Kroger Partners with Market Wagon to Launch an Online Farmer's Market
Niko Pajkovic — June 3, 2022 — Business
References: kroger & supermarketnews
The Kroger Company has announced that it is launching its own digital farmer's market in Atlanta. The innovative new platform has been developed in collaboration with Market Wagon, an Indianapolis-based company that facilitates online farmers markets and direct-to-consumer food sales.
According to the company, the new platform will deliver to customers within a 60-mile radius -- this covers most shoppers in Atlanta as the radius spans 28 different counties. Overall, the innovative new platform represents Kroger's commitment to embracing new digital-focused initiatives.
This partnership reinforces the importance of buying local to customers, powered by modern, cost-effective and efficient last-mile solutions. We’re excited to launch this service in partnership with Market Wagon across Atlanta," said Felix Turner, corporate affairs manager for Kroger’s Atlanta division.
Image Credit: Kroger
According to the company, the new platform will deliver to customers within a 60-mile radius -- this covers most shoppers in Atlanta as the radius spans 28 different counties. Overall, the innovative new platform represents Kroger's commitment to embracing new digital-focused initiatives.
This partnership reinforces the importance of buying local to customers, powered by modern, cost-effective and efficient last-mile solutions. We’re excited to launch this service in partnership with Market Wagon across Atlanta," said Felix Turner, corporate affairs manager for Kroger’s Atlanta division.
Image Credit: Kroger
Trend Themes
1. Digital Farmers Markets - The rise of digital farmers markets and the ability to deliver fresh, locally sourced food directly to consumers presents an opportunity for new marketplaces and last-mile delivery solutions.
2. Online Direct-to-consumer Food Sales - The trend towards online direct-to-consumer food sales is disrupting traditional grocery shopping and opening up new revenue streams for retailers and food producers.
3. Partnerships Between Retailers and Online Platforms - Collaborations between retailers like Kroger and online platforms such as Market Wagon are creating innovative last-mile delivery solutions and improving access to fresh, local food for consumers.
Industry Implications
1. Retail - The rise of digital farmers markets and online direct-to-consumer food sales is disrupting the traditional retail model and prompting retailers to adapt to new business models.
2. Food and Agriculture - The trend towards online direct-to-consumer food sales and digital farmers markets is disrupting traditional food and agriculture practices and creating new market opportunities for local farmers and smaller food producers.
3. Logistics and Delivery - Partnerships between retailers and online platforms are creating new opportunities for logistics and delivery companies to develop cost-effective and efficient last-mile delivery solutions for fresh, locally sourced food.
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