LocallyGrown.net Presentation

Athens Locally Grown Eric Wagoner

locallygrown.net • A new type of direct marketing • Not exactly a farmers market • Not exactly a CSA • Not exactly a buying club

Our Beginnings • Athens, GA • Spring 2002 • 6 growers • Handful of wholesale & retail customers

The Original Idea • Pool our produce • Single point of sale • Focus on chefs

It Didn’t Work • Athens too inexpensive • Farms too small

Change of Focus • Small sales to individuals • A “secondary” farmers market

Accidental Discoveries • Easier • Less risky • Customer preferred

Farmers Market Problems (Grower) • Grueling work • Speculative • High barrier to entry

Farmers Market Problems (Customer) • Must arrive early • Must buy quickly • Not convenient

CSA Problems (Grower) • Daunting planning • Not very ﬂexible

CSA Problems (Customer) • Inﬂexible • Limited choice • Too much kale

Buying Club Problems • Hard to organize • Local options limited

We Seemed to Solve Those Problems

Athens Locally Grown Now • 60 Growers • 1500 Customers • $10K Weekly Sales

I Wrote Software So The Market Runs Itself

The Mechanics (Growers) • Create an account • Describe the “farm” • List products • Harvest orders • Drop off packaged orders • Proﬁt!

The Mechanics (Customers) • Create an account • Place orders • Pick up and pay for orders • Repeat as desired

The Mechanics (The Market) • Growers list Friday through Sunday • Customers order Monday & Tuesday • Growers harvest Wednesday • Drop off & pick up Thursday

The Idea’s Spreading • 30 markets processing orders • 10 more getting started • All using locallygrown.net

Easy • No nerds required • Start a market in 15 minutes • For growers large and small • Customers catch on quickly

Flexible • Have one farm or many • Charge memberships or not • Take pre-payments or not • Have one pickup location or many • And so on

Inexpensive • No up-front costs • 3% of sales • Pay as you go • Cheaper than DIY

www.locallygrown.net All photos from growers at athens.locallygrown.net

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LocallyGrown.net Presentation

by Eric Wagoner on Oct 27, 2008

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