Think http://www.abelandcole.co.uk, farmboxdirect.com, farmfreshtoyou.com. My company delivers fresh produce from a cooperative of farms. We direct the produce from the farm to a washing facility, sort onto a chilled truck, and deliver direct to consumers. Restaurants looking for A-grade produce can also buy off the site. Through a B2B section of the site.
Consumers here get wilted leaves, bruised fruit, and browning produce in supermarkets while all the A-grade produce are exported to neighboring countries that can afford to pay a higher price for produce. We plan to keep some of the A-grade produce from being exported and serve the local community sick of second-grade products. In the industry, produce exchanges hands between several parties before reaching the consumer. We seek to disrupt this chain and be the sole handler, from farm to the consumer's fork, controlling the cold chain to maintain freshness and quality.
The target audience will be women as they are traditionally the produce shopper of the home. Young women and mothers, perhaps, seeking only the best for themselves and their growing children. 18-45, female, SES A.