Thrive Market is an American e-commerce membership-based retailer offering natural and organic food products at reduced costs. It was founded by Nick Green, Gunnar Lovelace, Kate Mulling, and Sasha Siddhartha. By 2016 they had raised $141 million across three rounds of funding following their launch in November 2014. For every paid Thrive Market membership, a free membership is donated to a family in need in the United States. Thrive Market was launched in November 2014 to address the geographical and monetary challenges that bar communities from healthy food. Lovelace grew up on an organic farm in Ojai, California and saw firsthand the power of group buying as a way to both make healthy food affordable and build community. When Green and Lovelace initially tried to raise money for Thrive Market, they were rejected by more than 50 venture-capital firms.] They then focused on building a network of more than 200 health and wellness investors—including Deepak Chopra, Tony Robbins, and Jillian Michaels—to support Thrive Market individually. As of 2016, Thrive Market has raised $141 million from Greycroft Partners, E-Ventures, Cross Culture Ventures, and Invus, as well as from celebrities including John Legend, Will Smith, and Demi Moore.