Flashfood’s mission to tackle food insecurity and waste has reached a major milestone as its platform goes live across Kroger’s entire Mid-Atlantic Division.
Following a successful rollout in 16 Richmond-area stores last summer that saved shoppers nearly $700,000, keeping over 290,000 pounds of food out of landfills, the rollout now provides residents in Virginia, West Virginia, Ohio and Kentucky access to affordable, high-quality groceries at more than 100 locations, according to the companies.
“From the start, our Richmond customers have embraced Flashfood,” says Kate Mora, president of Kroger Mid-Atlantic. “The expansion throughout our Mid-Atlantic Division is a natural next step. This will give more shoppers the opportunity to save on groceries while ensuring less good food ends up in landfills, bringing our Zero Hunger, Zero Waste commitment to life in a meaningful way.”
“In a short amount of time, the impact Kroger and Flashfood have been able to accomplish for their local communities — improving access to affordable, healthy food — is something I’m incredibly proud of,” says Flashfood CEO Jordan Schenck. “Together, we’re building a modern, data-driven shrink management system that supports Kroger’s waste reduction goals while helping more families access the food they need.”
Bridging the Gap Between Health and Affordability
As part of a collective effort to advance food-as-medicine initiatives, Kroger Health and Flashfood are placing affordability at the center of the nutrition conversation. In a 2025 survey, 70% of Flashfood shoppers reported a healthier diet since using Flashfood, according to a news release.
As Flashfood expands across the Mid-Atlantic Division, Kroger Health and Flashfood will offer a series of free virtual nutrition classes for Kroger shoppers. The classes will share tips for preparing easy, healthy meals on a budget and making the most of fresh ingredients found on Flashfood.
“Our team is always looking for ways to make healthier choices the easy choice for our shoppers, and Flashfood helps make those options both accessible and affordable,” says Laura Brown, director of nutrition for Kroger Health. “Through these nutrition classes, we hope to make healthy living more approachable while showcasing the wide variety of nutritious options available in our stores.”
With this expansion, Flashfood says it continues to scale as a trusted grocery technology partner for major retailers across North America. Flashfood is now available in more than 2,000 grocery stores, helping shoppers save hundreds of millions of dollars on groceries while keeping millions of pounds of food out of landfills.
