Amazon is testing farmers market produce delivery in Southern California. The premise behind its new Farmers Market Direct program, in partnership with the farmers market home delivery service Fresh Nation, is to give customers who can’t make it to the weekly farmers market access to high-quality, locally grown produce.
Fresh Nation now delivers through Amazon in Los Angeles, Orange and San Diego counties, according to the Los Angeles Times.
Customers can choose from a small or large selection of fruits, vegetables or a mix of the two. Small baskets are $39 and large baskets are $59, with delivery included.
While delivery isn’t immediate, the process does provide convenience for the busy consumer. An email will be sent to the consumer the day before delivery with a three-hour delivery window, according to the service page.
In the article by the Los Angeles Times, Fresh Nation founder Tony Lee states that the decision to partner with Amazon was natural since they already deliver fresh food to so many people across the U.S. The company created a farmers market database and ran tests in Southern California and the East Coast before going to Amazon.
Fresh Nation currently employs personal food shoppers to select the best food in each market they attend to fill consumer’s orders. A similar approach is being taken by the Fresh Market Direct program.
If successful, the trial program could be expanded nationally in the near future, the Los Angeles Times reports.
Mackenzie Mennucci, Content Specialist & Social Community Manager