Kroger, Market Wagon partner for digital farmers’ market

A person hands a Market Wagon bag to another person.

Written by James Shea

The Kroger Co. is working with Market Wagon to start a digital farmers’ market in Atlanta.

The delivery-only service offers over 1,150 local products. It groups local vendors together including local farmers, bakeries and food artisans. All items found on Kroger Farmers Market are exclusive to the service and cannot be found at Kroger stores.

“Kroger’s new digital farmers’ market pilot is part of the evolution of our rapidly growing and innovative e-commerce business,” said Felix Turner, Kroger’s corporate affairs manager for the Atlanta Division. “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.”

The partnership will service a 60-mile radius across Atlanta that includes 28 counties in the Atlanta metropolitan area. Customers can choose their preferred delivery day of either Tuesday or Friday.

“Our mission is to enable food producers to thrive in their local market, and I am excited to partner with Kroger to carry it out together,” Market Wagon co-founder and CEO Nick Carter said. “This partnership is a tremendous opportunity for the farmers and food producers we serve in the Atlanta area.”

Market Wagon works with 2,500 local farmers and food artisans across the country and provides last-mile delivery. It is now available in more than 30 markets across Alabama, Arkansas, Georgia, Illinois, Indiana, Kansas, Kentucky, Maryland, Michigan, Minnesota, Mississippi, Missouri, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, West Virginia and Wisconsin.

Digital farmers’ markets are a trend in the grocery space. Giant Food started one in the Washington, D.C. area, allowing customers to get a box of local food each week. The Kroger online farmers market is expected to debut sometime in June.

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