(New York, NY – October 2nd, 2020) - Pop Up Grocer, the world’s first-ever traveling pop-up grocery store, will bring its roster of innovative consumer brands to New York this fall for a month-long residency in Williamsburg, Brooklyn. Opening October 2nd through November 1st, Pop Up Grocer will showcase a select group of qualifying brands, vetted by founder Emily Schildt and the Pop Up Grocer team, including VICTORY DANCE FOODS, innovative and award winning line of colorful granolas powered by whole plant juice!

In a world where there is a seemingly ceaseless and overwhelming amount of choice, Pop Up Grocer exists to cull through the clutter, and bring the joy of discovery to the grocery experience. Founded in 2019, Pop Up Grocer has created a unique space for unveiling new products, with stores in Los Angeles, Austin, and two previous stores in New York, with their third location coming this Fall.

Photo Credit: Hungry Boy — **Photo Credit:** **Hungry Boy**

“Victory Dance Foods is thrilled to partner again with Pop Up Grocer in Williamsburg, Brooklyn and introduce our award winning line of Garden Granola to the Williamsburg community! Pop Up Grocer is not only an amazing platform for exposure and visibility for emerging food brands, but they also have created an in-store experience that is truly fun and absolutely unique! We are very grateful for their continued partnership and very excited to connect with the vibrant Brooklyn community through Pop up Grocer! Our first Pop Up Grocer was in Austin Texas and it was a huge success for us! It is truly the happiest store on earth! So make sure to make it there this October!” - Maddie McCarthy, Victory Dance Foods Co-Founder

With the onset of the COVID-19 pandemic, Pop Up Grocer has succeeded as a place for happiness and a sense of normalcy. The pop-ups now include private appointments to cater to each individual visitor’s needs, and allow for a more personal shopping experience. The stores maintain the health of visitors and staff, requiring masks for entry and enforcing safe distancing. With the nimble and flexible nature of the business, Schildt has adapted each pop-up to meet the ever-changing needs of today’s retail landscape.

"It is so rewarding to be back in New York, a year later, and to return to a new neighborhood through which we can continue to grow our community. As we've traveled the country visiting various cities, we've thought much about our homebase, particularly during these trying times. We're grateful for the opportunity to bring joy and a sense of normalcy to those who have supported us from the very beginning." Emily Schildt, Pop Up Grocer Founder.

Since Pop Up Grocer’s inception, the company has donated 5% of all in-stores sales to local causes with immediate impact. As of August 2020, Pop Up Grocer has shifted their 5% donation to build The Fund, a packaged gift to one emerging early-stage, Black-owned brand, to include a variety of services and generosity from the Pop Up Grocer team and partners, in addition to the monetary contribution.