With nearly 40% of the world’s food going to waste each year*, a small group of like-minded mid-western innovators saw an opportunity in helping independent farmers find local buyers of the produce they would typically till back into the soil. Thus was the impetus of Farm Fare - A Modern B2B Local Food Market. This hyper-local digital commerce platform provides chefs, restaurateurs, and institutional food buyers direct access to local, farm-fresh produce and dairy products.

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HUMAN-centered & Scalable

The Balance team leveraged its team-members' extensive experience in eCommerce, emerging retail technology, retail logistics, and mobile application design to work with Farm Fare every step of the way. We were embedded into the Farm Fare team to contribute to the definition and refinement of the brand strategy - from helping name the company, defining its brand language, and informing the definition and scope of the MVP. Our user researchers interviewed and shadowed farmers, chefs, university food buyers, and food hub managers to inform the information architecture, interaction design and visual design of the mobile app. With functional prototype in hand, we then tested the application with potential buyers in their respective environments. In the end, we developed an architecture and design that would support the short-term needs of a limited release, while ensuring seamless scalability to a nation-wide customer base.



After a successful initial growing season MVP, Farm Fare is poised to be a force in the local food and independent farming movement. Its support of the sale of Grade B fruits and vegetables is already having an impact on the reduction of food waste in the areas it serves - giving producers more opportunity to sell their ‘ugly’ fruits and vegetables rather than composting them.


Balance continues to support the growth and refinement of Farm Fare. We believe in the business, the founders, and more than anything, the purpose of the brand.


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