Farmigo: The Virtual Farmer’s Market

Farmigo: The Virtual Farmer’s Market



By: Alexandra Gladu

For generations, a quick trip to the local farmer’s market has been the easiest way to get the freshest produce in town and support local farms in your community.  But what if you could achieve the same results without even leaving your desk?  Today, companies like Farmigo are making the process even easier – by taking it online.

Farmigo, a tech-savvy startup dedicated to supporting local and regional agriculture, connects organizations within a community, such as workplaces, schools, and apartment complexes, with local food producers.  With Farmigo, members of participating organizations can order produce online and have it delivered to their office, school, or home the next day.  In this way, local farmers are able to connect with new consumers in their region, and consumers are able to get fresh, tasty produce delivered to them like never before.

Farmigo currently operates these e-markets in San Fransisco and New York, and the company is actively building new local food communities across the country. The virtual farmer’s market model is both more convenient for consumers and more profitable for farmers than traditional food distribution systems.  According to Farmigo CEO Benzi Ronen, local farmers receive up to 80 cents of each dollar spent by e-consumers.  In the grocery store model, on the other hand, farmers only get about 9 cents of each dollar.  Through community outreach and marketing campaigns Farmigo also brings the local food movement to massive audiences throughout the country – audiences that small farmer’s markets don’t typically reach.

Farmigo’s creation of online farmer’s markets is revolutionary, but the concept of farm-to-table programs is nothing new.  The Farmigo model is similar to that of Community Supported Agriculture (CSA) programs.  CSAs offer consumers a seasonal subscription to baskets of fresh produce, direct from a local farm. Farmigo, however, streamlines the CSA model and makes it more appealing to a mass audience by allowing consumers to order online, select precisely which products they want, and receive their orders by delivery.

By taking the local farmer’s market digital, Farmigo gives local farmers a competitive edge over chain grocery stores.  The virtual model represents the innovation and economic advantages that come with supporting local business.  Ultimately, Farmigo has revolutionized the way we think about buying local produce, and it has set up local farmers for longstanding success.

Alex is a rising junior at the University of North Carolina at Chapel Hill, where she is double-majoring in Public Relations and Spanish.  Since becoming an intern with Independent We Stand, she has fully adopted the ‘buy local’ lifestyle.  Her favorite indie business is Sugarland, a bakery in Chapel Hill, N.C, where she has been known to go a little cupcake crazy. She hopes to attend law school and pursue a career in nonprofit or political communication.

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