FIELDS, a Shanghai-based online grocer, has raised $5 million in a Series A funding round led by ClearVue Partners, which targets consumer businesses in the Greater China region. FIELDS was founded in 2009.
FIELDS, Shanghai’s premier online grocery store with a strong focus on safety, freshness and quality, today announced a $5 million Series A investment round spearheaded by ClearVue Partners, a private equity fund targeting fast growing and promising consumer companies in the Greater China region.
“We invested in FIELDS based on their successful business operation, management team, and their focus on safety and quality in addition to their support of local Chinese farms.”
Founded in 2009, FIELDS was created to provide peace of mind regarding food safety concerns in China coupled with convenient service. The company’s goal is to provide its customers with the safest and healthiest groceries available by using the highest standards in purchase, preparation and transportation assuring top-notch quality every time.
“Over the last four years, we have developed strong relationships with our suppliers in order to guarantee the freshest and safest products,” said Steve Liang, CEO of FIELDS. “We have created an in-house operations system allowing us to source, package and prepare everything internally, skipping short cuts, and building trust with our customers. This investment will allow us to increase spending on state-of-the-art testing for food safety, expand our operations to include recruiting top talent, website and IT upgrades, and expand the capacity of our warehouse.”
Over the next year, FIELDS plans to increase the number and frequency of delivery locations as well as offer customers a unique selection of products including a wide variety of fresh fruits, vegetables, seafood, and meats. FIELDS will continue to invest heavily in testing its fresh foods for pesticides and traces of metals, reassuring customers that their food is safe and the highest quality sourced from trusted local and international suppliers.
“Fresh food delivery is a rapidly growing category in ecommerce, especially in China, and what sets FIELDS apart is their dedication to providing the safest, freshest food to its customers,” said William Chen, Managing Director at ClearVue Partners. “We invested in FIELDS based on their successful business operation, management team, and their focus on safety and quality in addition to their support of local Chinese farms.”
FIELDS has grown from a small start-up company into an organization that boasts nearly 300 employees and provides food and products for tens of thousands of customers in Shanghai, Zhejiang and Jiangsu. As our healthy customer base, both expatriates and Chinese, continues to grow, FIELDS remains a market leader offering high quality, safe and consistent products from around the world to its customers.
“At FIELDS, we only sell food that we would be proud to serve our own families. We appreciate our customers and community and look forward to strengthening each relationship by providing the best products seven days a week, 365 days a year,” added Liang.
FIELDS China is a Shanghai-based online grocer that strives to carry the freshest and highest quality foods. FIELDS provides healthful and safe options for a family’s grocery needs, including vegetables, fruits, meats & poultry, fish & seafood, beverages, dairies, bakery items and personal care products. Seasonal produce and ready-to-serve dishes are also available. With same day delivery on orders in Shanghai, FIELDS makes it convenient and affordable for customers to have healthful, safe, organic, seasonal foods items in China—both local and imported. Customers in other cities can enjoy convenient next day service.www.fieldschina.com
About TZG Partners
TZG Partners is a Shanghai-based business initiation and investment firm focused on building and growing new businesses that further the objectives of socially responsibility, sustainability and/or lifestyle quality. TZG captures value by leveraging strategic thinking, market knowledge, entrepreneurialism and creativity to initiate new businesses. www.tzgpartners.com
About ClearVue Partners
ClearVue Partners is a private equity fund focused on investments in the fast growing and dynamic consumer sector in the Greater China region, primarily in the food and beverage, consumer lifestyle and consumer internet/mobile sub-sectors. ClearVue targets growth stage investments in fast growing and promising local companies, enables market entry for leading international consumer brands into China, and develops top tier brands and businesses. ClearVue team has a unique combination of investment and senior operations experience from the U.S. and Greater China, with an advisory group of recognized business pioneers in the consumer industry. www.cvpcap.com