Good Eggs, the startup that brings farmers markets online, has closed an $8.5 million Series A round from Sequoia Capital with participation from Harrison Metal and others. Sequoia partner Bryan Schreier will join the Good Eggs Board of Directors.
The funding will enable Good Eggs to launch in “dozens more cities in the near future.” The startup, which has 80 employees and works with 350 local vendors, currently operates in the San Francisco Bay Area and has pilot programs in Brooklyn, Los Angeles and New Orleans.
Good Eggs allows customers to order locally sourced, organic and sustainable produce, meat and other food by aggregating goods from multiple farmers and creating a delivery system that can bring together a single order of food within two days. This gives shoppers a wide range of options, including seasonal produce, meats or fish, breads and cheese, as well as pre-made snacks and meals.
Some might see the startup as a competitor to neighborhood co-ops and farmers markets, as well as CSA (community supported agriculture) programs, where consumers buy subscriptions to regular produce deliveries from a local farmer. On the other hand, Good Eggs could be a boon for these same farmers because it gives them a new distribution channel to people who might otherwise buy big-agriculture produce at their local grocery stores.
Good Eggs was founded by Rob Spiro, a co-founder of social search startup Aardvark (which was acquired for $50 million by Google in 2010) and web development agency Carbon 5 co-founder Alon Salant. Its current investors also include Baseline Ventures, Collaborative Fund, Westly Group, Correlation Ventures, New Island Capital, Max Ventilla and Mitch Kapor.