Instacart launches an online food drive

Instacart on Tuesday launched a new feature that lets customers donate grocery items to food banks around the country.

The same-day grocery-delivery platform and tech company’s new Community Carts option waives delivery and service fees for donations made to more than 100 local Feeding America member food banks.

The Community Carts program runs through Dec. 31, but through Sunday, Instacart will match every dollar spent on food bank orders with a donation of up to $100,000 to hunger-relief organization Feeding America.

The virtual food drive program builds on the company’s Instacart Health initiative that debuted in September, the retailer said. That program seeks to boost food security and availability for people who lack access to fresh food.

Instacart is adding a donation feature to its platform during the holidays. / Photo courtesy: Instacart

“One of the most-impactful ways Instacart can help fight nutrition insecurity is by using our technology and scale to empower the community for good,” Instacart COO Asha Sharma said in a statement. “We know that many people want to give food during the holidays but may not know what their local food bank needs or how to get it to them.”

When a customer clicks on the Community Carts option on Instacart online or on the iOS app (the feature is “coming soon” for Android users), they’ll be shown a list of area food banks to which they can donate.

Each Community Cart is customized to include the most-needed foods of the individual food bank, Instacart said. In-demand items include canned goods, whole grains, nut butters, cooking oils and paper products. Once the order is complete, customers will have the option to share their good deed via social media.

Nearly 34 million people, including more than 9 million children in the U.S., are experiencing a lack of access to nutritious food that’s exacerbated by rising food prices, Instacart said, citing federal data.

“Over the past four years, Instacart has helped to provide millions of meals to Feeding America member food banks, and we’re proud to continue our partnership with the launch of Community Carts,” said Lauren Biedron, VP of corporate partnerships at Feeding America, in a statement. “By partnering with member food banks, Instacart is unlocking innovation and scale for community giving, with food going to people who need it most this holiday season.”

Instacart works with more than 1,000 national, regional and local retail banners to provide delivery and pickup from more than 75,000 stores.

The San Francisco-based company, which was founded a decade ago, was reportedly planning to go public before the end of the year. But uncertain financial markets appear to have quashed those plans.