Thrive Market Appoints April Lane As Chief Merchandising Officer

LOS ANGELES–(BUSINESS WIRE)–Thrive Market, the healthy and sustainable online grocery store, has named April Lane its Chief Merchandiser. Lane brings decades of e-commerce experience to her role and has a significant track record of advancing e-commerce merchandising at scale.

As the Chief Merchandising officer, Lane will be responsible for the site’s merchandising, which spans Food, Home, Health, and Beauty. She will also manage the Food Safety and Quality (FSQA) team, which oversees food quality, safety, and regulatory compliance across all product categories, including both branded and owned brands. She is also responsible for managing Thrive Market’s owned brands, a category responsible for about 25 percent of the brand’s revenue.

“I’m thrilled to join Thrive Market on their mission to make high-quality and sustainable goods accessible for everyone,” says April Lane. “After growing up on-and-off food stamps, I was introduced to organic, sustainably-raised food in college while working as a cashier at Whole Foods. That experience changed how I eat and ultimately drove me to create the first animal welfare standards for Amazon Fresh in 2017. Joining the executive team at Thrive Market feels like an incredible opportunity to make a much larger impact in an area I’m passionate about.”

Before her role at Thrive Market, Lane joined Thrive Market from Hearst Corporation and spent more than a decade in merchandising and general management roles at Amazon, where she was most recently the general manager/director of their sports and outdoors business. She spent the majority of her time at Amazon scaling the Amazon Fresh business, including leading Perishable Food, Private Label, and Fresh Pickup businesses until 2019.

Lane earned a bachelor’s degree from Northwestern University and resides in Seattle.

About Thrive Market

Thrive Market, Inc. was founded in 2014 with a mission to make healthy and sustainable living easy and affordable for everyone. As an online, membership-based market (more than 1.5M members), Thrive Market delivers the highest quality, healthy, and sustainable products at member-only prices. At the same time, every annual membership sponsors a free membership for a student, teacher, veteran, nurse, first responder, or a family in need. Thrive Market carries a hyper-curated catalog of organic and non-GMO products and offers 90+ filters and values, allowing you to shop by diet and lifestyle. The brand’s social impact arm, Thrive Gives, has raised more than $14M since its inception to fund food access and environmental sustainability causes. Thrive Market has been carbon neutral since 2014; in 2020, it became the largest online grocer in the U.S. to be a Certified B Corporation, and in 2023, it converted to a Public Benefit Corporation. In 2024, it became the first online-only retailer to accept SNAP EBT. By 2025, Thrive Market is committed to becoming carbon negative and the world’s first climate-positive grocer. Visit or follow @ThriveMarket to learn more.