Fresh Nation, a Stamford-based online marketplace for farmers markets, and HealthyCT, a nonprofit health insurance provider, recently launched a pilot program to promote healthy eating.
HealthyCT is offering a 10 percent discount on goods and free home delivery through Fresh Nation to encourage its current and prospective customers to buy fresh, locally grown foods. The idea is to bring direct access to local produce for customers and foster good nutrition and wellness.
“As part of our ongoing emphasis on helping our members stay well, it makes sense to connect them with the freshest locally produced and grown food,” said Ken Lalime, HealthyCT CEO, in a statement. “But at HealthyCT we recognize that our members don’t necessarily have the ability to go to a farmers market themselves.”
Fresh Nation brings local farmers markets together on an online platform, which allows the markets to reach customers who don’t regularly visit their physical locations. Consumers can select items by food type or look up the offerings of specific vendors.
The company employs food shoppers who go into the markets, fill customers’ online order and deliver the goods to the customers’ homes.
HealthyCT in a press release billed the partnership as the first of its kind between an online farmers market platform and a health insurance organization.
“Our partnership with HealthyCT is the first time a health insurer is promoting direct sales from farmers markets as part of its health and wellness initiatives, and represents a significant industry shift as more healthcare advocates and consumers embrace the local food movement,” said Anthony Lee, Fresh Nation CEO, in a statement.
The prices of items purchased on freshnation.com are the same as those charged at participating farmers markets, according to the press release.
