Shivangi Sinha
Environmental sustainability is becoming an increasingly urgent issue, with waste generation posing one of the biggest challenges for communities and ecosystems. While many people strive to reduce waste in their daily lives, achieving a truly zero-waste lifestyle can feel almost impossible due to the convenience and packaging of modern products. In ABC’s ‘Shark Tank’ season 17, episode 13, Nude Foods Market presented a simple yet impactful solution of a grocery store chain built around zero-waste principles. The founders explained how their stores operate, from sustainable sourcing to packaging-free products, and shared the ethos and values that drive their commitment to minimizing waste and promoting environmental responsibility.
Nude Foods Market: Who Are They and What Do They Do?
Nude Foods Market was founded by Rachel Irons and Verity Noble, two entrepreneurs whose passion for sustainability and zero-waste lifestyles shaped the brand from its earliest concept to a thriving grocery chain. Rachel Irons studied Environmental Studies at the University of Colorado Boulder, graduating in 2015, and spent several years as a marine conservation intern with the Reef Environmental Education Foundation, performing SCUBA surveys, invasive species management, and educational outreach. She also ran her own food business, Founding Foods, and later became CEO and co-founder of Nude Foods Market in 2020. Verity Noble, a zero-waste advocate, complemented Rachel’s background with her expertise in business operations.
She earned an MBA from IE Business School and studied European Politics at the University of Nottingham before founding Simple Startup to help entrepreneurs manage finances and grow ventures efficiently. Her previous roles included VP of Operations at The Unreasonable Institute and global network memberships that honed her ability to scale mission-driven companies. The idea for Nude Foods Market originated in December 2019, when Noble connected with Matt Arnold, a local businessman who owned commercial kitchens, and Rachel Irons, his kitchen manager. Rachel had been managing unused kitchen space at Boulder’s Broker Inn hotel and was brainstorming ways to sell bulk groceries without plastic, inspired by challenges in packaging hummus sustainably.
Initially planning a brick-and-mortar store for June 2020, the founders pivoted during the COVID-19 pandemic to bike-delivered zero-waste groceries in reusable glass jars and started operations in the partially remodeled space in July 2020. The model grew organically, leading to the opening of a Boulder store in 2021 and a Denver location in 2022. Nude Foods Market focuses on zero-waste grocery shopping and offers bulk organic grains, legumes, snacks, household products, and chef-prepared meals. All items are packaged in returnable glass jars, which customers return for store credits. Shoppers can access products in-store, online, via pickup, or delivery through electric vehicles, making sustainable shopping both convenient and eco-friendly.
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Nude Foods Market: Where Are They Now?
Nude Foods Market operates through both online and offline channels, making zero-waste shopping accessible and convenient. In their physical stores, customers pay a container rental fee of $1.50 per jar and receive $1 back when they return the container, with the remaining $0.50 covering cleaning costs. To return items in-store, customers place their reusable containers into the designated black bin and inform the cashier of the quantity. The refund amount is immediately applied as a discount on any purchases made during that visit. Online shopping is equally seamless. Customers can browse a wide variety of products organized into categories such as produce, dairy-free items, prepared meals, soups, desserts, pet supplies, vegetables, and fruits, and add them directly to their cart.
All produce sold by Nude Foods Market comes exclusively from sustainably sourced and regenerative farms. Businesses interested in supplying products can also reach out to become approved vendors. The offline stores are open every day from 10 am to 7 pm and are currently located in Boulder and Denver, Colorado, with expansion plans underway. Customers can check if delivery is available in their area by entering their postal code on the website.
The brand also engages customers through pop-up stores and interactive initiatives, such as the 21-Day Zero Waste Challenge held in January, which encourages participants to adopt sustainable habits and build awareness about waste reduction. By combining reusable container systems, sustainably sourced products, and community-focused events, Nude Foods Market creates a shopping experience that is convenient, eco-friendly, and socially engaging and helps customers reduce waste while enjoying high-quality groceries and household essentials.
