#

Pennsylvania

Harvie Farms

About Documents
71%
$142,235 Funded
$200,000 Target
41 days Time Left
105 Investors
$100,000 Min. Raise
$600,000 Max. Raise
60 mo. Term Length
8.25% Interest Rate
Invest

Share

Gallery

Overview

Harvie connects people with food from small farms and artisans supporting their local food system, in just a few clicks. More than 60,000 people annually get farm-fresh food through Harvie. And more than 250 small farms and artisans across the US and Canada have used Harvie to strengthen their business to better compete with the corporations that currently dominate our food system. 

Harvie is working nationally to change the way the world eats. But in its home city of Pittsburgh where Simon Huntley founded the business, Harvie runs a specialty grocery service that delivers the best of the area’s farm-fresh food directly to more than 700 member’s homes each week. For each delivery, Harvie curates a box of fresh produce, meats, cheeses, and specialty items, tailored to the customer’s preferences. They can then customize the order, sit back, and enjoy their very own farm-to-table experience delivered right to their home. 

To take this movement to the next level, we are scaling our marketing and distribution efforts in Pittsburgh, strengthening a model that can build more resilient local food systems across the country. 

We are raising $600,000 at an 8.25% interest rate, paid over a 60-month term. Schedule a meeting with founder Simon Huntley to learn more!

 

We are a home-delivered grocery service coming directly from local farms and food makers.

 

The Project

However much we raise, we are planning to allocate 75% to working capital for rolling our marketing spend, 15% for bulk packaging, and 10% for equipment purchases to scale our Pittsburgh distribution center.

Item Minimum Target Goal Maximum Target Goal
Working capital for marketing spend & Honeycomb fees $75,000 $450,000
Bulk packaging $10,000 $60,000
Equipment purchases for PGH distribution center $15,000 $90,000
Total $100,000 $600,000

At Harvie Farms Pittsburgh, we have an established business model of delivering “food from people you know” to homes across the Pittsburgh region. We are currently delivering 700 boxes of farm-fresh food per week to area families. We have built an internal marketing team to scale this business to the next level: our goal is to grow to 2400 orders a week by the end of 2021. We need to make a big marketing push to get there.

Each order that goes out of Harvie Farms Pittsburgh costs us about $5 in packaging. If we buy tractor-trailer loads of packaging and store them, we can save $1-2 in packaging costs which will allow us to increase our profit margin.

As the business scales in Pittsburgh, there will be needs from our operations department in the warehouse to handle the increased volume.

And as we grow our Pittsburgh operation, we strengthen a model that we can help local farms and distributors implement across the country, changing the way the world eats one town at a time. 
 

We are scaling our distribution in our home base of Pittsburgh, PA.

Business

How Harvie Works

 In Pittsburgh, members receive weekly or biweekly, customizable boxes of farm-fresh, home-delivered groceries. 

As a full grocery delivery service, Harvie has over 250 items to choose from including vegetables, fruit, meat, eggs, cheese, bread, coffee, tea, and more, all thoughtfully sourced from small, family-owned farms and artisans. 

Harvie has developed a unique solution to giving customers what they want in their farm box. Members sign up for a subscription of $49, $79, or $109 with a $6 delivery charge. Customers set preferences when they sign up, the farm enters in product availability, and then the box is customized using Harvie's algorithm to each member's preferences. Each member has 24-48 hours to make changes to their box and purchase extras, to ensure they get exactly the food they want. 

Harvie then provides reporting to the farm or distributor to enable efficient box packing and delivery. Cancellation rates are under 1% per week with average order values above $80.

Outside of Pittsburgh, customers use Harvie to order weekly or biweekly boxes directly from their local farm, enjoying the same customizable experience. With Harvie, customers are connected more closely to their local farmers and food makes fewer stops on its journey, ensuring fresher food, and more money going directly to farmers and producers. 
 

Our algorithm makes the process efficient and our customers very satisfied!
 

History

Harvie started as Small Farm Central in 2006 as a way to farmers’ technology needs, such as website creation, e-commerce, and member management software for Community Supported Agriculture (CSA) farms.

In 2015, our founder Simon started to see problems in the local food market as farmers’ market sales were declining and Community Supported Agriculture (CSA) farms started to report decreases in membership. He spent a year on customer research to understand the problem and then built the new Harvie platform to better serve the needs of consumers. The theory is that if it is customer-friendly to buy from local farms, then consumers will spend more of their food dollars in the local market and farms will benefit.

Over the first four years of the Harvie platform, we grew to serve 200 farms that service 150,000 end consumers across the US and Canada.

In January 2020, we announced the Harvie Farms Pittsburgh pilot project as a way to scale our distribution efforts in the Pittsburgh market. The project was wildly successful in the first year of its existence and served thousands of Pittsburghers with local, specialty food straight from producers.

We believe that this distributor model can allow Harvie to serve many more farms and producers – not to mention consumers – than ever before. This model is how we make it as easy to buy from local farms as it is to buy from Amazon.
 

We serve over 200 farms and 150,000 consumers across the US and Canada.
 

