Web marketplace for local food Good Eggs plans Portland expansion

Good Eggs aims to connect consumers with a variety of local food providers using an online market being called the Etsy for local food.

Good Eggs aims to connect consumers with a variety of local food providers using an online market being called the Etsy for local food. 

Good Eggs, a San Francisco-based Web startup that's setting out to be the Etsy for local food, is planning to expand its service to Portland.

Fresh from its Bay Area launch — which received rave reviews from local and national press — Good Eggs has identified four cities with vital local food scenes for expansion. Naturally Portland made the cut along with Detroit, Brooklyn, N.Y. and Los Angeles.

The company is hiring a community manager and Rob Spiro, Good Eggs cofounder, said he hopes to get Good Eggs' expansion cities up and running "within the next few months."

Spiro, an experienced startup jockey and former product manager for Google+, said the company is committed to having a site devoted to the lifestyle of the local eater.

"We will have teams in each food shed," Spiro said. "We want to continue to make our software more powerful but at the same time have that human interaction."

Good Eggs got its start by setting up Web storefronts for local purveyors. The launch, which the company calls a pilot, provides microsites for three San Francisco neighborhoods plus Oakland and Berkeley, each dedicated to connecting consumers to local food purveyors.

Portland-based FoodHub, part of the nonprofit Ecotrust, takes a more business-to-business approach to local food, connecting farmers and food producers to restaurants and chefs. At its launch in 2010, FoodHub was billed as the Match.com for local food.

Spiro said he admired the work FoodHub has done, especially working directly with farmers.

Good Eggs is venture-backed with one seed stage round under its belt. The amount of the investment, from Harrison Metal Capital and Baseline Ventures, was not disclosed. Spiro said the company is seeking additional capital fund its expansion.

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