Natural Meats, Sustainable Seafood, Artisan Cheese & Deli, Bakehouse, The Apothecary, Wine, Beer & Spirits, and Floral; (2) Food Service & Catering comprising Events Catering (full-service production), Takeaway Catering, and on-site dining management for corporate, educational, and sports venues; and (3) Travel Services including Plum Market Kitchen small-format locations at airports and captive-audience venues. Supporting services include Drive Up & Delivery (via Instacart), Ship Wine To Me nationwide shipping, MyRewards loyalty program, Gift Baskets, Wedding & Event Floral, Yacht Provisioning, and the Plum Market Vendor Portal with EDI integration.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Service Grocery Stores Flagship brick-and-mortar grocery stores offering natural, organic, and locally sourced produce, all-natural meats, sustainable seafood, artisan cheese, baked goods, natural apothecary items, and chef-crafted prepared foods for health-conscious consumers and foodies.
- The Kitchen Chef-crafted prepared dishes and ready-to-eat meals with allergen labeling and dietary lifestyle options including gluten-free, dairy-free, vegan, and vegetarian offerings, sold in-store and via The Kitchen sales program.
- Plum Market Kitchen (Small Format) Fast casual dining and quick-service retail format offering natural, organic, local, and specialty food and beverage essentials with on-site kitchens and personal chefs, operated through licensing and franchise arrangements at airports, educational campuses, museums, and corporate venues.
- Events Catering Full-service catering and event production for weddings, corporate events, and private occasions including customized menus, beverage service, floral arrangements, rentals, and staffing.
- Takeaway Catering Pickup catering menu with chef-prepared spreads that customers pick up and serve at their own events for convenient home or office entertaining.
- Food Service and Cafeteria Management Managed on-site dining for corporate, educational, and sports clients, complete with onsite kitchens, personal chefs, and corporate catering solutions.
- Drive Up and Delivery Online grocery shopping with drive-up pickup and home delivery, powered by Instacart integration, enabling convenient ordering of store inventory.
- Ship Wine To Me Direct-to-consumer wine e-commerce shipping thousands of wines and champagnes nationwide to California, Florida, and Michigan with adult signature on delivery, shipped via FedEx.
- Travel Services and Airport Stores Licensed and franchised Plum Market Kitchen airport stores providing fast-casual dining and quick-service retail at airports across Detroit, Dallas/Fort Worth, Dulles, Oakland, Columbus, Palm Beach, Omaha, and Orlando.
- Yacht Provisioning Specialty provisioning service supplying high-quality perishables, grocery staples, floral arrangements, household supplies, and catering services to yachts and mega-yachts in Miami and Palm Beach.
Quantifiable outcome
- Local products travel less than 350 miles from source to store
- +2 more outcomes
Companies that use Plum Market
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles5 records
Plum Market technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Plum Market partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Academy of the Sacred HeartcorePartnership to provide healthy daily meals for students starting fall 2026 as part of school's $1.8 million Nourishing Our Future capital campaign. Includes new commercial kitchen and campus food program.
- Kermit Lynch Wine ImportscoreEach Plum Market Wine Department features a section devoted to Kermit Lynch Wine Imports, showcasing small producer French and Italian wines at every price point. This partnership provides access to curated European wine selections.
- Forgotten HarvestcoreFood redistribution partner in Oakland County. Plum Market donates surplus food to combat hunger and reduce food waste.
- Food GathererscoreFood redistribution partner in Ann Arbor area. Partnership supports community food security and food recovery initiatives.
- The Henry Ford MuseumcorePartnership to operate Plum Market Kitchen at Henry Ford Museum of American Innovation. Activates stories of family farms and natural foods. 10% discount for museum members. Open to public without museum ticket.
- See's CandiesminorFeatured partner for specialty candy. The iconic See's Candies is known for high quality standards and Plum Market features favorite selections in each store.
- Field Day OrganicsminorCompetitively priced and extensive array of Field Day organic products throughout grocery, dairy, and frozen departments.
- Niman RanchcoreNetwork of 740+ small independent U.S. family farmers raising livestock humanely and sustainably. Products include Certified Humane fresh beef, pork, lamb, and smoked/uncured meats.
- D'ArtagnanminorD'Artagnan Green Circle Chickens raised the old-fashioned way with vegetable diet. Free-range, USDA-certified organic chicken raised without antibiotics or arsenicals.
- Bell & EvanscoreAir Chilled Chickens known as 'The Excellent Chicken.' Humane animal welfare, 100% Air Chilled method, no antibiotics, no added water.
- Snake River FarmsminorWagyu cattle breeding since late 1980s. Controls entire supply chain from ranches to processing to customer care.
- Cal-Organic FarmsminorFamily values and integrity in organic produce farming with responsibility to care for the land.
