Thrive Market hires April Lane as Director of Sales

LOS ANGELES, May 10, 2024–(BUSINESS WIRE)–Market develophealthy and sustainable online grocery store, has named April Lane as its chief merchandiser. Lane brings decades of e-commerce experience to the role and has significant experience developing e-commerce merchandising at scale.

As director of sales, Lane will be responsible for promoting the site across food, home, health and beauty. He will also manage the Food Safety and Quality Authority (FSQA) team, which oversees food quality, safety and compliance across all product categories, including both branded and private label brands. He is also responsible for managing Thrive Market brands, a category that accounts for approximately 25 percent of the brand’s revenue.

“I am excited to join Thrive Market as part of their mission to make high-quality, sustainable goods available to everyone,” says April Lane. “Growing up where I often received food stamps, I was introduced to organic, sustainable foods in college while working as a cashier at Whole Foods. This experience changed the way I ate and ultimately led me to create the first animal welfare standards for Amazon Fresh in 2017. Joining the Thrive Market leadership team feels like an incredible opportunity to make a much greater impact in an area I am passionate about.”

Prior to her role at Thrive Market, Lane joined Thrive Market from Hearst Corporation and spent over a decade in merchandising and general manager roles at Amazon, where most recently she was general manager/director of sports and outdoor recreation. She spent most of her time at Amazon scaling the Amazon Fresh business, including its leading perishable food, private label and fresh produce pickup business, by 2019.

Lane earned his bachelor’s degree from Northwestern University and lives in Seattle.

About Thrive Market

Thrive Market, Inc. was founded in 2014 with the mission of making healthy and sustainable living easy and affordable for everyone. As a membership-based online marketplace (over 1.5 million members), Thrive Market delivers the highest quality, healthy and sustainable products at members-only prices. At the same time, each annual membership sponsors a free membership for a student, teacher, veteran, nurse, first responder or family in need. Thrive Market offers a curated catalog of organic and non-GMO products and offers over 90 filters and values, allowing you to shop according to your diet and lifestyle. The brand’s social impact arm, Thrive Gives, has raised over $14 million since inception to fund food access and environmental sustainability efforts. Thrive Market has been carbon neutral since 2014; in 2020 it became the largest online grocery store in the US and obtained the Certified B Corporation certificate, and in 2023 it transformed into a Public Benefit Corporation. In 2024, it became the first online retailer to accept SNAP EBT. By 2025, Thrive Market aims to become carbon negative and become the world’s first climate-positive grocery store. Visit or follow @ThriveMarket to learn more.

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Alissa Kluge
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