2 Ideas for Improving the Distribution of Fresh, Local Food

When it comes to food, the buzzwords “fresh” and “local” dominate. About three-fourths of Americans, according to Gallup, actively try to consume more local foods.    

Yet at grocery stores across the United States, little of the food is fresh or local. A majority of produce is imported from foreign countries. “Next time you’re in the grocery store, pick up those products and take a look,” says Matthew Tortora, founder of WhatsGood. “The organic tomatoes that you’re finding in your grocery store, I could almost guarantee you are either coming from Mexico, Canada, or if not, at best coming from California.”

WhatsGood, which has raised nearly $7m in funding, matches food producers with nearby restaurants and institutions. It also recently began a delivery service of a la carte farm-fresh goods to consumers.