Organic Express

You’ve heard of Community Supported Agriculture with consumers fronting cash to a  local farmer at the beginning of the production season in exchange a for weekly pickup of fresh , sometimes even organically grown produce.  The next step in tailored produce marketing, developed by Paul Johnson, founder of Organic Express, features home delivery of boxed organic produce averaging  $25-$35/box but ranging up to $100/box, ordered via an internet account and paid by credit card.

The full produce inventory lists 50-70 items and customers can order a la carte or take the standard seasonal mix based on seasonality and availability of produce. Based in San  Francisco  but now expanding to Los Angeles with a total of 5,000 customers in both cities, Organic Express has successfully exploited a market niche, using internet/credit card ordering systems, the growing interest in organic food, and the kind of personalized delivery service reminiscent of big city grocers in the first half of the twentieth century.  But who’s at home to accept deliveries?

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