With Winter Around the Corner, “Online Farmers Market” Comes to Bloomington
Indianapolis, IN – November 29, 2017 – Starting December 1, shoppers will have a new way to order from their favorite local farms and artisanal food vendors. Market Wagon LLC, an Indiana-based company, will begin offering delivery in Monroe County. The announcement comes as Bloomington’s popular summer farmers market has closed for the season.
Market Wagon brands itself as an “online farmers market” that delivers. Customers browse products on their computer or smartphone throughout the week and place an order from multiple local vendors with one single checkout. Orders are delivered each Thursday afternoon both to homes and to local businesses that serve as pickup points. The service makes shopping for local food easier for Monroe County residents who cannot travel weekly to a physical farmers market.
According to Market Wagon co-founder Dan Brunner, “Market Wagon’s mission is to enable food producers to thrive in their local and regional markets.” The company accomplishes that mission, Brunner says, by “providing exceptional choice and service to their nearby customers who will know exactly where their food comes from. Our online store contains the sorts of things you’d expect to find at a physical farmers market – local farm-fresh eggs, dairy, meat, produce, baked goods – and more.” The products come from over 100 farms and artisans around Central Indiana, including some familiar names from the immediate Monroe County area such as Primally Inspired Eats, Sycamore Run Farm, and Good Life Farms.
“This business is all about giving consumers more ways and more access to buy local – and just as importantly, giving local farmers and food producers more ways to reach them,” said Nick Carter, CEO and co-founder of Market Wagon. According to a recent survey of Indiana consumers, over 44% of consumers have already begun ordering groceries online. “By bringing the same products you’d expect at a local farmers market into an online shop, we are increasing the market for local farms and artisans, and ultimately it’s those vendors that win.” Carter, born and raised on a small Indiana farm, is passionate about the company’s mission.
There are over 1,000 products to choose from in the online market already, with more Monroe County vendors loading new products every day. Both shopping and vending require no upfront fees or long-term subscriptions. Interested food producers should visit MarketWagon.com to inquire about becoming a vendor.
The first delivery date for Monroe County will be Thursday, December 7th, 2017, with an order cutoff date of Tuesday, December 5th.
Market Wagon also operates local food networks in Indianapolis, Evansville, and La Porte. To learn more about Market Wagon LLC, visit their website at www.marketwagon.com or call Nick Carter at 317-401-9338.
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Residents Can Now Buy from Local Farms and Artisans Online, Pickup at Titus Locations
Lebanon, Ind., November 1, 2017 – As farmers markets wind down for the season, people who live and work in Westfield or Lebanon will have more ways to order from their favorite local farms and artisan vendors. Market Wagon, an Indianapolis-based startup, has partnered with Titus Bakery to bring a virtual farmers market to the community.
The online farmers market experience allows customers to browse products on their computer or smartphone throughout the week, place an order from multiple vendors with one single checkout, and pick up their pre-packed order at the Titus Bakery locations on Thursday afternoons.
“We are very excited to be able to offer this to our community,” said Terry Rake, Owner of Titus Bakery. “We’ve always believed in supporting local vendors. We believe this online farmers market will be another great way for our neighbors who want to know where their food comes from.”
“This business is all about giving consumers more ways and more access to buy local,” said Nick Carter, co-founder and CEO, Market Wagon. “By creating a virtual farmers market that’s convenient for busy professionals and families, we are increasing the consumer reach for local farms and artisans. Ultimately, everyone, consumers, local farms and artisans all win.”
Carter launched Market Wagon in 2016 with the mission of “creating endless markets for local food.” More than 90 vendors and 1,000 products are available through the virtual farmers market already, with more joining each week.
Under the partnership with Titus Bakery, the first market day pick up will be Thursday, November 9th. Anyone wishing to order through for pickup must have orders placed online by midnight Tuesday, November 7th at http://indianapolis.MarketWagon.com
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Here’s a fun fact: "eggs" is the most commonly searched term on MarketWagon.com by an astounding margin. More people search for “eggs” than the next three highest searches combined. It makes sense, because everyone knows at least one friend who is a bit of an egg snob—only the farm-fresh eggs will do. And everyone seems to have their own “hook up,” too.
