Meet the Woman Changing the Grocery Shopping Game

Emily Schildt is changing the game of grocery shopping with her Pop Up Grocer locations.

After noticing some vital elements the mainstream grocery stores were lacking, she created a new traveling grocery space that’s geared towards the health conscious customer. She carefully picks brands and products that are innovative, nutritionally responsible, and sustainable and fills her shelves with a curated list of goodies! We had the pleasure of speaking with Emily about her inspiration behind Pop Up Grocer, her thoughts behind the different products she sells, and about the community she is trying to create. Emily is onto something really cool and we’re here for it! Check out our interview with her below.

Emily, tell us about your inspiration behind Pop Up Grocer. Where did the idea come from? What made you want to branch out to LA?

I've been using grocery stores for years in a very specific way—not just to shop for the immediate purchase of items I want to stock in my cabinets, but to educate myself on new ingredients, be inspired by packaging design, and accumulate an understanding of trends. I realized one day that there must be other people like me, both those in the industry and those invested, health-conscious, curious consumers. And that a space built specifically for this didn't exist. Simultaneously, in my brand marketing work with small food companies, I was confronted with the challenges they faced in launching their products, either online or off. I saw that they too could benefit from this space, a place with the intent for their products to be discovered by the people they want to reach. So, I figured, I'd just create it myself.

How have the skills you developed as a brand consultant and freelance writer helped with the creation of Pop Up Grocer?

I have gleamed both cultural and dietary insights for years, to help drive the creation of strong brands. This allows me to understand the desire for physical, tangible experiences, with social media fatigue as it is, and to have an innate knack for products that our target consumers will be drawn to. Working for myself and for startups exclusively has also poised me for the flexibility necessary to run a small, self-funded business.

What sort of products are sold at Pop Up Grocer?

In any given location, we feature about 150 of the most innovative brands, with a total of around 400 products. Our criteria for selecting these products consider first, is it interesting and new? Second, is it nutritionally responsible? And third, will it have a pleasant presence on shelf? Through this selection process, a makeup that is majority plant-based, women-owned, and sustainable results. Within our LA shop, as an example, we feature vegan seafood from Good Catch, sesame seed butter from Seedible, a biodegradable toothbrush from Keeko, and jackfruit jerky from Jack & Friends.

What are some of your personal favorite items sold in your stores?

This is the toughest question! I've created a store full of my favorite things! Personally, I'm a bit of a nut butter fiend, so I was thrilled to discover Humble Nut Butter's savory butters. The Sun Dried Tomato flavor is insane. I'm also a sucker for items that are familiar in their ingredients, but delivered in a totally new format, so I just love Hellenic Farms' Fig Salami. I gnaw on it whole, as a snack, but you can be more graceful and slice it on a cheese board, too. Also, since I've been in LA, I've gotten into the wellness shot -- this is not a thing we do in New York. I love Good Culture's probiotic shots, because I'm obsessed with getting my probiotics in. Anything that promotes gut-health, I'm all about it. I'm endlessly fascinated by how powerful and meaningful to our overall health the gut is. I love Lavva (a former client of mine!) for this reason, too.

We know that Pop Up Grocer hosts After Hours events to build a sense of community with its visitors and trust among its shoppers. Why do you feel this sense of community is so important?

There's a lot of distrust built in to our current grocery shopping options. Mass retailers carry too much stuff that makes us question their ethos. The relationship with online grocers lacks intimacy, and they inherently under-deliver against expectations, when the price of delivery is so high. So, to create a positive interaction with us and our brands, we want people to feel like we can be trusted, as their friends, and curators with a sense of responsibility to the health and well-being of its community.

We LOVE that you like to do SDN (Solo Dining Night) as a form of self-care. Can you tell us a little more about it and what it has taught you?

I started the practice so many moons ago now, I can't even remember when, but it's been a while! For years, I've been taking myself out on Thursday nights (which has now bled into my full Sundays spent alone, as well). It's the most fulfilling tradition or activity of any kind I've ever taken part in. I've learned how to be with myself, and through dedication to that, how to love and appreciate myself.

As a brand consultant, you understand the importance of aesthetics. What are some of the trends you see in packaging design for food brands?

Bold, vibrant colors that pop on shelf. In our environment, that's all we have, which contributes to its 'candy-colored' reputation but in a standard grocery, this is what is going to help you stand out.

Do you plan on opening other pop ups in LA apart from the Venice location?

We won't open another pop-up here in LA this year, but we do plan to be back! Stay tuned to @popup.grocer where we share our new locations and all plans for the future!