Despite the growth, Amazon’s grocery progress has been hampered by consumers’ hesitancy to “fill their carts” with fresh or cold-chain groceries, especially when products are shipped across the country during the warmer months. Chris Campbell, co-founder and CEO of Chameleon Cold-Brew, said he thinks the deal could be a game-changer in that regard.
“Whether you’re getting Chameleon or you’re getting a gallon of milk, along with air filters and a board game, it’s not going to be anything but good for us,” Campbell said. “So you could get an entire breakfast kit delivered to your house, forks, knives and napkins, too, if you need them, and we’d like to see Chameleon as part of that order.”
But Amazon still has to figure out route to market issues like temperature control. Take Raaka Chocolate. Nate Hodge, the founder of the “bean-to-bar” artisan chocolate company, said he has only been able to fulfill Amazon orders from November to April for fear its products would arrive melted or in poor condition. For beverage companies like Chameleon Cold-Brew, moving chilled liquid in glass bottles is also tough– although they, too, hope the system will evolve.
“More chilled distribution, regardless of channel, is good for us. Whether it’s more trucks rolling into a store, whether it’s more boxes being delivered by UPS or FedEx, those are all good options for us,” Campbell said. “It is a little tricky on the price side. It is a little seasonally affected– harder to [ship] in the summer than the winter. We see the ready-to-go meal, the Freshlys, the Blue Aprons of the world, being being real innovators there, because they’re doing a fair bit of volume in that channel. And so the more that a customer gets accustomed to receiving those goods in that fashion, it’s good for us.”