# #129 Buyer Spotlight: Jonathan Lawrence, Fresh Thyme Market

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-02-20
- Length: 51m
- Episode: 17
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-20-129-buyer-spotlight-jonathan-lawrence-fresh-thyme-market
- Listen: https://share.transistor.fm/s/4431336f

## Summary

Jonathan Lawrence, Vice President of Center Store at Fresh Thyme Market, discusses the retailer's strategy for curating natural and organic products, balancing innovation with accessibility, and supporting local brands. He explains how Fresh Thyme differentiates itself from competitors like Sprouts by maintaining a mix of conventional and natural items to meet customers on their journey, while tailoring assortments to specific community demographics. Lawrence also shares insights on category management, the importance of relationship building with vendors, and the retailer's 'local scout' program for integrating regional products.

## Outline

1. Introduction: Jonathan Lawrence and Fresh Thyme Market
2. Fresh Thyme vs. Sprouts: Accessibility and Conventional Mix
3. Building Relationships and Treating Vendors with Respect
4. Category Management: Art, Science, and Industry Knowledge
5. The Retail Circle of Life: Innovation and Brand Exits
6. Supporting Local Brands and the Local Scout Program
7. International Flavors and Future Opportunities

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

companies scaling up

## Mentioned

- Fresh Thyme Market (company)
- Sprouts (company)
- Sunflower Farmers Market (company)
- Vega (product)
- Vital Proteins (product)
- RX Bar (product)
- CB Sciences (company)
- Tom's of Maine (product)
- Plant Fusion (company)
- Henry's Wild Oats (company)
- Kehi (company)
- New Hope (company)
- Fancy Foods (company)
- Expo West (company)
- Expo East (company)
- Walgreens (company)
- Spins (company)
- Settle (company)
- Pod Foods (company)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Thrive Market: Nick Green](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-12-thrive-market-nick-green) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [67 - Andy Kurtts from Buttermilk Creative](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-07-21-67-andy-kurtts-from-buttermilk-creative) (People of Packaging)

## Citing this page

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