How to get groceries delivered straight from the farm to your house
Find out what happened when our Brooklyn-based reporter ordered from the popular online farmers market Farmigo.
Ever heard of the farm-to-fridge movement? It's based around the idea that it would be awesome if we could get farms to deliver their food to us directly, without the grocery store middle man and without having to leave the city or suburbs.
Farmigo, a new startup, offers a digital approach to the farmers market. According to its website, the food includes "no extra ingredients, secret processing, or GMOs" and is grown sustainably in local farms. You just go online and select whatever produce and other food items your heart desires. The Farmigo team acquires it all for you and delivers it to a pickup location in your area.
The company was founded back in 2009 by two Israeli entrepreneurs who conceived the idea while living on a farm. Research and development continues at the company's Israel office. The service, which has been expanding in many places, is already available in the U.S. in New York, New Jersey, California and Washington.
Being a Brooklyn-dweller, I was excited to try it out. Ordering online was fun: the site offered a lot of fruits, veggies, dairy, eggs, meat, seafood, breads and snacks. But not so much stuff to the point where it was overwhelming; it was more like a farmers market than a grocery store. After I placed my order, the website said I could pick up my groceries in three days.
Luckily, my pickup location was only a 15-minute walk from my apartment. I arrived at the address of my new grocery store, which looked a lot like an unmarked building in an industrial neighborhood. The inside was a yoga studio. A soft-spoken young man greeted me. He looked confused.
"I'm supposed to pick up groceries here?" I said, suddenly wondering if I got the time mixed up or the address wrong or if Farmigo was just a dream I had.
He seemed to know what I was talking about, though, and retrieved a few grocery bags for me. I got a whole bunch of stuff: beets, carrots, hummus, tomato sauce and dairy-free cheese. It was all quite tasty; the tomato sauce was made from real tomatoes, not paste, and the carrots seemed fresher than usual.
Overall, I was pretty happy with the experience. I never thought I'd be able to get food directly from a farm in New York City, at least without schlepping nearly an hour to a farmers market. It cost more than grocery store food, but that's kind of the deal with fresh, organic, local food. Plus, that yoga studio had a lot of cool programs going on; I might be back for some non-food-related reasons one of these days.
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