Fresh Pass — membership, not markup
The only food membership that charges you our true cost — not a marked-up price. Big grocery hides the markup. We delete it.Membership, not markup.
Optional • cancel anytime • shop without it
The idea
Don't mark anything up. Charge members exactly what it costs us. Make our money on the membership — so your food is priced honestly, every single time.
Members pay the farmer's price plus our true handling cost — not a marked-up retail price. We make $0 on your food. The markup disappears.
Next up: Fresh Pass Plus will cover the carrier label within the reach you choose, with a small refundable deposit on the reusable cooler. We're finalizing the shipping math first so it can never lose money.
Send the insulated cooler back on a prepaid label. We sanitize and reuse it, you get your deposit back, and shipping gets cheaper for everyone over time.
Our markup, in the open
No games, nothing hidden. Non-members pay the producer's price plus a flat 15% markup that keeps our lights on. Fresh Pass members pay our true cost — that 14% markup, gone. (Fresh Pass Plus, which also erases shipping, is coming soon.)
$100 retail
non-member (+15%)
$86
member price (−14%)
$14 saved
on the food alone
Does it pay for itself? For most orders, yes.
Basic ($19.99/mo) covers itself once you spend about $145 a month with us — on the deleted markup alone, before you even count shipping. And Fresh Pass Plus — free shipping by region — is coming soon for members.
Choose your pass
Cuts the markup on everything.
Cuts the markup and the shipping.
We're finalizing the shipping math so every reach tier is provably no-loss. Basic members get first access.
Reach tiers + pricing announced soon — Basic members first.
♻️ Box Back
Cold shipping's biggest cost is the insulated cooler. So we don't throw it away — you send it back on a prepaid label, we sanitize and reuse it, and your deposit is refunded.
Every cooler that comes home makes shipping cheaper for everyone — which means Fresh Pass gets better over time, for free.
Your order ships in a reusable insulated cooler
A small refundable deposit covers it.
You send the empty cooler back
Prepaid USPS label — no cost to you.
Deposit refunded, cooler reused
We sanitize it and it ships again.
Big grocery marks food up and hides how much. Fresh Pass does the opposite: you pay our cost, we earn the membership, and nothing is hidden. It's the most honest price a grocer can offer — and it's exactly why Food Store Direct exists.
Yes. Members pay the producer's price plus our true, fully-loaded shipping and handling cost — no product markup. We make our money on the membership fee, not on your food. That's the whole idea.
There isn't a hidden one. The membership fee is how we keep the lights on instead of marking up your groceries. If you order even a couple of times a month, the at-cost savings cover the fee many times over.
No. Fresh Pass is completely optional. You can buy anything on Food Store Direct without it — no forced subscriptions, no auto-ship boxes. The membership just unlocks our true-cost pricing.
You choose how far you want covered — your state, your region, or the whole country. Within that reach, Fresh Pass Plus pays the carrier label. You front a small refundable deposit on the reusable cooler and get it back when you send the cooler home.
Those lanes are genuinely expensive to ship, so they live in the top tiers (+ Alaska, + Alaska + Hawaii). You pay our true cost there — never a marked-up one — and the cooler deposit still comes back to you.
Anytime, in one click. No contracts, no penalties. Membership, not markup.
Join Fresh Pass and start paying what we pay.
Optional • cancel anytime • no forced boxes