Pinemelon Logo

Connecting
local farmers with happy customers.

Pinemelon is a new generation online grocer based in Denver. We partner with local producers, and deliver the best products at fair prices. We run the largest e-grocery in Kazakhstan with a 5× Y-o-Y growth and a $24M run-rate.

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Alex Lee Photo

If we want a healthy, sustainable food system, we should support local farming and independent producers. That’s what we do.”

Alexey Lee, CEO, says in manifesto

Farmers’ market 
in the app

Farmers determine the assortment and retail price. Pinemelon takes 15% for fulfillment, last mile delivery and card processing services.

Customers can follow their favorite farms and producers and buy food directly from them.

App ScreenshotApp Screenshot

What makes us different

Our way to make customers happy
Straight from the farm


We work directly with Colorado farmers and producers

Affordable pricing


Local products are sold at minimal margin

2 hour free delivery
on first and future orders over $35
Sustainable packaging

Returnable totes, recyclable 
paper bags, no plastic

6,000+ products available

at fully-stocked warehouse and ready for 2-hour delivery

Membership benefits

Increased discounts, free and prioritized delivery

The food that isn’t sold is donated to We Don’t Waste and Denver Food Rescue
Grocery bag

Our track record

In Kazakhstan
In Kazakhstan
2011
Arbuz.kz e-grocery was launched in Kazakhstan
2 cities
Almaty and Astana
growth year-over-year in 2019 and 2020
$36M
company run-rate
In USA
In USA
2022
Pinemelon.com was launched in Denver
6,000+
SKUs available (and keep growing up)
12
current farm partners
$10M
investments raised
Devekopment GraphClimbing PineapplePineapple's Rope

Who gets things done?

Our online business is retail. Our team is a great match of seasoned entrepreneurs and professionals with 60+ years combined experience in online retail and grocery
Alex Lee photo
Alexey Lee
Chief Executive Officer

Tech entrepreneur, who previously built 2 e-commerce startups, ran them into the largest players in their respective fields (Ticketon and Aviata). He became the deal originator for the merger of 2 largest OTAs in Kazakhstan, and later sold his shares to the second part. He chose carefully which company could be his next big thing, that's how PineMelon has started.

Alexey loves reading books, riding a bike and raising his two daughters.

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John Gengel Photo
John Gengel
General Manager, Denver, USA

John has been a leader in the natural foods industry in the Rocky Mountain Region for over 22 years. Helping to lead teams at retail stores including Whole Foods Market, Lucky’s Market, and Alfalfa’s, he has developed many deep and long lasting relationships with local farmers, ranchers, and CPG producers across the region.

John is married with two canine fur babies. In their spare time they enjoy camping, skiing, hiking and most any activity involving Colorado’s rivers and lakes. John is also a huge fan of making and listening to music of all kinds.

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Madina Mazina Photo
​Madina Mazina
Chief Product Officer

Madina in a few years grew very fast from starting positions in marketing to CMO, then successfully transitioned to product management and then to leading roles in managing the whole company. 2 years after the merger of Alexey's OTA business she joined the current team in PineMelon.

Madina can easily be a symbol of a perfectionist and an innovator.

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Larissa Pak Photo
Larissa Pak
Chief Marketing and Communications Officer

25 years in corporate and marketing communications in FMCG, retail banking, and with independent projects. As a managing director in a fintech organization — kaspi.kz — Larissa helped to transform the brand from #10 in the country to #1, and grew the customer base 17×. Larissa is also very passionate about the community and has been a TEDx organizer since 2010.
During the pandemic, she baked sourdough and croissants… it was a huuuuge hit.

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Ruslan Pogorelov Photo
​Ruslan Pogorelov
Vice-President Operations

Before joining Arbuz.kz as its first CEO in 2018 Ruslan had more than 15 years of managerial experience as a CEO and top manager of leading insurance companies, commercial and investment banks in Kazakhstan. As a VP of PineMelon Ruslan is responsible for support and coordination of international teams and operations.

Ruslan graduated from University of Reading (England) in 2001 with MA degree in banking.

​Loves mountain hiking and road bike racing.

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Wow! We are in the press

34 appearances so far. And more on the way
Thank you for your interest!
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