Thrive Market Launches Popcorn Sourced From Farmers Impacted by Movie Theater Closures (EXCLUSIVE)
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variety.comSelome Hailu editorEcommerce grocer Thrive Market has launched a new movie theater-style popcorn, sourced from farmers who were left with a massive surplus of kernels after cinemas began to shut down during the pandemic.
Now, Thrive members are able to purchase butterfly kernels, a fluffier variety typically only found at the movies, instead of the mushroom kernels more often available to consumers.Butterfly kernels are highly expansive when they pop, increasing their ability to hold onto the flavor of the butter or other ingredients.
This quality usually makes the kernels profitable to grow, but that changed when COVID-19 hit.“A lot of popcorn is specifically grown for movie theaters.
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