Kroger Launches Online Farmers Market

The Kroger Co. is bringing the Farmers Market online for select consumers in Georgia.

The nation’s largest supermarket company has launched a digital farmer’s market in Atlanta in partnership with market cart, an Indianapolis-based online farmers market facilitator in the direct-to-farm food channel. Market Wagon said Kroger’s online farmer’s market, which went live Thursday, serves customers within a 60-mile radius that covers 28 counties in the Atlanta metro area.

“Kroger’s new Digital Farm Marketplace pilot is part of the evolution of our fast-growing and innovative e-commerce business,” Felix Turner, director of general affairs for Kroger’s Atlanta division, said in a statement. “This partnership reinforces the importance of buying local for customers, powered by modern, cost-effective and efficient last mile solutions. We are excited to launch this service in partnership with Market Wagon in Atlanta.

market cart

All products on the online Farmers Market are exclusive to the service and are not yet available in Kroger stores, according to Market Wagon.

Consulted at marketwagon.com/kroger, the digital Kroger Farmers Market offers an assortment of more than 1,150 products from local growers, in categories ranging from fresh fruits and vegetables, meat, dairy and eggs, baked goods to prepared foods, pantry and non-food items. All items found in the online marketplace are exclusive to the service and not yet found in Kroger stores, Market Wagon said. Customers can choose a preferred delivery day, either Tuesday or Friday.

Atlanta area shoppers can check delivery availability at marketwagon.com/kroger. On the website, sellers can also learn more about Kroger’s online farmers’ market and apply to sell their produce there.

Market Wagon noted that its digital marketplace solution brings together 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’m thrilled to partner with Kroger to make it happen 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.

James V. Payne