5 years of dedicated attempts to connect organic farmers to consumers – Farm2Kitchen’s story
Farm2Kitchen’s journey Farm2Kitchen began from a personal need and has gone on to explore the subtleties in the business of organic food. “Over the years, we studied Indian consumers’ behaviour and worked on a strategy that has been a good one so far,” says Seema. Farm2Kitchen offers all organic products—grocery and lifestyle products like organic clothing or cosmetics—through an omni-channel retailing model. The company works with small organic farmers and connects them to consumers in cities.
As a model in tech, they are no different from the BigBaskets of India and the larger player may very well provide organic foods as well, but Farm2Kitchen has been a built on a niche of everything within organic. This has led to a few experiments to spread awareness. “Unless the consumers are connected to ground reality, he/she is not going to consume organic products,” says Anand Readmore.