US prediction market platform Kalshi is offering New Yorkers free groceries in a one-day promotional event in Manhattan’s East Village, as the company looks to raise awareness of event trading among the general public.

The company took over Westside Market – 84 3rd Ave, covering grocery bills of up to $50 per customer. The activation will see the store rebranded with Kalshi marketing as the firm introduces shoppers to the concept of prediction markets tied to real-world events.

Tarek Mansour, chief executive of Kalshi wrote in his LinkedIn account: “Free groceries for everyone. The winter has been cold and difficult for many. We hope this helps a little. New York has given Kalshi so much. It’s only fair for Kalshi to give to New York.”

As part of the in-store promotion, the company is positioning prediction markets as a way for individuals to express views on real-world outcomes and potentially profit if their expectations prove correct.

Kalshi said that while the goal is to educate the general public about trading on real-life outcomes with money, the company also aims to help New Yorkers combat rising grocery costs by giving some lucky shoppers a break.