Farmers markets are great for small-batch finds, but you have to make it there in the first place. For many people, there's the small window of access: Most markets set up once a week, a few hours at a time. Added to that, not all producers sell at every market. This means the compound problem of having to be at the right market at the right time if you want that preservative-free cilantro hummus. It's a habit difficult to maintain if you aren't already living or working near the market, or you don't set aside time each week to visit. Good Eggs L.A., a new online platform, is aiming to change all that, officially opening its virtual storefront last Thursday, June 13.
What is Good Egg L.A.? Think of it as a cross between Pink Dot, a CSA and Foodzie, before it was gobbled up by Joyus. The company gathers food and produce from producers — and eventually farmers — in the Southland, building essentially a one-stop online marketplace with options for either delivery or neighborhood pickup.
The producer directory is the only leg available at this point. You'll check (or uncheck) boxes that relate to your own location, split into Central L.A., South L.A., Eastside, South Fernando Valley, Malibu/Topanga, Westside and San Gabriel Valley. You don't want to select a producer who only delivers to one or two specific parts of town that don't include yours. (You just might make the mistake of lining up a bunch of items, only to be told that you've been shopping in the wrong region.)
Once you enter the page of a particular producer, you'll find a logo, short bio, the next viable delivery day — followed by the types of items sold. Auntie Em's Kitchen, for example, is offering seasonal produce boxes, baked goods and produce basket add-ons like organic free-range brown eggs. With each item, you'll indicate how many at the selection menu and, if you want, a recurring order through a subscription that allows for every week, once a month and twice a month.
Good Eggs comes from the Bay Area, so it makes sense that the service is already well-established up north, with services available in the four quadrants of East Bay, Marin, Peninsula and San Francisco.
The start-up was co-founded by Alon Salant and Rob Spiro, both described by Wired as “techie-foodies.” The two have worked with giants across various industries, like Google, Disney, eBay and National Geographic. Sites for New Orleans and Brooklyn are now in its early launch stages.
Good Eggs L.A. is currently offering a promotion code — sunnysideup! — that takes $5 off on your first purchase, which is good until Thursday, July 4. The full marketplace is not available yet; there's an e-mail sign-up that'll send notification upon its launch.
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