Kroger expands digital farmers market pilot

Feb 1st, 2023

The pilot allows customers to place orders for a consolidated, scheduled delivery consisting of items from multiple local vendors, leveraging Market Wagon’s supply chain infrastructure. 

The idea for the Kroger tie-up came from one of Market Wagon’s advisors, who had formerly worked at Kroger and suggested the two companies talk about collaborating, Carter said.

The Kroger Farmer Market e-commerce marketplace launched last summer to sell more than 1,150 items from local producers to customers within a 60-mile radius across 28 counties in the Atlanta metropolitan area. That test has shown that loyal Kroger customers are making repeat purchases through the Market Wagon pilot with the grocer, Carter said. [continue reading]