Associated Food Stores (AFS) is adopting Instacart’s white-label e-commerce tools, Storefront and Storefront Pro, across its five owned banners — including Fresh Market, Lin’s and Macey’s — and more than 40 member retailers such as Broulim’s, Davis Food & Drug, Kent’s and Lee’s. The move gives AFS stores a fast, simple way to enter the world of online grocery, or upgrade their current experience.
“We’re excited to partner with AFS to bring our white-label e-commerce solutions and retail media monetization to their owned and operated stores and independent retail banners,” said Nick Nickitas, Instacart’s GM of independent grocery and mid-market retail partnerships. “AFS has always championed innovation for local grocers, and together we’re scaling their digital transformation.”
“Partnering with Instacart gives our local, independent retailers the ability to offer their shoppers a world-class online shopping platform – one that meets or exceeds what other regional or national grocers are doing today,” added Jason Sokol, VP of Marketing at AFS. “With Storefront Pro, retailers have access to Carrot Ads, which fuels new opportunities for retail media growth while providing guests with a simple, reliable way to shop their favorite local stores online.”
“Instacart’s Storefront Pro has allowed us to go online quickly and confidently with a best-in-class e-commerce solution that delivers strong growth and revenue opportunities,” said CJ Davis, president of Davis Food & Drug, noting a 24% sales increase and 2–3x growth in monthly retail media revenue with Carrot Ads.
As a member of Retailer Owned Food Distributors & Associates (ROFDA), AFS is also using Carrot Ads as its retail media network, supporting in-store and online monetization across Storefront Pro and Caper Carts. The partnership builds on existing Instacart relationships to offer unified, personalized experiences in-store and online.
Storefront and Storefront Pro expand AFS retailers’ e-commerce capabilities, with Storefront Pro enabling new retail media revenue through Carrot Ads. AFS retailers join more than 350 Storefront and Storefront Pro customers.
Instacart reported strong Q3 results, including 14% order growth, 10% higher gross transaction value, and expanded profitability. “Our strategy to accelerate online grocery adoption is working,” wrote Instacart CEO Chris Rogers.
Instacart partners with over 1,800 banners and supports nearly 100,000 stores across North America. AFS, a supplier to independent grocers across the western U.S., ranks No. 74 on The PG 100, Progressive Grocer’s 2025 list of top food and consumables retailers.
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