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Can this startup kill off the supermarket?
Fortune, by Beth Kowitt

Original Article

Posted By:Pluperfect, 8/6/2014 8:37:29 AM

Farmigo, a small farm-delivered food service, has an audacious dream: It thinks it can help wipe out the likes of Kroger and Albertsons. Benzi Ronen thinks that the supermarkets’ time is up. And his company is just the thing to speed up its demise. “Our goal is to make the supermarket obsolete from a fresh perspective,” Ronen says. Farmigo, his five-year-old 30-employee startup, sells produce and other products like milk and cheese purchased directly from farmers for 10%-20% less than equivalent grocery store items. He does it by shrinking the supply chain, essentially taking out the middleman. Users place an order online; the

Comments:
Interesting concept, probably popular in targeted areas, but across the nation, no.

      


Post Reply  

Reply 1 - Posted by: gartenfrau, 8/6/2014 8:44:17 AM     (No. 9954995)

Not feasible across the country except for items that are produced year round. We don´t have local grown produce here in MI most of the year so this would mean no fruits or veggies from November through June.

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Reply 2 - Posted by: PChristopher, 8/6/2014 8:49:05 AM     (No. 9955001)

But if it kills off the supermarket where would I go to hear the deli counter lady say "I´m jus´ gettin´ in...ain´t nothin´ ready yet!"...I suppose I could always go to Walmart for the indifferent, non-english speaking African types piling carts or palettes in my way or standing right where I´m trying to get and acting as if I´m not there.

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Reply 3 - Posted by: varkdriver, 8/6/2014 8:49:31 AM     (No. 9955003)

I don´t think so; a supermarket has a lot more to offer than home-delivered fresh locally-grown items.

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Reply 4 - Posted by: tatterdemalion, 8/6/2014 8:52:54 AM     (No. 9955010)

Good idea. Expect the Feds to shut it down. Maybe with armed agents.

This could also be important from a disaster preparedness aspect. It would be good to reduce dependency on huge centralized food purchasing if possible.

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Reply 5 - Posted by: earlybird, 8/6/2014 8:59:13 AM     (No. 9955021)

Very wonky.

I like to pick out my own produce and meat, fish, etc.

And no, it won´t kill off the supermarket. They sell more than produce, milk and cheese.

We use other stores like Trader Joe´s and Sprouts. Some persons need one-stop shopping for all their needs.

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Reply 6 - Posted by: shamus, 8/6/2014 9:06:15 AM     (No. 9955030)

This is a niche market. It may succeed as a business but would be very hard to operate on a large scale.

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Reply 7 - Posted by: janjan, 8/6/2014 9:08:21 AM     (No. 9955032)

He isn´t going to get much market share with $6.50 ´organic´ cantaloupes. No one I know would buy one.

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Reply 8 - Posted by: zzzghy, 8/6/2014 9:14:09 AM     (No. 9955041)

The first time, and likely the last, you´ll ever hear of this.

My bet is on mega-markets becoming even larger and more centralized -- and grubbier -- with "produce and other products like milk and cheese purchased directly from farmers for 10%-20% less than equivalent grocery store items" having little to do with it.

The New America cares little for this type of innovation. It´s far easier to load up papi and los niños and shlep over to WalMart once or twice a week, and this is what is happening.

Everything under one enormous roof, with plenty of it scattered about on the floor for your convenience.


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Reply 9 - Posted by: whyyeseyec, 8/6/2014 9:47:31 AM     (No. 9955088)

I don´t want my supermarket knowing where I live.

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Reply 10 - Posted by: sw penn, 8/6/2014 9:54:09 AM     (No. 9955096)

Diversity.

Food sourced from many places is safer.

One salmonella outbreak
and everything these people have
will belong to some lawyers
second ex-wife.

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Reply 11 - Posted by: Keekng, 8/6/2014 9:58:35 AM     (No. 9955103)

#2´s rant indicates the person has never shopped at WalMart, has no concept of how WalMart does business and is most likely a supporter of labor unions.
Walmart and stores like it provide a wonderful opportunity and service to those non-metro commoners who cannot afford $6.50 organic cantalopes. Yesterday I bought USA grown cantalope at WalMart for one dollar a piece, it is delicious.

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Reply 12 - Posted by: RancherJack, 8/6/2014 10:29:52 AM     (No. 9955154)

Urban-centric-think.

Pretty dumb for a bunch of supposedly bright people

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Reply 13 - Posted by: civilservant, 8/6/2014 10:46:15 AM     (No. 9955192)

#11, I won´t totally defend #2, but come to my local WalMart-everything he says is there- and the local WalMart I rarely go to?
Princeton, NJ. One of America´s HIGHEST income locales.
STILL Wal Mart is full of trash-human and otherwise.

Sorry but all of them aren´t as nice as yours.

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Reply 14 - Posted by: nycvoter, 8/6/2014 11:21:32 AM     (No. 9955251)

The prices are ridiculous. I don´t think there are enough rich people to buy from them. Supermarkets aren´t going anywhere...farmigo on the other hand.

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Reply 15 - Posted by: Edgelady, 8/6/2014 12:43:57 PM     (No. 9955423)

I love the idea -- I can see where it would work in smaller or rural communities. I´ve started growing my own tomatoes and a few other things (I work far from home, so critters eat some) but the difference between home grown tomatoes and those at the market is amazing. I haven´t started canning as yet, but I have started making tomato sauce and freezing it. I´ve done the same with fresh basil and cilantro (freeze in water in ice cube tray, put in baggie in freezer). My own fresh herbs make such a difference. Once I retire I´ll expand the garden - and even try making wine with local wild grapes!

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Reply 16 - Posted by: Keekng, 8/6/2014 7:56:46 PM     (No. 9956001)

#13, I live in the South where employees and companies take pride in their stores. I have empathy for those who do not enjoy the service and product we enjoy at WalMart.
Apparently it is a regional problem as opposed to an ethnic or company problem.

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