Think the egg craze is just plain crazy? Think again.
To the average person, the qualities that are often touted seem superficial. Why do I care if there is an orange yolk or pale yellow one? What do brown shells have to do with quality?
Behind these superficial qualities lie appreciable benefits to one’s diet. That bright orange color is a manifestation of the increased vitamin and mineral content. Heather Karsten, associate professor of crop production ecology at Penn State University conducted a study and reported, "Compared to eggs of the commercial hens, eggs from pastured hens eggs had twice as much vitamin E and long-chain omega-3 fats.” She went on to explain the science behind these differences saying, “fat-soluble vitamins, including A and E, and the unsaturated fats, linoleic and linolenic acids, are egg responsive, and that hen diet has a marked influence on the egg concentration.”
In layman’s terms, that means hens raised on a forage diet—often called “pasture-raised” hens, which is categorically different and not to be confused with mere “free range” hens—will have appreciably better-tasting eggs, visibly marked by orange yolks, and they’re better for you, too.
But what about that brown shell?
Unlike the yolk, which you must break the egg to see, the shell color is an easier indicator of an egg’s provenance. But it only indicates what breed of chicken laid the egg, nothing else about the egg’s nutrition or taste.
However, there is one breed of hen that commercial farms have turned to for producing eggs in massive quantities under confined conditions using a pure grain diet—the Leghorn hen. And the Leghorn hen lays a white egg.
Smaller farms selling their eggs in the local markets must turn to other breeds of hens—often called “heritage” breeds because they pre-date the industrialized era of agriculture—which retain the instincts to forage for insects, seeds, and even grasses. Many of these heritage breed chickens, such as the Rhode Island Red, are also well suited for outdoor living with longer legs for running in grass, denser feathers for cold nights, and the ability to lift off the ground for short distances to avoid predators.
It’s these heritage breeds that lay brown eggs, and even sometimes hues of green and pink.
Tapping into the superficial perception that brown eggs are healthier, some commercial growers have put brown-laying eggs into their confinement barns, and you can now find brown eggs at the supermarket. But remember, it’s not the shell that makes the egg better, it’s the diet. And those hens have likely never seen a blade of grass nor have they snatched a cricket from under a rock.
So your egg-crazed friends aren’t crazy. There is a spectrum of egg quality. The only way to know you’re getting the best eggs—both in flavor and nutrition—is to get eggs fresh off the farm where they could roam, forage, and produce those bright orange yolks everyone loves. It’s a farming method, however, that is a little more hands-on. It’s a way of raising hens that’s nearly impossible to do at an industrial scale. That’s why you won’t find these eggs at the supermarket. You can’t get them on Amazon. The reason local eggs have become synonymous with good eggs is because of the overlap in farming methods with sales and distribution opportunities.
Want a crazy-good egg? Shop local, pasture-raised eggs from heritage-breed hens. It’s the only way.
Market Wagon's Co-Founder & CEO, Nick Carter, was asked to submit an article to Hoosier Locavore blog. The topic seemed almost an affront to our business. But in the end, it's a great primer for discussion of local food.
Here is an excerpt:
"I used to get mad. I got really mad. When some well-to-do yuppie would tell me that buying local was “too expensive” for their budget, I would roll my eyes and offer no sympathy. It was infuriating. Until my wife pointed something out to me: Local food is expensive. She would know, of course, being the one who actually shops for groceries in our family. And she was right..."
When we took a closer look, we found some interesting things. As the article points out, "A dozen grass-pastured eggs can be found at the farmers market for a percentage more, sometimes the same or less, than comparable brown eggs at the supermarket. The same is often true of your staple vegetables, and even meats."
The real cost differential comes in foods requiring preparation, craftsmanship, and packaging. Nick points out: "When it comes to locally sourced prepared foods and value-added items, the preparation is expensive because it’s manual. It’s hand-crafted and qualitatively a different item. And if cost is your biggest concern—or even a concern at all—you probably don’t splurge much on these kinds of items, whether they’re local or not."
In the end, though, Nick gets to the heart of the matter with this simple question: Why is the other food so cheap?
If you want to read more, the article was published and you can read the full article here: