Ecotrust had an innovative idea to connect wholesale buyers such as chefs, restaurant operators, grocers and institutional food service pros, directly with regional food producers.

The Portland, Oregon based conservation organization envisioned a new digital marketplace that could help provide regional buyers access to the most extensive list of regional food sellers available, and help them connect and do business.

All producers, from farmers, ranchers, fisherman, bakers and vintners would be able to develop an online profile to share heir story and promote their products to buyers.

After an exhaustive search for an interactive partner, Ecotrust selected ISITE Design to start development work on the initiative early 2009.

“We reviewed proposals from more than twenty talented agencies,” said Deborah Kane, VP of Food and Farms at Ecotrust. “What sets ISITE Design apart is that each member of the team brings a distinct skill set to the table and understands how their piece must work seamlessly with the rest of their team.” ISITE Design and Ecotrust collaborated throughout 2009 on an open-source initiative to create a digital marketplace for finding, selling and buying local food.

FoodHub (www.food-hub.org) was launched in February 2010 featuring more than 1,400 products and immediately satisfied a pent up demand that was previously handled with a print directory.

It has quickly gained popularity throughout the Pacific Northwest and parts of Idaho and Alaska. Kane’s leadership in the creation of FoodHub has garnered national attention with Fast Company magazine naming her one of the “10 most inspiring people in sustainable food.”

While Ecotrust has a well-established reputation for integrating new business models based on economic, social and environmental principles, they faced challenges with FoodHub that many websites confront.

These include creating an elegantly functional site, attracting like-minded customers, developing the brand and figuring out ways to develop a solid return on investment.

So how did ISITE Design and Ecotrust take this from concept to reality?

Innovative Ideas

“Interactive agencies live at the center of digital innovation” says ISITE Design President Paul Williams. “Deborah and her team had a bold vision for this new marketplace. It was a dream project for our team to be able to work on a project that has the potential to make such an impact at both a regional and national level. We literally had folks lining up to be a part of it.”

First and foremost, the agency focused on making the user experience intuitive and friendly. There was careful attention on how to make the sign-up and membership both easy and affordable.

The heart of the FoodHub experience is an extensive searchable database connecting buyers with a vast array of food sellers at the regional level. This marketplace allows producers to call attention to what’s in season and how much is on hand to sell.

Additional tools allow members to promote their goods with posts in the marketplace, direct communication with members of the community through message center and their detailed profile pages that provide pertinent information such as delivery methods, insurance requirements/certification and affiliations.

These tools are opening up new ways for both food producers and food buyers to connect. The marketplace enables both direct market relationships and existing distribution channels to promote growth in regional food sales.

The vision for FoodHub extends far beyond a digital directory. The portal fosters a local food community which is essential for the initiative to continue to build momentum and grow.

A Thriving Marketplace

FoodHub is off to a great start. Within three months of launch FoodHub membership has grown to approximately 500 regional buyers and sellers. Interest continues to grow among the community and the national press has taken notice.

ISITE Design and Ecotrust are collaborating on a next phase to build more brand awareness, add functionality and position FoodHub as the standard in the industry.