Farmigo Launches Avon for Food

Over the past five years, I have had the opportunity to work with large scale and artisanal food producers. Through these interactions, I realized that the global food supply chain is in trouble. There are numerous points throughout the supply chain that are unsustainable. If we want to fix these issues, we need to approach the problems with a mission driven perspective.

Farmigo, is one comapany tackling these issues through digital technology.  The company connects consumers with local food producers through an online marketplace. Specifically, Farmigo allows consumers to shop from farmers online through community supported agriculture (CSA) programs listed in its marketplace. Farmigo is an example of a company taking a sustainable approach to redefining the supply chain.

Recently, the company launched a digital platform that resembles “Avon for Food.” Sales representatives, what Farmigo terms Champions, must sign up 20 new members. The Champions customize the online marketplace, similar to Avon’s brochure, and then offer the marketplace to its community of members. The Champions are supported by an online management system, local press and marketing tools. Farmigo believes that it can create a more efficient distribution system for local and sustainable farmers by enabling Champions to build food communities. Interestingly, the company recently hired Avon’s former executive director of sales and marketing integration to grow the program (Gould, Food and Tech Connect). Armed with this model, strong technology and an experienced team, Farmigo may be on its way to helping create a more sustainable food system.