1. Jen Barnett
Ignite Birmingham
12/06/11

2. What, Why, Where, How
• What Freshfully is
• Why we created it
• Where we are now
• How we created it

3. Freshfully is an online marketplace for
local food
• Like Etsy or eBay for local food
• Farms and local food producers list products
• Consumers can learn about local food and where to find it
• Consumers can buy online
what is freshfully?

4. Three Main Components
• Directory listings of businesses
• Blog articles
• Products for sale
what is freshfully?

5. Any source for local food can be listed
• Farm
• Food producer
• Farmers’ Market
• Food Co-Op
• CSA
• Restaurant that
serves local food
what is freshfully?

6. Our locavore blogs about local food
• “What’s a CSA?”
• Alabama wines
• Local turkey
farming
what is freshfully?

7. Farms & producers can sell at retail prices
• Products listed by
category
• Farmers choose
pickup or delivery
options
what is freshfully?

8. At the heart of the site, our brand values
• Fresh, local food is
for everyone
• Our site needs to
be easy to use for
consumers and
farmers
• We want to make
eating local food
as convenient as
buying fast food
what is freshfully?

9. Local food “movement” growing for
different reasons
• To keep money in the local economy
• To eat food that’s made using certain practices: e.g. non-GMO, unprocessed,
organic, all-natural, free-range, grass-fed, allergen-free
• To limit the amount of fuel and other resources needed to transport food long
distances
• Because it’s delicious!
why did we create freshfully?

10. We wanted local food but couldn’t find it
• Oldie-old sites that were impossible to use
• Government sites that used farming jargon and didn’t have product for sale
• Cool techie sites that didn’t have any farms or products listed
why did we create freshfully?

11. Farms making a pittance
• 16 or 17 cents of every dollar of food we consume
• Government legislation favoring commercial farms
• Inability to pay living wages
• No way to connect directly to consumers
why did we create freshfully?

12. By automating everything BUT the food,
we could give more back to farmers
• Most to farmers
• Some for us
• A little for charities that provide fresh food
for area schoolchildren
why did we create freshfully?

13. Our mission:
• Our goal is to encourage people to eat more local food by introducing them to the
people who grow and sell it. We also want to remove some of the obstacles
people have to eating local food, like finding it, affording it, or knowing how to
cook it.
why did we create freshfully?

14. Today: Freshfully is live
• 8 farmers
• 50 products, including all-natural
Angus beef and weekly veggie boxes
• 300 listings
• 10 articles
• Sales of 45x initial projections
where is freshfully now?

15. We’d love your help to keep growing
• Sign up for our newsletter
• Try our fresh veggie box, all-natural
meat raised without hormones,
antiobiotics, or steroids, or Belle
Chevre cheesecakes
• Share us on Twitter or Facebook
• Tell a friend
• Email us with your suggestions for
making Freshfully better
– jen@freshfully.com
– sam@freshfully.com
where is freshfully now?

16. The short story: incubate(bang!) challenge
• Local new business challenge sponsored by Bill Smith, Josh Adams, and Laird Foret
• Included seed money, office space, and programming time
• We entered our business plan
how did we create freshfully?

17. The back story: Part 1
• I gave a goofy talk on memes at Ignite 4
• Shaun Chavis, Wade Kwon, and Michael Nolan spoke on meaningful food issues
• I was encouraged that Birmingham could be the home of a local food site
how did we create freshfully?

18. The back story: Part 2
• Henry tweeted about the incubate(bang!) competition
how did we create freshfully?

19. Therefore….
• Without Henry, there would be no Freshfully
how did we create freshfully?

20. Thank you!
• Freshfully.com
• Facebook.com/freshfully
• Twitter.com/freshfully
• jen@freshfully.com
• sam@freshfully.com
thank you :)