Despite the copious amounts of venture funding that have flowed to them in recent years, food tech startups haven’t had an easy time of it especially in the food delivery game. Since 2015, GoodEggs, Zesty and Munchery have shuffled their executive decks, meal kit delivery darlings Blue Apron struggled with worker safety, and logistics providers Postmates struggled to lock in a new round of funding. By contrast GrubMarket, a younger e-grocery backed by Ashton Kutcher’s Sound Ventures, has reached a $5 million monthly revenue run rate, and hit breakeven on its business overall according to founder and CEO Mike Xu. Could this be the next Whole Foods or Costco? The CEO attributes GrubMarket’s growth and margins to disciplined spending on marketing and merchandising, and a mix of direct-to-consumer and business-to-business customers.