The mission of Thrive Market is “making healthy living affordable and accessible for every American family,” according to Green. The $60 annual membership fee helps Thrive offer items at what they claim is 25-50% below retail pricing. Read more: techcrunch.com/2016/08/25/thrive-market-thinks-it-can-be-an-affordable-online-whole-foods/ TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news. Subscribe to TechCrunch today: bit.ly/18J0X2e