Athens
Locally
Grown
Eric Wagoner
locallygrown.net
•   A new type of direct
    marketing

•   Not exactly a farmers
    market

•   Not exactly a CSA

•   ...
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

• ...
The Mechanics
        (Customers)
•   Create an account

•   Place orders

•   Pick up and pay for
    orders

•   Repeat ...
The Mechanics
        (The Market)
•   Growers list Friday
    through Sunday

•   Customers order
    Monday & Tuesday

•...
The Idea’s Spreading

•   30 markets
    processing orders

•   10 more getting
    started

•   All using
    locallygrow...
Easy
•   No nerds required

•   Start a market in 15
    minutes

•   For growers large and
    small

•   Customers catch...
Flexible
•   Have one farm or many

•   Charge memberships or
    not

•   Take pre-payments or not

•   Have one pickup l...
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

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Originally created for a two hour talk at the 2008 Financial Permaculture Summit in Hohenwald, TN, these slides outline the history, benefits, and process behind locallygrown.net

Published in: Technology, Business
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Notes
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       Reply 
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  • Excellent. Thanks Eric! I've been raving about this slideshow on my Financial Permaculture Blogs -- Check it out at www.financialpermaculture.org!
       Reply 
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LocallyGrown.net Presentation

  1. 1. Athens Locally Grown Eric Wagoner
  2. 2. locallygrown.net • A new type of direct marketing • Not exactly a farmers market • Not exactly a CSA • Not exactly a buying club
  3. 3. Our Beginnings • Athens, GA • Spring 2002 • 6 growers • Handful of wholesale & retail customers
  4. 4. The Original Idea • Pool our produce • Single point of sale • Focus on chefs
  5. 5. It Didn’t Work • Athens too inexpensive • Farms too small
  6. 6. Change of Focus • Small sales to individuals • A “secondary” farmers market
  7. 7. Accidental Discoveries • Easier • Less risky • Customer preferred
  8. 8. Farmers Market Problems (Grower) • Grueling work • Speculative • High barrier to entry
  9. 9. Farmers Market Problems (Customer) • Must arrive early • Must buy quickly • Not convenient
  10. 10. CSA Problems (Grower) • Daunting planning • Not very flexible
  11. 11. CSA Problems (Customer) • Inflexible • Limited choice • Too much kale
  12. 12. Buying Club Problems • Hard to organize • Local options limited
  13. 13. We Seemed to Solve Those Problems
  14. 14. Athens Locally Grown Now • 60 Growers • 1500 Customers • $10K Weekly Sales
  15. 15. I Wrote Software So The Market Runs Itself
  16. 16. The Mechanics (Growers) • Create an account • Describe the “farm” • List products • Harvest orders • Drop off packaged orders • Profit!
  17. 17. The Mechanics (Customers) • Create an account • Place orders • Pick up and pay for orders • Repeat as desired
  18. 18. The Mechanics (The Market) • Growers list Friday through Sunday • Customers order Monday & Tuesday • Growers harvest Wednesday • Drop off & pick up Thursday
  19. 19. The Idea’s Spreading • 30 markets processing orders • 10 more getting started • All using locallygrown.net
  20. 20. Easy • No nerds required • Start a market in 15 minutes • For growers large and small • Customers catch on quickly
  21. 21. Flexible • Have one farm or many • Charge memberships or not • Take pre-payments or not • Have one pickup location or many • And so on
  22. 22. Inexpensive • No up-front costs • 3% of sales • Pay as you go • Cheaper than DIY
  23. 23. www.locallygrown.net All photos from growers at athens.locallygrown.net

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