Atlanta Entrepreneur Helps Local Farmers Connect Directly with Buyers

| 7/19/2017 12:03:00 PM

Musings From a Small Grower in GeorgiaThe idea of raising crops and animals naturally or with minimal intrusion is very popular now, but could a non-farming business dedicated to helping farmers better sell their products effectively operate on the same principle?

Matt Granados, founder and CEO of Local Vendors Coalition, based in Atlanta, Georgia, certainly believes so.

LVC is not another online farmers market where the food is collected from various farms by one source then sold to customers directly. Nor is it a Community Supported Agriculture program (CSA) where consumers pay a flat fee for a regular allotment of in-season produce. So, what is it then?   

“It places farmers in direct contact with the vendors who want their products the most,” explains Granados.  “It is a one-step process that before the two groups were having such a difficult time coming together.

“We are paying the community to do it,” says Granados. “We were not going to bring in salespeople. Then, it would not be organic. The farmers and the community create the market.

“When I first started, I thought that the problem was in pricing, then I thought that it was logistical … getting the product to those who wanted to buy it. Then I realized it was about communication.  Both groups really wanted to work together, but there was an informational gap.”