{
  "company": {
    "name": "Freshline",
    "website": "https://freshline.io/",
    "record": "https://startuphistory.org/c/freshline.io"
  },
  "status": null,
  "history_since": "2020-06-04T19:39:54.000Z",
  "baseline": {
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    "observed_at": "2020-06-04T19:39:54.000Z",
    "headline": "Same grocery ingredients used at top restaurants, without the markup",
    "description": "Freshline is an online marketplace for chef-quality grocery from local wholesalers. We believe everyone deserves great food, anywhere.",
    "evidence": "https://web.archive.org/web/20200604193954/https://freshline.io/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:03:29.805Z",
  "live_status": null,
  "messaging": [
    {
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        {
          "headline": "Same grocery ingredients used at top restaurants, without the markup",
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          "evidence": "https://web.archive.org/web/20200604193954/https://freshline.io/",
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        },
        {
          "headline": "Same grocery ingredients used at top restaurants, without the markup",
          "subhead": "Freshline is an online marketplace for chef-quality grocery from local wholesalers. We believe everyone deserves great food, anywhere.",
          "observed_at": "2020-07-21T22:49:49.000Z",
          "evidence": "https://web.archive.org/web/20200721224949/https://freshline.io/",
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        }
      ],
      "headline": "Same grocery ingredients used at top restaurants, without the markup",
      "subhead": "Freshline is an online marketplace for chef-quality grocery from local wholesalers. We believe everyone deserves great food, anywhere.",
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      "to": "2020-07-21T22:49:49.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20200721224949/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2020-07-21T22:49:49.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2021-09-25T08:25:01.000Z",
      "variants": [
        {
          "headline": "We help food suppliers sell more online & worry less.",
          "subhead": "Freshline is the best all-in-one e-commerce and operations platform for food suppliers. We make it easy for meat, seafood, and produce suppliers to build, launch, or scale their online business.",
          "observed_at": "2021-09-25T08:25:01.000Z",
          "evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "We help food suppliers sell more online & worry less.",
      "subhead": "Freshline is the best all-in-one e-commerce and operations platform for food suppliers. We make it easy for meat, seafood, and produce suppliers to build, launch, or scale their online business.",
      "from": "2021-09-25T08:25:01.000Z",
      "to": "2021-09-25T08:25:01.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2021-09-25T08:25:01.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2022-03-14T12:20:33.000Z",
      "variants": [
        {
          "headline": "The best platform to sell perishable foods online.",
          "subhead": "Freshline is the best platform to sell perishable food online. Whether you're selling meat, seafood, or produce online, we've got you covered.",
          "observed_at": "2022-03-14T12:20:33.000Z",
          "evidence": "https://web.archive.org/web/20220314122033/https://freshline.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "The best platform to sell perishable foods online.",
      "subhead": "Freshline is the best platform to sell perishable food online. Whether you're selling meat, seafood, or produce online, we've got you covered.",
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      "to": "2022-03-14T12:20:33.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220314122033/https://freshline.io/",
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      "seen": {
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      },
      "current": false
    },
    {
      "quote_observed_at": "2023-03-13T05:45:38.000Z",
      "variants": [
        {
          "headline": "Future-proof your food distribution business",
          "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
          "observed_at": "2023-03-13T05:45:38.000Z",
          "evidence": "https://web.archive.org/web/20230313054538/https://freshline.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Future-proof your food distribution business",
      "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
      "from": "2023-03-13T05:45:38.000Z",
      "to": "2023-03-13T05:45:38.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230313054538/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-03-13T05:45:38.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-01-05T08:10:18.000Z",
      "variants": [
        {
          "headline": "The Leading eCommerce Platform for Foodservice",
          "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
          "observed_at": "2023-09-24T03:48:32.000Z",
          "evidence": "https://web.archive.org/web/20230924034832/https://freshline.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The Leading eCommerce Platform for Foodservice",
          "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
          "observed_at": "2024-08-22T20:32:31.000Z",
          "evidence": "https://web.archive.org/web/20240822203231/https://freshline.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The Leading eCommerce Platform for Foodservice",
          "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
          "observed_at": "2025-01-05T08:10:18.000Z",
          "evidence": "https://web.archive.org/web/20250105081018/https://freshline.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "The Leading eCommerce Platform for Foodservice",
      "subhead": "Freshline's B2B e-commerce platform makes receiving, managing, and fulfilling orders 10x more efficient for food wholesalers and distributors.",
      "from": "2023-09-24T03:48:32.000Z",
      "to": "2025-01-05T08:10:18.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20250105081018/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2025-01-05T08:10:18.000Z"
        }
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      "current": false
    },
    {
      "quote_observed_at": "2026-03-17T19:49:12.000Z",
      "variants": [
        {
          "headline": "AI-powered eCommerce for food wholesalers",
          "subhead": "Automate ordering, operations, and payments for your perishable food business. Built for wholesalers, distributors, and suppliers.",
          "observed_at": "2026-03-17T19:49:12.000Z",
          "evidence": "https://web.archive.org/web/20260317194912/https://freshline.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "AI-powered eCommerce for food wholesalers",
      "subhead": "Automate ordering, operations, and payments for your perishable food business. Built for wholesalers, distributors, and suppliers.",
      "from": "2026-03-17T19:49:12.000Z",
      "to": "2026-03-17T19:49:12.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20260317194912/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2026-03-17T19:49:12.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:03:29.805Z",
      "variants": [
        {
          "headline": "Modern ordering & fulfilment software for food distributors.",
          "subhead": "Automate ordering, operations, and payments for your perishable food business. Built for wholesalers, distributors, and suppliers.",
          "observed_at": "2026-09-24T15:53:24.000Z",
          "evidence": "https://web.archive.org/web/20260924155324/https://freshline.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "All-in-one System for Food Distributors",
          "subhead": "Automate ordering, operations, and payments for your perishable food business. Built for wholesalers, distributors, and suppliers.",
          "observed_at": "2026-11-06T17:03:29.805Z",
          "evidence": "https://freshline.io/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "All-in-one System for Food Distributors",
      "subhead": "Automate ordering, operations, and payments for your perishable food business. Built for wholesalers, distributors, and suppliers.",
      "from": "2026-09-24T15:53:24.000Z",
      "to": "2026-11-06T17:03:29.805Z",
      "captures": 2,
      "evidence": "https://freshline.io/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-09-24T15:53:24.000Z",
          "to": "2026-11-06T17:03:29.805Z"
        }
      },
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      "n": 1,
      "id": "classifier-4b1182f3223c5639c4a7a78a8c77049dd9193680bdf361451b2076e8112141b5:c4708ea3c80711279d209add155bab6ea769add98ebe8f90c03fa235a527db18:repositioning",
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      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Same grocery ingredients used at top restaurants, without the markup” to “We help food suppliers sell more online & worry less.”. A classifier read this as a change in its core product and its target customer.",
      "between": {
        "from": "2020-07-21T22:49:49.000Z",
        "to": "2021-09-25T08:25:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
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      "before_evidence": "https://web.archive.org/web/20200721224949/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
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        "to": "2021-09-25T08:25:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
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    {
