FarmersWeb

FarmersWeb operates as a business-to-business online marketplace and farm management software provider, specifically designed to connect local farms and producers with wholesale buyers. Founded in 2011 by Jennifer Goggin, Carlos Morganti, and Aaron Grosbard, the New York-based company was established to streamline the process of getting local farm products to market. Goggin, who previously worked in finance, was inspired to enter the food industry after observing inefficiencies in the distribution of sustainably-grown food. Her journey included hands-on experience as a WWOOFer in Italy and working with a farm-to-chef distributor, which highlighted the administrative burdens faced by farmers. This firsthand knowledge directly informed the creation of FarmersWeb as a tool to bypass traditional distribution models.

The company's core offering is a software-as-a-service (SaaS) platform that equips family farms and cooperatives with tools to manage their business operations more effectively. The software allows farmers to update buyers on product availability in real-time, handle online orders, manage various payment forms, send invoices, and coordinate deliveries and pickups. By centralizing these tasks, FarmersWeb aims to reduce administrative workload, save time, and enable farms to expand their customer base, which includes chefs, restaurants, schools, and retail stores. The platform features a discovery interface based on geographic availability and supports complex logistics, including date-specific fulfillment and reporting. The business generates revenue through a subscription model, with pricing reported at $109 per month.

In a significant milestone, FarmersWeb was acquired by Full Harvest, a San Francisco-based B2B marketplace for surplus and imperfect produce, on November 29, 2022. The acquisition was a strategic move for Full Harvest to integrate FarmersWeb's proven software capabilities—such as inventory management, order processing, and payments—into its own platform. This integration aims to accelerate the development of features for both suppliers and buyers, ultimately creating a more efficient and sustainable produce supply chain and helping to reduce on-farm food loss. At the time of the acquisition, David Ross was the CEO of FarmersWeb and expressed that Full Harvest's mission aligned with their goal of building a more sustainable supply chain.

Keywords: farm management software, B2B food marketplace, local food sourcing, wholesale produce, agtech, supply chain logistics, inventory management for farms, online ordering platform, farm-to-chef, food distribution technology, sustainable agriculture, SaaS for agriculture, farm sales software, food systems, Jennifer Goggin, Full Harvest, wholesale food buyers, reducing food waste, farm operations, agricultural software