Kroger goes live with online farmers market

The Kroger Co. is bringing the farmers market online for selected consumers in Georgia.

The nation’s largest supermarket company has launched a digital farmers market in Atlanta in partnership with Market Wagon, an Indianapolis-based enabler of online farmers markets in the producer-direct food channel. Market Wagon said the Kroger online farmers market, which went live on Thursday, serves customers within a 60-mile radius that covers 28 counties in the Atlanta metropolitan area.

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

All of the products on the farmers e-marketplace are exclusive to the service and aren’t yet offered at Kroger stores, according to Market Wagon.

Accessed at marketwagon.com/kroger, the digital Kroger Farmers Market offers an assortment of more than 1,150 products from local producers, across categories from fresh fruit and vegetables, meat, dairy and eggs, and baked goods to prepared foods, pantry items and nonfoods. All items found on the e-marketplace are exclusive to the service and aren’t yet found at Kroger stores, Market Wagon said. Customers can pick a preferred delivery day of either Tuesday or Friday.

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Shoppers in the Atlanta area can check delivery availability at marketwagon.com/kroger. At the website, sellers also can learn more about the Kroger online farmers market and apply to sell their products there.

Market Wagon noted that its digital marketplace solution groups local vendors — including farmers, bakeries and food artisans — into one online shopping destination.

“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,” commented Nick Carter, co-founder and CEO of Market Wagon. “This partnership is a tremendous opportunity for the farmers and food producers we serve in the Atlanta area.”

Overall, Kroger operates approximately 130 stores in the Atlanta metro area.