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      "before_evidence": "https://web.archive.org/web/20200721224949/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2020-07-21T22:49:49.000Z",
        "to": "2021-09-25T08:25:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 4,
      "id": "page-c4708ea3c80711279d209add155bab6ea769add98ebe8f90c03fa235a527db18:8daec26bbec957a72a830e4811aba85a0e1e8f1a24f61f1cdabd0f07879e370a:headline:e2fe7f2ef0134739",
      "before_evidence": "https://web.archive.org/web/20210925082501/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “We help food suppliers sell more online & worry less.” to “The best platform to sell perishable foods online.”.",
      "between": {
        "from": "2021-09-25T08:25:01.000Z",
        "to": "2022-03-14T12:20:33.000Z"
      },
      "evidence": "https://web.archive.org/web/20220314122033/https://freshline.io/",
      "evidence_kind": "internet_archive",
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      "topic": null
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    {
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      "id": "page-8daec26bbec957a72a830e4811aba85a0e1e8f1a24f61f1cdabd0f07879e370a:3d3d3492f5bc913213fd22dea995c5e6bc2ff3e381f3e24d93dc6f747a50001c:headline:014adf4a5197df72",
      "before_evidence": "https://web.archive.org/web/20220314122033/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “The best platform to sell perishable foods online.” to “Future-proof your food distribution business”.",
      "between": {
        "from": "2022-03-14T12:20:33.000Z",
        "to": "2023-03-13T05:45:38.000Z"
      },
      "evidence": "https://web.archive.org/web/20230313054538/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-3d3d3492f5bc913213fd22dea995c5e6bc2ff3e381f3e24d93dc6f747a50001c:19c6090fa13169408fd3a1f8ac91a1508d1b956a3d3ccdc7218ac80d9e09a4ff:headline:a4faaadfb7e0946f",
      "before_evidence": "https://web.archive.org/web/20230313054538/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Future-proof your food distribution business” to “The Leading eCommerce Platform for Foodservice”.",
      "between": {
        "from": "2023-03-13T05:45:38.000Z",
        "to": "2023-09-24T03:48:32.000Z"
      },
      "evidence": "https://web.archive.org/web/20230924034832/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-3d3d3492f5bc913213fd22dea995c5e6bc2ff3e381f3e24d93dc6f747a50001c:19c6090fa13169408fd3a1f8ac91a1508d1b956a3d3ccdc7218ac80d9e09a4ff:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20230313054538/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2023-03-13T05:45:38.000Z",
        "to": "2023-09-24T03:48:32.000Z"
      },
      "evidence": "https://web.archive.org/web/20230924034832/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    },
    {
      "n": 8,
      "id": "page-34871280da7c351c6459d62c92ad6341b2fd7a672348fb2aa4e74f2053e691dc:ed77e60680c792964f689b0f63145a54bdfaddf1a028d29ab753fd592df7d0e9:headline:1aced2c2334501cf",
      "before_evidence": "https://web.archive.org/web/20250105081018/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “The Leading eCommerce Platform for Foodservice” to “AI-powered eCommerce for food wholesalers”.",
      "between": {
        "from": "2025-01-05T08:10:18.000Z",
        "to": "2026-03-17T19:49:12.000Z"
      },
      "evidence": "https://web.archive.org/web/20260317194912/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 9,
      "id": "page-ed77e60680c792964f689b0f63145a54bdfaddf1a028d29ab753fd592df7d0e9:c348897103bc1b5d50c6ac379d36eb05e161c0f9162b6ae0060e4684fdefb038:headline:51e86a56fd8a0a09",
      "before_evidence": "https://web.archive.org/web/20260317194912/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “AI-powered eCommerce for food wholesalers” to “Modern ordering & fulfilment software for food distributors.”.",
      "between": {
        "from": "2026-03-17T19:49:12.000Z",
        "to": "2026-09-24T15:53:24.000Z"
      },
      "evidence": "https://web.archive.org/web/20260924155324/https://freshline.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 10,
      "id": "page-c348897103bc1b5d50c6ac379d36eb05e161c0f9162b6ae0060e4684fdefb038:2a2d19fed88107e0a8faf1bf426cf09c121650d9cb9c5fda0a9142e3235fae21:headline:8ae3abb11674ba0d",
      "before_evidence": "https://web.archive.org/web/20260924155324/https://freshline.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Modern ordering & fulfilment software for food distributors.” to “All-in-one System for Food Distributors”.",
      "between": {
        "from": "2026-09-24T15:53:24.000Z",
        "to": "2026-11-06T17:03:29.805Z"
      },
      "evidence": "https://freshline.io/",
      "evidence_kind": "live_capture",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Freshline” company record, https://startuphistory.org/c/freshline.io"
}