FIELDS, founded in 2009, is a Shanghai-based online grocer that emphasizes safety, freshness and high quality. The company operates an in-house system to source, package and prepare products and offers same-day delivery in Shanghai with next-day service to other cities. Its assortment includes fresh fruits, vegetables, seafood, meats, beverages, dairy, bakery items, ready-to-serve dishes and personal care products, both local and imported. FIELDS employs nearly 300 people and serves tens of thousands of customers across Shanghai, Zhejiang and Jiangsu. The company plans to increase delivery locations and frequency, broaden its product selection, and continue heavy investment in testing for pesticides and traces of metals to reassure customers about food safety. It will also invest in recruiting talent, website and IT upgrades, and expanded warehouse capacity.

Total raised

$5M

Funding rounds

1

Latest round

Series A

Latest activity

Oct 2013