How Thrive Market Evolved Its Carbon Accounting to Match Its Mission
By taking next steps on their carbon accounting journey and capturing supplier-specific data, Thrive Market is continuing to walk the talk as a climate leader.
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July 15, 2025
ABOUT THRIVE MARKET
Thrive Market is a mission-driven online marketplace committed to making healthy living easy and affordable for everyone. Launched in 2014, Thrive offers a carefully curated selection of organic, non-GMO, and sustainable products—from pantry staples and supplements to beauty and home goods—delivered directly to members’ doors. Its membership-based model allows the company to offer lower prices on premium, better-for-you products, while also supporting underrepresented and values-aligned brands.
THE CHALLENGE
Thrive Market has always centered its mission on making high-quality, sustainable products accessible to everyone. Working with previous carbon accounting partners, Thrive took early steps to establish an emissions baseline and reduce emissions through regenerative agriculture and renewable energy. But as their program matured, they recognized a gap: their carbon accounting tools weren’t fully capturing the impact of these better-than ingredients and regenerative practices. Thrive’s Mission team sought a more sophisticated, supplier-specific approach that could reflect the real climate benefits embedded in their supply chain.
THE APPROACH
Thrive Market partnered with Planet FWD to take the next steps in their accounting journey. Starting with Thrive’s owned brand SKUs, Planet FWD helped expand their GHG inventory to capture more precise supplier-level data. Rather than relying on broad averages, Planet FWD's platform allowed Thrive to engage suppliers directly, collecting detailed information on sourcing, farming practices, and ingredient attributes—enabling a much more accurate reflection of their supply chain emissions.
UNLOCKING THE POWER OF SUPPLIER ENGAGEMENT
One of the biggest breakthroughs came through targeted supplier engagement. By identifying key suppliers driving emissions, Thrive could directly engage them to collect granular data. For example, their sourcing of Australian grass-fed beef revealed a counterintuitive insight: despite the transportation distance, the regenerative and region-specific on-farm practices lowered the product’s total emissions compared to conventional alternatives. This type of supplier-specific data was previously impossible to capture with their former tools.
A COMPREHENSIVE END-TO-END INVENTORY
What began with just Thrive’s owned brands has now expanded to cover Thrive’s full product portfolio, resulting in a robust, end-to-end carbon inventory. This comprehensive footprint includes an extensive data audit, emissions reduction analysis, and a more dynamic system for integrating Thrive’s mission-driven sourcing decisions into their GHG reporting.
<span class="small-blockquote">"Planet FWD has allowed us to evolve our carbon accounting alongside our mission. We’re not just measuring emissions—we’re elevating the role of our suppliers and sourcing practices in how we tackle climate impact."</span>
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<strong>Thrive Market Team</strong>
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Naomi
Head of marketing
Head of marketing
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<strong>Naomi</strong>
Head of marketing
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