Rethinking Food Distribution: The New Frontier of Regenerative Practices

In the ever-evolving landscape of food procurement, one man’s vision is set to disrupt traditional methods. Wiley Webb, an entrepreneur driven by the complexities and inefficiencies observed during a year-long exploration of the food system, launched Permanent—a novel marketplace connecting agricultural producers with commercial buyers who prioritize sustainability and diversity in their sourcing.

During his travels across the United States, Webb engaged with over 70 farmers, all expressing a significant need for robust buyer connections. The overriding concern was consistent: the procurement of food, despite the vast financial flow within the industry, was painfully slow and murky. Webb articulated this very challenge:

“The core question that holds back our food system from the level of transparency that it deserves is how hard the question of availability combined with logistics is for every single item we eat and transport.”

Introducing Permanent: A B-Corp for a New Era

Founded as a B-Corp in 2022 and officially launching its platform in 2023, Permanent aims to bridge this critical gap by becoming a reliable distributor for buyers seeking food from regenerative farms—operations that employ practices designed to foster resilient agricultural ecosystems.

Underlining this ambition, the company has already seen promising results since its inception. Webb noted that significant corporate buyers can now browse local farms via Permanent’s platform, streamlining the process of procuring fresh, seasonal produce. This shift not only supports smaller scale farmers but also offers large-scale buyers a chance to cut costs by sourcing locally, enhancing the sustainability of their supply chains.

Exploring sustainable farming solutions

AI-Driven Solutions for Supply Chain Challenges

A key feature of Permanent’s offering is its integration of artificial intelligence, which helps in predicting the availability of seasonal products and aligning them with buyers’ logistics requirements. Webb emphasized the tailored nature of their service, saying:

“It’s the job of procurement people everywhere to find and reliably get better foods and better prices. We reach out with that offering, often customized with what the business is looking for.”

This AI capability positions Permanent as a forward-thinking player in a field ripe for technological advancement. By using AI not only to forecast availability but also to enhance logistical efficiency, Permanent addresses a crucial pain point that has long plagued the food industry.

Impactful Partnerships and Community Support

Since launching, Permanent has collaborated with 60 different farms across California, showcasing its commitment to diversity. A remarkable 50% of these farms are owned by women or individuals of color, representing a vital step toward inclusivity in the agricultural space. Partnerships with recognizable brands such as Sweetgreen and companies like Kettle and Fire highlight Permanent’s appeal within the market.

As large corporate clients seek to diversify their sourcing strategies, Webb cites examples like Sweetgreen’s shift from a traditional farm to a women-owned enterprise set to transition to organic practices. Such collaborations not only empower smaller farms but also create ripple effects that foster greater awareness around sustainable sourcing among consumers.

Funding and Future Goals

Recently, Permanent successfully closed a $3.7 million seed funding round with prominent investors, including Better Tomorrow Ventures and Atman Capital. This financial injection is earmarked for expanding the team across supply chain logistics, sales, and technology—critical components for scaling their operations nationally by 2027.

Despite the vision for widespread growth, Webb remains grounded in the realities of the market.

“Regenerative is broad enough, and our customers and the demand we are serving is broad enough. We do work with large commercial enterprises for many programs, while we work with very small, Spanish-speaking immigrant entrepreneurs for many other programs.”

This nuanced approach allows Permanent to adapt its strategies in the face of shifting market dynamics while maintaining its focus on sustainability.

Financial Features and Future Outlook

In the coming months, Permanent plans to introduce financial features that could enhance the economic viability of small farmers through lending and cash flow management solutions. By addressing financial barriers, Permanent hopes to foster the growth of regenerative practices across a wider array of farming operations, thereby promoting ecological sustainability and profitability.

Webb concluded with a vision for the future:

“We think about scale and expansion through anchoring around our customer demand and unique needs, and creating both local and distance programs. We are ultimately flexible to optimize around our customer needs for the most competitive delivered pricing.”

With such dedication to innovation and community empowerment, Permanent has set a strong foundation for a transformative impact on the food distribution landscape.

Conclusion

As consumers become increasingly aware of the environmental implications tied to their food choices, platforms like Permanent will play a vital role in reshaping how commercial buyers source their ingredients. By fostering connections that promote responsible farming practices while utilizing AI-driven efficiencies, Permanent is not just addressing current market shortcomings; it is paving the way for a better, more sustainable food future.