A Year-Long Journey to Revolutionize the Food System
In the midst of the COVID-19 pandemic, Wiley Webb embarked on a year-long journey with his wife to explore the most pressing issues in the food system. What they discovered was a glaring gap in the market: farm suppliers struggling to connect with large buyers due to slow and opaque procurement processes. This realization sparked an idea – to build the missing piece that would bridge this gap.
The Birth of Permanent
In 2022, Webb founded Permanent as a B Corp, with a mission to create a new type of food distributor focused on connecting commercial buyers to farms using regenerative farming practices or owned by diverse farmers. The company launched its marketplace in 2023, aiming to promote transparency and efficiency in the food supply chain.
A Marketplace for Regenerative and Diverse Farms
Permanent’s platform enables large corporate buyers to browse available products from local farms that use regenerative farming methods. By ordering seasonal produce, these buyers can cut distribution costs and support sustainable agriculture practices. The company’s AI layers also help predict what will be in season at a given point in the year, ensuring that buyers receive the freshest and most competitive options.
Facilitating Custom Growing Contracts
Permanent’s platform extends beyond mere marketplace functionality. It also facilitates custom growing contracts between buyers and farmers. Salad chain Sweetgreen has already leveraged this feature to switch its sweet potato source from a large commercial farm to a small women-owned farm transitioning to organic practices.
California at the Forefront
Since launching in 2023, Permanent has worked with 60 farms in California, 50% of which are owned by women or people of color. The company has landed 20 commercial customers, including well-known brands like Sweetgreen and Kettle & Fire, as well as sizable school districts and universities.
A $3.7 Million Seed Round
Permanent recently secured a $3.7 million seed round led by Better Tomorrow Ventures, with participation from Atman Capital, Autopilot, and Gaingels, among others. This funding will be used to augment the company’s supply chain and sales and technology teams, as well as expand its reach across the United States.
A National Presence by 2027
While Permanent is currently focused on the West Coast, especially California, Webb aims to establish a national presence by 2027. The company’s growth strategy involves anchoring around customer demand and unique needs, creating both local and distance programs to optimize delivered pricing and differentiate items in the process.
A Flexible Approach to Regenerative Farming
Webb acknowledges that promoting regenerative farming practices requires a flexible approach, especially given the current state of the food market. Permanent has turned down potential suppliers and maintains a loose definition of regenerative farming, recognizing that customers and demand are broad enough to accommodate various types of enterprises.
Future Plans: Financial Features
In addition to expanding its supply chain and footprint, Permanent plans to introduce financial features in the future, such as lending and cash-flow management. These initiatives will further support farmers and buyers in navigating the complexities of the food system.
A New Era for Food Distribution
Permanent’s innovative approach has the potential to revolutionize the food distribution model, promoting transparency, efficiency, and sustainability throughout the supply chain. As the company continues to grow and expand its reach, it is poised to become a leader in the industry.
