Farm Fresh Food Delivery

Homefield Food Co.

6. Clean Water and Sanitation 12. Responsible Consumption and Production 15. Life on Land

Overview

Homefield Foods is an online market that allows customers to choose produce, baked goods and other food products from a rotating selection of goods. The selected food items are then delivered to your doorstep once a week. The company focuses on both local food products as well as organic or spray free produce.

Authors

Beth Bureau

Beth Bureau

Angelia Godinho

Angelia Godinho

School

Beyond Borders

Beyond Borders

Professors

Matthew Mulhern

Matthew Mulhern

Mike Parsons

Mike Parsons

Innovation

Wayne Bourdeau is the owner and creator of Home Field Organic Food Company. He spent his whole life growing up on a farm, so when he moved to Vancouver for university, Wayne began to network with other food growers and learn even more about organic farming. While in Vancouver Wayne and some colleagues began his first food company that was built on a similar concept as what Homefield Organics is. When he decided to move back to Guelph he founded the company in 2002. His goal was to start a company that would sustain the local business community. When he first launched his company it was similar to companies like Hello Fresh and GoodFood, where the products came in a preset food box. However in his first couple years of business he noticed there were some aspects of the boxes he didn't like. With the premade boxes he found that there was a lot of food waste, whatever came in the box is what people got, and if they didn't like one of the products or some of the produce, it just went to waste. As Well as the fact that not every family or person is the same, the amount of food one person needs and likes is not the same as someone else. Due to this in 2005 he changed up his business model from premade food boxes to custom made food boxes, as Wayne would describe “We are like an online farmers market, you pick what you want and we deliver.” He believed that this would highly reduce the amount of food waste because if people had the opportunity to pick and choose exactly what they needed and wanted they wouldn't need to throw away any of the products. He also wanted to create a company where he would be able to support local farms and families. When we asked him what his corporate goals were he simply said “My only goal is to be a 100% locally sourced business.” Currently Wayne is working with over 25 local vendors and farmers. Most of the products offered by Home Field are 100% organic or very close to being 100%. Wayne puts real value in making sure his products are sourced from close to home so that he can help support local small and family run farms and vendors.


Farm Fresh Food Delivery

Inspiration

The idea of Homefield Organic Food Company was inspired by a lifelong exposure to the farm industry by founder Wayne Bourdeau. Wayne grew up on a farm and it was because of this that he was first exposed to the organic food industry as well as what inspired his desire to support the local family farm community. While going to school in Vancouver, Wayne began to network with other food growers and learn even more about organic farming. While in Vancouver Wayne and some colleagues began his first food company that was built on a similar concept as what Homefield Organics would eventually become. Eventually Wayne moved back to Guelph and in 2002 Homefield Organic Food Company was created. Wayne was inspired by wanting to create a place where he could support local businesses as well as businesses striving to meet organic standards or just making the effort to use cleaner growing techniques. Wayne’s goal is to support down the chain, by supporting local businesses who are working towards environmental goals and hoping to inspire other businesses to do the same.

Overall impact

Home Field Organic Food Company is focused on sustainability in their local community. They work very closely with farmers in or around their communities to ensure they are carrying local and organic products. Supporting local farmers also means your supporting down the chain as well. If Home Field buys from a local farmer, and that farmer then has money to buy their equipment and supplies from a local business, this process then continues down the line and the local community thrives. When we asked Wayne what his values when conducting business were, he simply stated 4 words, “Supporting the local community.” When we asked him if he had ever heard about the UN sustainability goals he said he hadn't, but after thorough research we came to the conclusion that his business model closely aligns with 3 of the goals.


6-Clean Water and Sanitation

12-Responsible Consumption and Production

15-Life on Land


All of Home Fields vendors are 100% organic or are spray free. With the limited amount of pesticides and chemicals being used, the land and aquifer are not being polluted. Due to this the business is making an impact on both life on land and clean water and sanitation. Home Field is an online customizable farmers market. Due to this there is next to little food waste. They also make sure that their products get shipped out within 24 hours of receiving them to guarantee freshness. With these goals in mind Home Field is also striving to accomplish goal number 12, responsible consumption and production.


Business benefit

Creating an online market that delivers directly to customers door is a competitive advantage as it targets customers who may have busy lives and are unable to make it to a traditional farmers market.The 24/7 ordering system is also beneficial to those leading busy lives as they know their order will always arrive at its scheduled time each week. Being able to order just the products you is another advantage over many other made to order meal kits or produce boxes. Because of the customizability, customers only buy the products they want and know they will use which leads to less food waste. This is an advantage for many consumers who want to minimize their environmental footprint.

Social and environmental benefit

Homefield Organic Food strives to be a positive impact on their local community by supporting over 25 local family farms as well as many other producers in their community. Supporting small businesses is important to Wayne as he himself grew up on a small farm and knows the struggles that the industry has. His hope is that his support will continue through the chain and will help support many other businesses beyond his own connections. The company is very passionate about their commitment to supporting organic farming techniques. It is important to support organic and no spray operations as the chemicals used in commercial farming methods have detrimental effects on the environment. Toxins from spray chemicals end up in the soil, air, and waterways creating pollution that seriously harms the environment. Homefields commitment to organic means that these chemicals are not being used making both the planet and the consumer healthier.


Interview

Wayne Bourdeau, Owner

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Homefield Food Co.

Homefield Food Co.

Guelph, ON, CA

Business Website: https://www.homefieldfoods.ca/

Year Founded: 2002

Number of Employees: 2 to 10

Homefield Foods is an online market that allows customers to choose produce, baked goods and other food products from a rotating selection of goods. The selected food items are then delivered to your doorstep once a week. The company focuses on both local food products as well as organic or spray free produce.