That’s why Farmigo has launched a new program called local food communities. It has been piloting the idea with a few companies in San Francisco and New York, and as of today, organizations such as offices, schools, and community centers in those two cities can sign up. The goal, Ronen said, is to take the farmer’s market concept and make it much more accessible, so that it isn’t just open for a few hours on the weekend, and you don’t have to travel across town to reach it.
Instead, each community has access to a group of local farms. To order food from those farms, customers just visit their dedicated Farmigo site, where they can buy things like seasonal fruit, vegetables, eggs, meats, fish, bread, cheeses, wine, and coffee. Then the food is delivered to the community location within 48 hours from harvest. In other words, Ronen said, it’s a way that Farmigo can “bring the farmer’s market experience to you.”
Ronen said it’s important for these programs to go through specific organizations, rather than a more loosely defined “community” – that helps with things like logistics and security (your office may not want random people dropping by to pick up their food). He also compared the idea to the Kickstarter model, where businesses (in this case farms) get a certain amount of commitment from the community upfront so they know that serving a given customer base makes sense. Ronen is hoping that food evangelists will be the ones who first bring the programs into their communities, and then they’ll spread from there.
The companies piloting the program include Etsy, Kiva, and Carrot Creative. You can see a food delivery at Carrot Creative in the video below.
Farmigo is also announcing a new $8 million Series B round of funding led by Sherbrooke Capital and RSF Social Finance, with participation from past investor Benchmark Capital.