One of the country's biggest grocery retailers is headed to the farmers market. Cincinnati-based The Kroger Co., in partnership with Market Wagon, has launched Kroger Farmers Market, a digital farmers market that will bring direct access to more than 1,150 local food products to shoppers in a 60-mile radius across Atlanta, including 28 counties in the Atlanta metropolitan area, Market Wagon said in a June 2 statement.
Developed as an e-commerce marketplace for local farmers and businesses, Market Wagon said customers can choose their preferred delivery day of either Tuesday or Friday.
"The delivery-only service offers over 1,150 local products by grouping local vendors together, including local farmers, bakeries and food artisans. All items found on Kroger Farmers Market are exclusive to the service and cannot yet be found at Kroger stores," Market Wagon said in a statement.
"Kroger's new digital farmers market pilot is part of the evolution of our rapidly growing and innovative e-commerce business," said Felix Turner, corporate affairs manager for Kroger's Atlanta division, in a statement. "This partnership reinforces the importance of buying local to customers, powered by modern, cost-effective and efficient last-mile solutions.”
Transforming the farm-to-table concept into a farm-to-front-door reality, Market Wagon said its mission is to enable food producers to thrive in their local market, and that this partnership is an opportunity for the farmers and food producers it serves in the Atlanta area.
Nick Carter, Market Wagon’s co-founder and CEO, told WGB in an email that "as a farmer myself, I am always looking for ways that we can create the biggest impact for the farmers and food producers we serve." He continued: "I can’t think of a more tangible way of helping those farmers than by partnering with the nation’s largest retail grocer. Together, we can get locally produced food into even more grocery consumers hands, and that’s a major win for local farmers."
Market Wagon said shoppers in the Atlanta area can visit marketwagon.com/kroger to check delivery eligibility and interested sellers can visit the site to apply to sell their products on the digital farmers market.