--- title: Farm-to-Fridge Is Heating Up description: New developments in the organic industry canonical: https://time.com/3995807/farm-to-fridge-is-heating-up/ author: Siobhan O'Connor article:opinion: false article:content_tier: free article:published_time: 2015-08-13T10:31:31.000Z article:modified_time: 2026-02-22T10:08:39.877Z article:section: Health og:title: Farm-to-Fridge Is Heating Up og:description: New developments in the organic industry og:url: https://time.com/3995807/farm-to-fridge-is-heating-up/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Farm-to-Fridge Is Heating Up twitter:description: New developments in the organic industry twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Farm-to-Fridge Is Heating Up > Sponsored content. 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Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement.  by [Siobhan O'Connor](https://time.com/author/siobhan-oconnor/)  ## Siobhan O'Connor Aug 13, 2015 10:31 AM UTC  by [Siobhan O'Connor](https://time.com/author/siobhan-oconnor/)  ## Siobhan O'Connor Aug 13, 2015 10:31 AM UTC For city dwellers, shopping for the freshest ingredients usually means trekking to a farmers’ market or buying a weekly farm share, which requires signing up in advance and accepting whatever shows up in the harvest. Now a new crop of entrepreneurs is trying to bring the convenience of online shopping to harder-to-get organic and artisanal foods. Less than 2% of sales in the $600 billion annual U.S. grocery market take place online, but that’s growing–fast. “When I started in 2009, people thought I was insane,” says Benzi Ronen, founder and CEO of one such startup, Farmigo. “Now we see massive numbers going into the online food industry.” Here are four companies working on fresher-food delivery. FARMIGO Ronen says Farmigo targets people who want consistent access to fresh, healthy food but may live outside city centers, where local food and artisanal goods can be harder to come by. Available in Northern California, New York and New Jersey (and Seattle in October); Farmigo.com GOOD EGGS The farmers’ market meets online retail in this buzzed-about startup that recently scaled back from four cities to one. (The co-founders said they “made a mistake in expanding as quickly as we did.”) Available in the San Francisco Bay Area; Goodeggs.com FARM TO PEOPLE This father-son operation sources small-batch pantry items, fine organic cheeses, baked goods, gifts, jams, charcuterie and more–and then delivers them to your door. Food can also be sorted by gluten-free and vegan. Available in the 48 contiguous states; Farmtopeople.com INSTACART It’ll do the grocery run for you. Instacart recently partnered with Whole Foods to offer personal shopping and delivery in 16 markets. (There’s a delivery fee for smaller orders.) Some Costcos and Krogers have signed up too. Available in 16 cities; Instacart.com How Farmigo works Farmers tell Farmigo what they have available, which the site then lists in its online shop along with food from local artisans Shoppers collect groceries at the pickup spot, such as a church, school or office, in their area 1 Farmers and foodmakers deliver what’s been ordered to a Farmigo hub 2 Farmigo staff prepare and pack up the orders, then sort them by ZIP code for delivery 3 Small trucks deliver to pickup spots run by a volunteer, who gets a discount on groceries 4 Shoppers sort through the local produce and specialty items for sale ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3995807/farm-to-fridge-is-heating-up/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3995807/farm-to-fridge-is-heating-up/"},"headline":"Farm-to-Fridge Is Heating Up","datePublished":"2015-08-13T10:31:31.000Z","dateModified":"2026-02-22T10:08:39.877Z","description":"New developments in the organic industry","url":"https://time.com/3995807/farm-to-fridge-is-heating-up/","keywords":["food and drink"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Siobhan O'Connor","jobTitle":null,"url":"https://time.com/author/siobhan-oconnor/"}],"articleSection":"Health","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/health/","name":"Health"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/food-and-drink/","name":"food and drink"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3995807/farm-to-fridge-is-heating-up/","name":"Farm-to-Fridge Is Heating Up"}}]}] ```