- Organic GirlminorFresh organic produce with creative ideas for great tasting organic vegetables.
- Hume SupernaturalminorNatural personal care products. Aluminum free, baking soda free, cruelty free, phthalate free, gluten free.
- Shoreline Wild SalmonminorFounded in 2016, shipping king and coho salmon from Alaska to Detroit.
- Regiis OvacoreCaviar partnership with 3-starred Michelin Chef Thomas Keller and caviar expert Shaoching Bishop. Meticulously sourced caviar from sustainable farms for world's finest restaurants. Available online for nationwide shipping.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Plum Market competitors and assessment
Company assessmentBroad incumbents
- Whole Foods Market: Owned by Amazon, the largest specialty natural/organic grocery retailer in the U.S. Overlaps with Plum Market on organic produce, specialty cheese, prepared foods, and premium positioning, but operates at far greater scale and broader geographic footprint.
- Trader Joe's: Nationwide specialty/private-label grocer with strong fresh and prepared foods assortment. Competes for the same health-conscious, value-aware premium shoppers that Plum Market targets, though with a lower-price positioning.
- Sprouts Farmers Market: Public specialty natural foods grocer operating hundreds of stores focused on organic produce, bulk, and natural supplements. Comparable category and customer profile to Plum Market, but with broader geographic reach and scale efficiencies.
Direct peers
- Erewhon Market: Premium specialty natural foods grocer with chef-crafted prepared dishes, curated organic assortment, and strong wellness positioning. Directly comparable to Plum Market on premium-basket mix, prepared foods, and affluent demographic targeting in California.
- Fresh Thyme Market: Midwest-based natural and organic grocery chain with a similar value-with-premium positioning. Competes with Plum Market on organic produce, natural meats, and specialty assortment within Michigan and adjacent states.
- Busch's Fresh Food Market: Family-owned Michigan specialty grocer operating multiple full-service stores across southeast Michigan. Most direct head-to-head competitor to Plum Market's Michigan footprint with overlapping premium positioning and catering.
- Dorothy Lane Market: Family-owned Ohio specialty grocer renowned for chef-prepared foods, extensive wine selection, and high-service experience. Comparable to Plum Market on premium prepared foods, wine depth, and event/catering capabilities.
- Gelson's Markets: Premium California-based specialty grocer with chef-driven prepared foods, premium meats/seafood, and curated wine selection. Closely comparable to Plum Market on full-service premium grocery, prepared meals, and affluent consumer positioning.
Regional players
- Meijer: Michigan-headquartered regional supercenter chain with expanded fresh, organic, and prepared-foods offerings. Indirectly competitive where Plum Market stores operate; relevant proxy for Michigan grocery dynamics but at much larger scale.
Emerging players
- Misfits Market: Online specialty/organic grocery focused on sustainable sourcing and rescued-produce model. Comparable to Plum Market's online grocery (Instacart-powered) and specialty sourcing narrative, though it competes via e-commerce rather than storefronts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Plum Market social profiles
Digital presencePlum Market compliance and trust
Trust signalCompliance1 record
Plum Market financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plum Market leadership team
Management profileNumber of profiles
Profiles6 records
Plum Market funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plum Market 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 Plum Market
What does Plum Market do?
Plum Market is a multi-channel natural and organic grocery retailer operating full-service grocery stores, small-format Plum Market Kitchen locations, airport stores, catering and event production services, corporate and educational food service management, and specialty yacht provisioning. It sells peak-of-season produce, all-natural meats, sustainable seafood, artisan cheese, chef-crafted prepared foods, wine, beer, spirits, apothecary items, floral arrangements, and gift baskets, supported by an in-house MyRewards loyalty program and a proprietary Vendor Portal with EDI.
Is Plum Market a public or private company?
Plum Market is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plum Market founded?
Plum Market was founded in 2007. It employs 501 to 1,000 people.
Where is Plum Market based?
Plum Market is headquartered in Farmington Hills, United States, in the North America region.
How does Plum Market make money?
Six revenue lines are on record. Full-Service Grocery Retail is the primary driver. The others are catering & Events, food Service & Cafeteria Management, travel & Airport Retail, E-commerce & Wine Shipping and vendor Fees & Slotting.
Who are Plum Market's main competitors?
Broad incumbents on record are Whole Foods Market, Trader Joe's and Sprouts Farmers Market. Direct peers are Erewhon Market, Fresh Thyme Market, Busch's Fresh Food Market, Dorothy Lane Market and Gelson's Markets. Meijer is listed as a regional player. Misfits Market is listed as an emerging player.
Does Plum Market have an API?
No public API is recorded for Plum Market.
What industry is Plum Market in?
Plum Market's product category is Specialty Grocery Retail. Its primary akta.pro industry code is CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet). Its NAICS code is 44511 and its SIC code is 5411.