Albertsons Launches Instacart-Powered Virtual Store

O Organics Market will showcase grocer’s organic and natural private brands, offer same-day delivery.
July 17, 2018

BOISE, Idaho – O Organics Market is the brainchild of retailer Albertsons and online grocery delivery service Instacart. The initiative aims to showcase Albertsons organic and natural private brands, make it easier for customers to find and purchase organic products and drive brand growth.

The e-store launched in San Francisco and Washington, D.C. with plans for expansion in more cities soon. How does it work? Customers in applicable locations can go to, enter their ZIP code, begin shopping and receive their delivery at home in just two hours.

“With nearly 3,800 items from O Organics, Open Nature, and other organic and natural brands, O Organics Market is another important step in our strategy to deliver customers what they want, when they want it,” said Shane Sampson, chief marketing and merchandising officer at Albertsons, in a statement. “With such a broad selection of organic and natural products, customers will be able to order exclusive items like Open Nature Sockeye Salmon and O Organics Mission Figs to more commonplace products like Dave’s Killer Bread and Annie’s Organic Fruit Snacks.”

The grocer says O Organics, a billion-dollar brand, is the nation’s largest USDA-certified organic brand with more than 1,000 items. Products in the O Organics and Open Nature lines are sold exclusively in Albertsons stores, including Safeway, Albertsons, Vons, Jewel-Osco, Acme, Shaw’s and United Supermarkets.