AUSTIN (Feb. 5, 2015) – For the first time ever and exclusively from Whole Foods Market (NASDAQ: WFM), Instacart is offering Valentine’s flowers delivered in as little as one hour across 15 major US metros. With prices starting at approximately $25 and the ability to include other romantic essentials from Whole Foods Market, this new model offers a more convenient and affordable alternative to traditional floral delivery, all with blooms that have higher standards like Whole Trade or Responsibly Grown ratings.
Between Feb. 9 and 15, customers can log into Instacart.com or the Instacart mobile app and choose from three bouquet options, then use the “notes” feature to specify their preferred color* and what they would like to say on a handwritten card. Customers also choose a delivery window within one hour, within two hours, or at a scheduled time. Orders can be placed up to five days in advance.
Three bouquet options are available on Instacart from Whole Foods Market: a dozen red Whole Trade roses, a dozen non-red Whole Trade roses (colors vary by region) and a 20-stem bouquet of tulips. Each bouquet will come wrapped in festive paper.
In addition to ordering flowers, customers can use Instacart’s Valentine’s Day “aisle” to find chocolates, specialty cheeses, lotions or other romantic items, all curated by Whole Foods Market experts and available for delivery with the bouquet. All Instacart customers receive free delivery on their first order; thereafter the cost is just $3.99 for two-hour delivery or $5.99 for one-hour delivery.
All the roses offered are Whole Trade, a certification-partnership program that ensures better wages and working conditions for farm workers, fair prices to producers and supports community improvement programs. Also, the roses and most tulips** offered are rated under Whole Foods Market’s new Responsibly Grown program, which means they come from farms that are taking major steps to protect air, soil, water and human health.
“Our idea of a perfect match is quality and convenience, and that’s exactly what we’re offering customers with our Whole Trade Valentine’s Day flowers and chocolates, plus great everyday essentials delivered by Instacart,” said David Lannon, executive vice president of operations for Whole Foods Market. “This is a good example of the innovative and affordable new experiences our partnership with Instacart can offer, fulfilling the mission of making customers’ lives easier while delivering on our highest quality standards.”
“This unprecedented Valentine’s Day solution demonstrates our companies’ shared commitment to innovation, value and service,” said Apoorva Mehta, CEO and founder of Instacart. “What better time than now to offer customers a way to spend more time with loved ones, and less time running errands. Inexpensive delivery rates and Whole Foods Market’s higher quality flowers also mean customers are getting far more value for their Valentine’s dollar.”
* Flower colors are subject to availability on the day of delivery.
** The Responsibly Grown program is still rolling out across Whole Food Market stores nationwide. While all flowers are not yet rated, shoppers will find plenty of “GOOD”, “BETTER” or “BEST” rated options to choose from.
