Direct-to-Consumer and private label grocer, Movebutter, launched in June. Already, 100,000 people have signed up. Chai Mishra, founder and CEO of the company, explains his plan to tackle Amazon in the grocery space. Recently, Amazon announced it was acquiring Whole Foods for $13.7 billion. Mishra argues his business is perfectly primed to disrupt the market through logistics, and plans to open five warehouses by the end of 2017.