Farmigo Brings Community-Based Farmers’ Markets Online | Gadget Lab | Wired.com

Farmigo wants to bring locally grown produce to the places you already go — work, schools and community centers — and provide something approaching the convenience of home delivery without the cost.

The company launched its local food communities on Tuesday, an effort to deliver a personalized, online farmers’ market experience to entire communities. The idea is to make it super simple to order vegetables online and pick them up at a convenient location, like your office. Farmigo isn’t catering to individuals, and in fact won’t deliver veggies to anyone’s home. It’s all about going where the people are, whether it’s at work, school, church, whatever. And you’ll need to sign up as a community in order to access the service.

“Home delivery is very expensive,” founder and CEO Benzi Ronen told Wired. “The idea is that you come to work every day. You pick up your kids at their school everyday. You go to a community center if you’re working out there every day. We turn those into food communities, so it’s not an extra place you need to go to. The nice thing about it is that we are automatically going into an existing community of people.”