RI-Based 'Virtual Farmers' Market' Flourishes During Pandemic

PROVIDENCE, RI — The coronavirus pandemic has brought a lot of uncertainty and sudden changes to all Rhode Islanders, especially when it comes to food. Restaurants were forced to pivot to takeout only in a matter of days, residents were asked to shop as infrequently as possible and many found grocery store shelves bare when they did venture out. The sudden food system shift meant a lot more consumers were looking to have groceries delivered to their door, and were more interested in supporting the local economy while eating the healthiest, freshest food they could. Enter WhatsGood.

WhatsGood is a Rhode Island-based company trying to bridge the gap between local producers and consumers, creating a virtual, 24-hour farmer's market through its app. Shoppers select the local produce, meat, poultry, fish and more they want, then pick it up or have it delivered on a designated day.

Matt Tortora, the cofounder and CEO, said that the company, which was doing well before shelter-in-place orders hit, saw demand grow "a couple thousand percent" once the pandemic started.

"It's really been an interesting experience," Tortora said of the past six months. "There's a clear indication that people are choosing to spend their food dollars on food that's source identifiable and locally grown."

From February to August, the company reported approximately a 50-fold increase in sales. In May, there was a major spike, which was around the time many supermarkets were running out of meat and other necessary items due to interruptions in the food supply chain.

Unlike the large chains, WhatsGood was able to stay nimble throughout the increased demand and larger, panic-buying orders by working closely with suppliers across Rhode Island, never once fully running out of a product.

Read more: Local Company Seeks to Bridge The Farmer's Market Gap

From the start, WhatsGood focused on creating resiliency in the local food economy, Tortora explained, which helped ensure there was enough supply to meet the demand. For example, by having more than one farm that supplies eggs involved, a sharp increase in orders can be spread out across several suppliers, rather than overly burdening just one or two. The timing of the pandemic also helped in a way, he said, since it hit just before the spring growing season really got underway. Farmers could plan ahead and adjust their yield to ensure enough supply throughout the coming months.

"Things would look a lot different if the shelter-in-place order were first put in place now, in September," he said.

Lastly, several farmers were eager to join the program to help adjust their business model, especially those who focus on the wholesale restaurant sector. Overnight, these suppliers lost all of their business when restaurants shut down, leaving them scrambling to avoid food waste and find a new source of income.

"[WhatsGood] has been a win for farmers for the most part," Tortora said, adding that the centralized online market often generates more sales volume than going to several farmer's markets in person during the week.

Supporting local restaurants

Along with helping local farms stay afloat, the company wanted to do what it could to support struggling restaurants, launching a partnership in the midst of the pandemic that allowed Rhode Islanders to enjoy their favorite restaurant classics at home.

Part takeout, part meal kit delivery, the new service allows customers to preorder meals from a variety of restaurants, which are chilled and ready to heat.

"When you order takeout from a restaurant, it's never as good by the time you get it home, Tortora said. "The calamari's never as crispy, everything's a little soggy: this helps address that."

Customers place their order ahead of time, giving the restaurant a day or two to prep the meal, which all come with instructions for reheating, and send them out for delivery. This model has two-fold benefits for restaurants, as well, Tortora said, because it provides an additional income stream without adding to the burden on the reduced kitchen staff during peak lunch or dinner rush hours, which can be the case with other delivery services such as GrubHub or Seamless.

The company plans to add an additional delivery day just for restaurant meals in the near future.

Safety and sustainability

From the start, WhatsGood has been dedicated to reducing waste wherever possible, having drivers collect their signature orange insulated totes, ice packs, egg cartons and more for reuse. To address safety concerns for both customers and employees during the pandemic, the company has been forced to pivot to more single-use items in previous months. For now, orders are packaged in paper bags instead of the orange bags, and, at this time, egg cartons and ice packs cannot be returned since there isn't a reliable way to sanitize them. Any items that are returned are bagged in the driver's trunk and handled with gloves.

"We're trying to think logically about what can we do, what should we do, what's safe," Tortora said.

Issues with sustainability caused by the pandemic are not unique to WhatsGood. From package-free bulk bins going away, to Starbucks canceling its cup refill program until further notice, cutting down on single-use plastics has never been harder.

"Right now, I'd say easily we're back five to 10 years," Tortora said of the low-waste movement. "We've had to make some sacrifices for safety."

Staff is "trained and retrained" to ensure safety in deliveries, he said, and mask- and glove-wearing protocols are strictly enforced for drivers.

"I think it's the safest, best way to get groceries," Tortora said.

What's next

WhatsGood currently partners with 65 farmers' market associations and 400 local suppliers in cities across 15 states. In the coming months, the company plans to launch home delivery in about four markets that currently only offer pickup, helping to fill the gap for suppliers as indoor winter markets are canceled due to safety concerns. The company also hopes to launch restaurant meal delivery in the Boston area.

To those still unconvinced about supporting their local food system, Tortora said now is a great time to think about the impact they can have on their community, especially as businesses continue to suffer with no end to the pandemic in sight.

"There's never been a more important time to consider where food's coming from and how to support local suppliers: both farmers and restaurants," he said. "At the end of the day, WhatsGood is a medium for that."