This is roughly the business model of a company I co-founded in Austin in 2005 - http://www.greenling.com/ http://www.greenling.com/ Initially we marketed it a

This is roughly the business model of a company I co-founded in Austin in 2005 - http://www.greenling.com/ http://www.greenling.com/ Initially we marketed it as 'Farmer's Market to your Doorstep'. The model was fairly well established when we adopted it. For instance in the bay area there is Planet Organics, and several other competitors that have been around for years. The model was also found in Seattle, Oregon, Denver, and several other 'green' locales. I'd imagine today there is some kind of farm to market logistics service in most major metropolitan markets. Additionally, there is a non-profit version of the model called co-ops. Here members are supposed to be stakeholders in a farm, and there are simple logistic systems to distribute produce, etc to each of the members residences. In India the customer base is likely different. US Customers for the commercial farm-to-market concept are generally out of greenness (ie, consideration for the earth, or organic farming) or convenience (particular families with newborns). Members of the non-profit co-ops are likely driven by support for local farms and greenness factors.