For Jay Schneider, the opportunity to take on a new role as head of produce for Gorillas US was a chance to build a business from the ground up — and a chance to get back in the produce industry.
Schneider, who was with Acme Markets (and previously American Stores) for 38 years, had been promoted in September from produce director to director of merchandising, a move that took him out of produce.
“I missed the industry so bad, the people, the camaraderie within the industry,” Schneider said. “For me to get back into this, and using the people that I know in the industry to build this thing out and to partner with, is just awesome.”
The central brand promise for Gorillas, a Berlin-based startup serving numerous cities in the United Kingdom, Belgium, France, Germany, Italy, the Netherlands and Spain, is grocery delivery in 10 minutes.
“It’s a true disruptor to the industry,” Schneider said. “It’s a disruptor for brick and mortar.”
Gorillas officially launched its U.S. operation May 30, beginning in New York City. The company’s initial areas of service will be Bushwick, parts of Williamsburg, downtown Brooklyn, Cobble Hill and Boerum Hill, according to a news release. Expansion across Manhattan is expected to follow this month.
The company delivers a range of items, including products from local vendors, but fresh is a focal point.
“Gorillas is dedicating a lot to produce,” Schneider said. “That’s why I’m here. They want to get it right, they know it indexes high, and it’s a differentiator for us for the customer.”
As it has done in numerous areas in Europe, Gorillas has established a network of micro fulfillment centers in New York City from which employees on bikes deliver orders.
“To see how it’s grown and just has taken off and come to life, for something that we put together — with somewhat of a footprint but we shaped it — was probably one of the most satisfying things of my career,” Schneider said.
The produce assortment for Gorillas in New York City will start with high-indexing items and be refined as the business grows.
“You have to listen to the numbers,” Schneider said. “My biggest thing is, ‘Bond with the data.’ The data will direct you to where (to go) as you build a baseline up.”
Schneider noted that he’s enjoying the culture of the company, particularly its willingness to take risks and learn on the go. He describes it as an ideal opportunity for this point in his career.
“It’s a dream come true, it really is,” Schneider said. “It’s really cool.”
