This post is pretty local to Toronto so I apologize to anyone reading elsewhere, but I received an email last week telling me about FoodStory, a new food delivery service that allows people who want to eat locally in Toronto, but are too busy to make it to the farmers’ market each week, to purchase their fresh fruits and vegetables (meat and dairy are coming in the next few weeks) online. The fruits and vegetables are delivered straight from the farmers’ market to your front door.
So far, FoodStory has been joined by the Leslieville Farmers’ Market, the SickKids Farmers’ Market and the Regent Park Farmers’ Market, but the company hopes to one day work with every farmers’ market in the city.
I think this is an excellent idea especially if you don't have time to get out to the various markets. Weekdays are usually out of the question for me to get out and weekends are typically packed with other activities to make it out to the local markets.
Even though I was sold on the idea, mainly because of this cute video, I still wanted to know how this was any different from getting a typically fruit and veggie box.
My contact Damian had the answer: "We source directly from the farmers' market. Along with the small profiles we will have on the ordering page, we are currently building more in depth profiles of each farmer/vendor/producer at the market (which you will soon be able to refer to on our site) so you know exactly who and where your food is coming from.
"Also, because we source from the markets, we are not mostly local (typically veggie boxes turn to food from other countries in the off-seasons), but rather entirely local. The food is also as fresh as it possibly could be. We don't keep an inventory, so the food we deliver comes directly from the market. It literally couldn't be fresher.
"Lastly, and most importantly for our consumers is the level of customization you receive. Firstly, we will not charge you to customize your box. We will suggest a box for you at the beginning of the week with what is seasonal, but you then have the ability to pick and choose from the wide array of selection at a market. Assume only 10 vendors attend a market, and each brings only five products, you then have the option to choose from 50 different products. Because we don't keep inventory, we can advertise everything from the market for sale."
FoodStory started delivering this past weekend so they're up and ready to go. Check out the Website and let me know what you think of the idea. As an added bonus, the organization is offering a free delivery with your first order. Just plug in LEALOU to your order when you check out.
It's a good idea they have to customize the boxes at no additional charge. I know of a few people who've stopped their produce box deliveries with other companies because they were getting too much lettuce, or squash, etc that they weren't using. Great business idea!
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