San Diego Gets Its First Direct-to-Consumer Local Food Marketplace
Farm-to-table food lovers, San Diego has a new marketplace bringing food from local farms directly to your table, and we love it! Navore Market has launched as San Diego’s first online marketplace connecting consumers directly with local farmers and food producers throughout the county.
Founded by La Jolla resident Caroline Driehaus, the platform eliminates middlemen to make fresh, local food more accessible while creating new income opportunities for our farming community.
Direct Farm-to-Table Shopping
The marketplace features longstanding San Diego farms, including Hukama Produce, Rodney Kawano Farms, Eli’s Farms, and Heritage Family Farms, allowing shoppers to customize their selections and choose pickup or delivery options.
Pickup locations span farm stands and farmers markets across the county, creating flexibility for different lifestyles and schedules.
What makes Navore particularly compelling is how it addresses the accessibility gap in local food purchasing.
While farmers markets are wonderful, they require specific timing and locations that don’t work for everyone’s schedule. This platform extends the reach of local producers beyond traditional market hours and locations.
Supporting Local Farm Families
Hukama Produce exemplifies the kind of operation that benefits from expanded distribution channels. This family-run Ramona farm, founded by Byron and Joyce Nkhoma from Zimbabwe in 2015, grows pesticide-free produce while working alongside their four children.
Byron Nkhoma explains how platforms like Navore help reach families who can’t make it to their Sunday Hillcrest Farmers Market booth while providing additional revenue streams.
The personal stories behind these farms make the platform feel genuinely connected to San Diego’s agricultural community rather than just another food delivery service.
USDA Recognition and Support
Navore’s recognition as a USDA Local Food Promotion Program grant recipient validates the platform’s potential impact on local food systems. The grant enables San Diego food producers to sell through Navore at no cost through 2026, removing financial barriers that might prevent smaller operations from participating.
This government support reflects broader recognition that direct-to-consumer platforms can strengthen local economies while making fresh, local food more accessible to diverse communities.
Fresh local, made easy!
Navore Market represents exactly the kind of innovative solution that strengthens San Diego’s local food ecosystem while making farm-fresh products more accessible.
📍 Pickup and delivery options available countywide
🎟️ Shop directly here
