Peapod sells organic farm boxes to Chicago-area customers

Online grocer, Wis. farm continue partnership

NEW YORK — For the second year in a row, online grocer Peapod is working with a Wisconsin farm to deliver organic and heirloom vegetables to customers in the Chicago area.

Peapod, owned by Ahold USA, said customers could order local farm boxes from Viroqua, Wis.-based Harvest Moon Farms and have them delivered to their homes or scheduled for pickup at nearby pickup locations in the Illinois towns of Deerfield, Palatine and Lincolnshire. Produce includes beans, beets, broccoli, kale, Swiss chard, collard greens and heirloom tomatoes.

Part of the deal included funding from Peapod for early crop seeds and other supplies, which the company said would help Harvest Moon better manage cash flow and scale. It also allows customers to buy the boxes without having to get farm "shares" to buy up-front or be locked into a weekly commitment.

"It's convenient for our customers, and it is directly aligned with our reputation for delivering the freshest produce in the marketplace," Peapod VP fresh markets Tony Stallone said. "It's also a perfect extension of our commitment to sustainable agriculture and Peapod's long-standing relationships with local farmers and local purveyors of all kinds."

In addition to Peapod, Ahold USA also operates the Stop & Shop, Giant Food of Landover, Md., and Giant Food Stores of Carlisle, Pa., supermarket chains in the Northeast. It is a subsidiary of Dutch supermarket operator Royal Ahold. 

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