Online grocery shopping isn't (really) catching on. While there has been real growth in the number of Americans who shop for groceries online in 2020, even in the midst of a global pandemic, the vast majority of customers choose to shop in person. Why?  This week on The Disruptive Voice, we're delighted to bring you José Vicente Aguerrevere and Max Pedró, co-founders of Takeoff Technologies, for a look behind the scenes at their efforts to build and sustain a technology company aimed at eliminating a major barrier to online grocery retailing. After taking BSSE with Professor Christensen, Max and José graduated from HBS as Baker Scholars in 2002, pursued careers in blue chip banking, consulting, and retail firms, and fourteen years later felt called to co-found a technology firm. Based on the idea that finding the right trade-offs could make online grocery retailing cost effective to both the retailer and customer, Max and José have turned their start-up into a global company. Hosted by Anibha Singh, Max and José discuss the genesis of the business, their rapid scaling efforts, the evolution of the grocery industry during the coronavirus pandemic, and their vision of an ecosystem of efficient fulfillment across industries. We hope you enjoy this engaging and thought-provoking episode!