AGA Digital Magazine

In 2021, consumers are numbing their thumbs scrolling through Instagram. In the process, they are constantly bombarded with strategically targeted ads for custom-advertised products. Last year, shoppers added goods to their carts to balance their macros, soothe with CBD and plump with collagen packets. This year, direct-to-consumer grocery shopping is gaining ground, bringing the missing in-person element to the coveted emerging goods category.

Her goal? To create an experience where “invested individuals” like shoppers, influencers, venture capitalists and buyers can discover and explore new products. Pop Up Grocer was born from the desire to create that ideal physical environment. upending the traditional model Pop Up Grocer started as an experiment. The initial idea quickly caught fire and morphed into a shop featuring 350 products. The pop-up market runs for 30 days in trendy locations, such as Venice, Austin and New York. Between abundant media coverage and social media attention, Schildt quickly realized she had found an untapped opportunity. This spring the sixth Pop Up Grocer will open in Chicago. The Pop Up Grocer model completely bypasses distributors. Brands approximate the inventory necessary for 30 days and ship directly to the pop-up location. Products are then sold on consignment, and brands can opt for their excess inventory to be shipped back or donated to local food banks. Pop Up Grocer charges a 20 percent showcase fee, and the brand is paid for 80 percent of the sale. Brands set their own retail prices.

For early-stage brands, finding the right venue to reach customers is valuable. That’s where Pop Up Grocer comes in. The company curates a small assortment of emerging goods and sells them for a limited duration of time. The goal is discovery – to connect the up-and-coming product with the curious shopper. From apple cider vinegar gummies and kelp jerky to plant-based lamb, Pop Up Grocer is connecting the dots between brands and adventurous consumers. And not just any consumers: the early adopters – those searching for the new and next best thing, be it for their professional education or their culinary passion. Emily Schildt is the founder and CEO at Pop Up Grocer. Before launching this direct-to-consumer concept (which she describes as a fusion of tradeshow, grocery store and museum), Schildt enjoyed a career as a brand marketing consultant. The work of launching new products to market helped her identify an industry void. “From an aesthetic perspective, launching into traditional retail can be pretty lackluster,” says Schildt.

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