After 13+ years of bootstrapping, I'm excited to announce Farm To People's first outside investment, $5 million led by Elly Truesdell and Hallie Bonnar of New Fare Partners alongside a list of founders and operators I've admired for a long time, listed below. Read more in yesterday's The New York Times, linked in the comments. Farm to People was never meant to be a different grocery delivery company. It's infrastructure for a food system where a small farm can actually make a living. The Times put it as our ambition, and they're right: a new economy for small farms to succeed. That's what happens when the quality of the farmers market meets the ease of modern e-commerce. From my parents' studio apartment on the Upper West Side to a new 40,000 square foot warehouse coming soon in The Bronx, it's been a helluva ride. Thank you David Robinov for being a pioneer in the natural foods movement since before I was born and for making this all possible. And Anina von Haeften for your partnership and vision every day! To every customer, farmer, maker, driver, packer, buyer, and team member who got us here: thank you. And we're just getting started. If you want to build this with us, we're hiring. It's hard work. If you're ready to make an impact, reach out. Here's the incredible list of investors who share our vision of the future and inspire us: Gary Hirshberg (and Ethan, Alex, Danielle) founder of Stonyfield; Walter Robb former co-CEO of Whole Foods; David Barber of Blue Hill At Stone Barns; Fred Wilson (and Joanne & Josh) founder of Union Square Ventures; Martin Dolfi, Bill Schultz and Whitney Williams from Beliade Consumer Partners; Jean-Francois Jeff Déchant (and Felix Dechant, our COO, who makes FtP run every day); Jeff Sterrett & Jamie Sterrett; Stephen Williamson, John Charles Hanley & Daisy Bowes Williamson; Todd Lachman; Tom Gellert & Andrew Gellert; Sam Slover; Jeff Samberg; Gabi Lewis; and more. Thank you Jacqueline S. for sharing our story with the world.
Couldn’t be prouder of this one Michael Robinov Anina von Haeften!
Huge congratulations to you and the team on the growth of Farm to People and this feature in The New York Times! With continued consolidation across farming, processing, distribution, and food retail, protecting where our food comes from has never been more important. The work you and the team are doing helps ensure independent farmers and producers have a viable market for the incredible food they grow and make. (This makes me wish I still lived in NYC so I could order directly from you!) Way to go, team!!!
13+ years of bootstrapping makes this milestone especially meaningful. The $5M is more than capital, it’s validation of a model built around farmers, customers, and long-term infrastructure rather than chasing growth for its own sake.
Great reminder that some of the best businesses are built slowly, with deep customer trust and strong fundamentals.
You're doing SUCH amazing work over there! I've been following your journey since the pandemic and it's been inspiring watching this slow-then-surging growth. I applied for one of your open roles, and would LOVE an opportunity to work with y'all, changing the food system from the ground up
Thrilled to see Farm to People's success Michael. Onward!
Stoked to have been there from the early days! Relistening to this ep lets me know just how aligned you and the team have been from the jump 🍱 https://digin.today/episodes/farmtopeople
I am so glad Farm to People is working with farms (and people) like Simon at Sun Sprout. I have been a customer of Sun Sprout for years and want them to thrive. This is so exciting, and necessary!
Congrats, Michael! Never forget Quinciple… and their cycletrucking partners Revolution Rickshaws! Maybe we’ll collaborate again soon. Cheers.
Link to the article: https://www.nytimes.com/2026/09/13/nyregion/farm-to-people-investment.html?unlocked_article_code=1.A1E.LUb8.kCGeNSNK8LDh&smid=nytcore-ios-share