purchase' offers an operational process improvement comparable to IKEA popularizing flatpack. Flatpack furniture streamlined supply chains and made them the giant they are today. Purcell does the same thing IKEA did with furniture, but to the products we buy every single day. We believe 'packaging at purchase' holds the potential to be the most meaningful innovation in food retail since the barcode was adopted in the 1970s.

Ultimately, Purcell will enable profitable online fulfillment. In an industry that skims by on 1-4% net profit margin, the cost of last mile delivery requires us to take a fresh look at how and where we package.