The Future

This year, we want to prove that we can scale our marketing and distribution efforts in Pittsburgh while we continue to assist our farm and distribution partners across the US and Canada to reach more consumers.

Our goal as a company is to serve 5 million families with “food from people you know” by 2030.

 

We believe it should be as easy to get farm-fresh food as it is to order on Amazon.

 

Fast Facts

  • Fourteen-year-old business, founded in 2006
  • Funded through revenue, with no outside investors
  • Pittsburgh-based company with international reach: we’ve served thousands of farms across the US, Canada, and beyond
  • Won the Pennsylvania Association of Sustainable Agriculture’s Business Innovation Leader Award in 2018
  • Simon Huntley, founder & CEO, is the author of the book Cultivating Customers: A Farmers Guide to Online Marketing
  • The Harvie platform presently serves more than 250 farms and 60,000 end consumers; farms will deliver over 1,000,000 boxes through the platform in 2021
  • Simon is a board member of Grow Pittsburgh
  • Local farms participating in the distribution service include: Who Cooks for You Farm (produce), Honeycomb alum Clarion River Organics (produce), Jubilee Hilltop Farm (meat, eggs), Brunton Dairy (milk), and many more!

 

We believe that buying directly from local farms results in food that is fresher, tastier, better for the environment, and better for the local economy.

 

About the Owner

Simon Huntley

Simon grew up on a farm in southwestern Pennsylvania before pursuing a degree in Information Sciences and Technology at Penn State University. After college, Simon helped a western Colorado fruit farmer expand his operation to include vegetable production and a CSA / farm share program. The project grew to serve five area farmers markets and a 130-member CSA.

Combining his passion for agriculture and technology, he started Small Farm Central in 2006, which now has morphed into Harvie. His goal, and the goal of Harvie, is to help more local farmers become more economically sustainable so they can support their families, take care of their land, treat their employees well and thrive on their farms and in their lives.

Schedule a meeting with Simon here!
 

Thank you for checking out our campaign!

Deal Summary

Deal Summary

 Issuer

 Harvie Farms Distribution LLC

 Doing Business As

 Harvie Farms Distribution LLC

 Security Type

 Unsecured Loan

 Loan Purpose

 Marketing, packaging & equipment 

 Offering Amount

 $100,000 - $600,000

 Interest Rate

 8.25% annually

 Payments

 Monthly, disbursed to investors quarterly 

 Maturity

 60 months

 Personal Guaranty  

 Simon Huntley

 Security Interest

 None

 Offered Portal 

 Honeycomb Portal LLC

 Offering Type

 Reg CF

 

Your Earnings Potential

If you choose to invest, you will make a one-time investment via ACH that will be transferred to a secure escrow account. If the campaign successfully reaches its target, the funds will be distributed to Harvie Farms Distribution LLC.

For more information on the mechanics of Honeycomb’s crowd investing platform, please review our Education Materials.

 Investment Amount   One-Time Fee 

 Potential Quarterly

 Return*

 Potential Total Repayment* 
 $100  $2.85   $6.11   $122.37
 $500  $14.25   $30.59   $611.88
 $1,000  $28.50   $61.18   $1,223.77
 $5,000  $37.25   $305.94   $6,118.87

Your ongoing responsibilities from investing are limited. Over the life of the loan, you will receive a yearly 1099-INT, which is a simple tax document similar to what you receive for most savings accounts.*Individual payments may vary slightly based on rounding. Potential repayments include principal and interest; they do not include the one-time fee which is assessed when you make your investment. There are no prepayment penalties and Harvie Farms Distribution LLC may pay down their loan early, which may impact your earnings potential. Please note: returns are not guaranteed and investors could lose some or all of their investment.

Harvie Farms Distribution LLC pays as agreed. You will receive quarterly payments directly into your bank account. In the event of a default, you will be contacted by the administrative agent to manage the collections process on the investors' behalf.

 

How Honeycomb is Compensated

Honeycomb charges Harvie Farms Distribution LLC a $250 posting fee and a 6.0% - 8.0% loan origination fee based on the total amount funded.

Additionally, to cover expenses associated with each investment, Honeycomb charges a 2.85% investment fee capped at $37.25 per investor.

Like what you see?  Check out our other campaigns here

 

Investor Testimonials

View our
Offering Documents

Updates

Comments

Q & A

+ I dont belong to Facebook or LinkedIn but I’d like to invest

No problem! You can just use your email address, click 'create an account'. Hope that helps!

+ Can you please provide any other color about what the "Marketing" will look like? What have you tried to date, and what channels and strategies will you plan to undertake this year?

Our general outlook is that any acquisition channel that can get us customers for $100 or less will be a good channel. We have a number of channels that have worked well for us over the last six months and we will double down on the channels that work and ignore the channels that are not working so we can focus (for example, we haven't gotten Facebook ads to work for us yet). The payback period on this is under three months, so the economics are quite good.

+ Are there any factors about the Pittsburgh region (other than being where you're based) that make it more or less viable (compared with other regions) as the first test of the Harvie distribution model?

Our relationships with producers and the community are strongest in Pittsburgh, but there is no reason this same model can't expand the other markets.