# Digital Farmers Markets Kroger Partners with Market Wagon to Launch an Online Farmer's Market By Niko Pajkovic | Published 2022-06-02 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/market-wagon References: [supermarketnews](https://www.supermarketnews.com/online-retail/kroger-goes-live-online-farmers-market) & [kroger](http://kroger.com)  The [Kroger](https://www.trendhunter.com/trends/kroger-delivery-now) Company has announced that it is launching its own [digital farmer's market](https://www.trendhunter.com/trends/farmers-market-for-dogs) in Atlanta. The innovative new platform has been developed in collaboration with [Market Wagon](https://www.trendhunter.com/trends/tonys-fresh-market), an Indianapolis-based company that facilitates online farmers markets and direct-to-consumer food sales. According to the company, the new platform will deliver to customers within a 60-mile radius -- this covers most shoppers in Atlanta as the radius spans 28 different counties. Overall, the innovative new platform represents Kroger's commitment to embracing new digital-focused initiatives. This partnership reinforces the importance of buying local to customers, powered by modern, cost-effective and efficient last-mile solutions. We’re excited to launch this service in partnership with Market Wagon across Atlanta," said Felix Turner, corporate affairs manager for Kroger’s Atlanta division. Image Credit: Kroger ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 57% | Activity: 93% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Digital Farmers Markets:** The rise of digital farmers markets and the ability to deliver fresh, locally sourced food directly to consumers presents an opportunity for new marketplaces and last-mile delivery solutions. - **Online Direct-to-consumer Food Sales:** The trend towards online direct-to-consumer food sales is disrupting traditional grocery shopping and opening up new revenue streams for retailers and food producers. - **Partnerships Between Retailers and Online Platforms:** Collaborations between retailers like Kroger and online platforms such as Market Wagon are creating innovative last-mile delivery solutions and improving access to fresh, local food for consumers. ### Sectors Adopting This - **Retail:** The rise of digital farmers markets and online direct-to-consumer food sales is disrupting the traditional retail model and prompting retailers to adapt to new business models. - **Food and Agriculture:** The trend towards online direct-to-consumer food sales and digital farmers markets is disrupting traditional food and agriculture practices and creating new market opportunities for local farmers and smaller food producers. - **Logistics and Delivery:** Partnerships between retailers and online platforms are creating new opportunities for logistics and delivery companies to develop cost-effective and efficient last-mile delivery solutions for fresh, locally sourced food. ## Related on Trend Hunter - [Fee-Free Grocer Deliveries](https://www.trendhunter.com/trends/kroger-grocery-connect.md) - [Convenience-Focused Grocery Network Partnerships](https://www.trendhunter.com/trends/grocery-network.md) - [Private Label Produce Ranges](https://www.trendhunter.com/trends/kroger-field-vine-collection.md) - [Digital Grocery Screens](https://www.trendhunter.com/trends/kroger-2.md) - [Expanded D2C Deliveries](https://www.trendhunter.com/trends/kroger-1.md) - [Unified Grocery Platforms](https://www.trendhunter.com/trends/riesbecks.md) - [On-Demand Grocer Deliveries](https://www.trendhunter.com/trends/sprouts-farmers-market-and-uber-eats.md) - [Grocer-Connected Kitchen Appliances](https://www.trendhunter.com/trends/kroger-and-ge-appliances.md) - [Grocery Delivery Subscription Services](https://www.trendhunter.com/trends/boost-by-kroger.md)