SAN FRANCISCO — Any fan of tomatoes knows that buying them at farmers' markets is expensive, yet the alternative of buying affordable, bland tomatoes at supermarkets is entirely unattractive.
The same dynamic, of course, goes for just about any type of fresh food, be it meat, fish, or other vegetables. And while there are a growing number of companies that deliver fresh produce to people's homes, consumers have very little control over what they get when they buy in to such systems.
Now, a Palo Alto, Calif., startup called Farmigo is throwing its hat into the ring, hoping to help consumers get the best, freshest local produce, at supermarket prices. It's an ambitious idea that aims to cut large factories and big-box distribution systems out of the equation, and if it scales, it could be the key to large numbers of people getting the kinds of fresh meat and vegetables they want.
The system works by essentially directly linking together farmers and consumers, though not on a one-to-one basis. Instead, Farmigo has created a system in which farmers deliver their goods to centralized locations. Buyers pick up their produce at those locations.
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