Fresh Thyme Market has tested a new in-store “Farmers Market” concept with Foodshed.io, bringing small and mid-sized farms directly into its grocery aisles. The pilot ran across six stores in Chicago and Indianapolis and introduced shoppers to more than 27 seasonal varieties usually found only at community farmers markets.
Eight independent farms took part in the programme. They delivered straight to the stores, completing more than 95 farm-to-store drop-offs during the first run. The model gives Fresh Thyme tighter control of freshness, while giving growers shelf access that is normally hard to secure in large retail networks.
The push towards shorter sourcing models is becoming more common across the industry. Many retailers are trying to cut supply-chain miles and build direct-from-farm routes, a shift we explored in our supermarket sustainability strategy coverage. Fresh Thyme’s pilot follows that same direction, positioning the grocer closer to regional agriculture at a time when shoppers are asking for transparency and local choice.
Local produce remains one of the strongest traffic drivers in US grocery. The rise of seasonal assortments and small-farm partnerships matches similar trends we saw in Europe, especially in our fresh produce trends report, where retailers are leaning into regional identity and differentiated sourcing.
Foodshed.io said the early results show clear demand for a more authentic farmers-market feel inside retail. Fresh Thyme said the model helps strengthen relationships with growers while giving customers a broader mix of seasonal items.
Both companies plan to expand the concept into more markets within Fresh Thyme’s footprint next season.
Why It Matters
This pilot is more than a sourcing test. It signals a shift in how regional grocers compete.
Shorter supply chains give retailers fresher product, faster replenishment and better control over margins — all critical in produce, where shrink and volatility are high. For growers, this is access to a retail partner without the barriers of large distributors or national buying structures.
It also reflects a wider move in US grocery: retailers are trying to bring “local” into the centre of the store, not just as a marketing message but as an operational model. When done well, it gives supermarkets a point of difference against national chains and club stores, especially in urban and suburban markets where shoppers want authenticity and seasonality.
The model could also pressure competitors. If Fresh Thyme expands this successfully, others may follow with their own direct-from-farm initiatives, reshaping how fresh produce reaches supermarket shelves.
Editor’s Note: This article is based on verified information from the Foodshed.io and Fresh Thyme Market announcement. No quotes were altered or paraphrased. Industry context on sustainability and fresh produce trends is drawn from previously published GSN analyses.
