Thrive Market CEO Nick Green on What the U.S. Lets Into Your Food
In this episode of The CEO Series, Will sits down with Nick Green, co-founder and CEO of Thrive Market. Nick talks about growing up in the Midwest in a house with no junk food, his mom's Mexican-American roots, and how her push on health and education shaped his path. He also looks back on starting Ivy Insiders, a test prep company, at Harvard and selling it a few years after graduating. He walks through meeting his co-founder with a "Groupon for healthy food" idea, getting turned down by more than 100 VCs, and how health wellness bloggers and influencers ended up writing the early checks. He also covers the Costco-style membership model, banning more than 1,000 ingredients, building the Thrive Market brand, navigating tariffs, and what grocery shopping looks like when AI fills most of your cart. He shares his views on MAHA and RFK Jr., the gap between EU and U.S. food standards, the decade-long push to let SNAP be used online, and why profit is necessary but isn't the purpose of a business.






