Having stepped into Los Angeles’ food scene in an initial collaboration with Encino-based Gelson’s Markets last October, Flashfood Inc. is now bringing its $9 grocery boxes to all Gelson’s locations.

The Toronto-based mobile platform connects shoppers to discounted surplus groceries from more than 2,000 partnering stores across North America. Gelson’s was its first footprint in L.A. County, which started offering discount grocery boxes in six locations, including Silver Lake and West Hollywood.

The boxes were popular and often sold out, said Jordan Schenck, chief executive of Flashfood. Shoppers have snagged more than 1,000 produce boxes since November, weighing around 10,000 pounds.

“L.A. was on our radar as this perfect market for Flashfood, and it’s proved nothing but that so far,” Schenck said. “With L.A. consumers, you get the health component – so much of fresh food is just healthy, good food – and you also have a greater awareness of sustainability.”

The boxes would come to 26 stores across Southern California. Gelson’s operates in Orange County, Ventura County and San Diego County beyond L.A.

“We are encouraged by how quickly customers have responded to and embraced this program,” said Rick Williams, chief merchandising and marketing officer for Gelson’s, in a statement. “And with California’s peak produce season upon us, the timing is right to expand Flashfood to all of our locations.”

Food insecurity and sustainability in L.A.

The initial collaboration came at a time when Supplemental Nutrition Assistance Program (SNAP) paused due to a federal government shutdown. Flashfood saw a spike in engagement on its platform, and the momentum continued.

On the other hand, food insecurity persists in the region. According to a December study conducted by the University of Southern California’s Dornsife College of Letters, Arts and Sciences, though food insecurity among low-income households declined from 41% to 35% compared to 2024, rates are still higher than pre-pandemic levels. Higher-income Angelenos also increasingly face food insecurity.

The new expansion into all Gelson’s locations marks the potential for more Southern California collaborations, according to Schenck.

“You’ll start to see a few more locations across Southern California carry us, with unique assortments that go beyond produce to meat and dairy,” Schenck said. “Gelson’s effectively opened up L.A. for us. Now we’re opening up Southern California.”