YourGrocer

YourGrocer was an online marketplace and delivery service positioned as an alternative to Australia's major supermarket chains. The company was founded in 2013 by Morgan Ranieri, who was later joined by co-founders Bandith and Francisco Trindade. Ranieri, who was also part of the founding team at the social enterprise Thankyou, started YourGrocer out of personal frustration with the inconvenience of sourcing high-quality, fresh produce from local shops after work hours. The business originated in the Melbourne suburb of Brunswick with the simple premise of allowing customers to order from multiple independent shops—including butchers, greengrocers, bakeries, and delis—and receive everything in a single, consolidated delivery.

The business model centered on providing convenience for busy individuals and families, who were the primary customer base, while supporting local, family-owned businesses. YourGrocer operated its own fleet of refrigerated vans to collect produce directly from the vendors each morning and deliver it to customers' doorsteps on the same day. By late 2022, the platform had partnered with over 85 independent shops and producers across Melbourne and the Mornington Peninsula, including well-known market vendors from Prahran Market and Queen Victoria Market. Revenue was generated from the sale of groceries, with the company achieving \$9.2 million in sales in the 2022 fiscal year. The average order value was \$158, which was higher than the average Australian household's weekly grocery spend at the time.

Over its nine-year history, YourGrocer raised a total of \$2.4 million in funding over three seed rounds from investors including Tank Stream Ventures and Giant Leap Fund. Despite its loyal customer following and periods of profitability during pandemic lockdowns, the company faced ongoing financial challenges. In late 2022, a crowdfunding campaign on Birchal to raise over \$1 million fell short, attracting only around \$225,000. Subsequently, YourGrocer ceased operations in December 2022. In April 2023, the company's assets were acquired by Rewardle Holdings for approximately \$3,000, with founder Morgan Ranieri engaged as a consultant to assist with a potential relaunch of the service.

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