Dive Brief:
- Online convenience retailer Gopuff announced on Thursday the launch of “Put Me On,” a small business accelerator for brands run by people from “historically underrepresented groups.”
- Participants take part in a tailored six-month program that aims to raise awareness for their brands on Gopuff’s platform while also providing support to grow their businesses through monthly workshops hosted by industry leaders, networking events and one-on-one sessions with the e-tailer’s marketing, merchandising and supply chain teams. Participants can also use Gopuff's ad platform.
- Gopuff’s accelerator is rolling out at a time grocers and retailers are looking to boost minority- and women-owned brands and diversify their assortments.
Dive Insight:
Gopuff joins the growing list of e-commerce platforms and grocers looking to expand the variety of CPG offerings.
In June, Instacart announced a $1 million initiative to boost Black-owned brands, offering prominent advertising placement and Instacart Ads credits for its featured product offerings to eligible companies, along with creating resources to support the brands. Retailers like Giant Food, The Fresh Market and Target have spotlighted women- or minority-brands, while Schnuck Markets, Meijer and Kroger have been seeking out diverse suppliers.
Gopuff’s program was developed with NBA All-Star Chris Paul, who will serve as a program ambassador to give time, resources and connections to participants. Paul helped Gopuff select the first cohort of “Put Me On” participants, according to the press release, which are:
- A Dozen Cousins, which sells ready-to-eat rice and beans inspired by traditional Creole, Caribbean and Latin American recipes.
- Cards for All People, a toys and games company.
- Cool Cat Wine Spritzers, which sells a line of low-calorie, naturally-flavored and gluten-free wine spritzers.
- Donata Skinfood, which offers vegan personal care products.
- French Toast Bites Ale.
- Me & the Bees Lemonade.
- Mumgry, a nut butter company.
- Pipcorn, a salty snack maker.
Applications for the next cohort will be open until Oct. 24. “For Put Me On consideration, your brand must be at minimum 51% operated and controlled by one of the following groups: BIPOC, Women, LGBTQ+, Differently Abled, Immigrant, Veteran,” Gopuff says on its website.
This marks the latest high-profile partnership for Gopuff. The e-tailer recently partner with Emma Chamberlain, an internet personality, on coffee beans and accessories and with Hyatt Hotels Corporation on a pilot program to offer free delivery to select Hyatt Place locations in the U.S.
