Evaluating only Farmy’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. That’s exactly how it died.
Key Events Timeline
FOUNDING
FUNDING
MILESTONE
CRISIS
SHUTDOWN
Full Analysis
Free · no account needed
Documented cause
Farmy built an online marketplace in Switzerland connecting consumers directly with regional farmers and food producers — a premium alternative to supermarket grocery delivery. The concept resonated with Swiss consumers willing to pay for quality and provenance. They raised CHF 20M (~$22M) and processed millions of orders across German-speaking Switzerland. But the unit economics of delivering fresh produce from multiple small farms to urban consumers were brutal. Order values needed to be high to justify delivery costs, and competing with Migros and Coop's own delivery services proved too difficult. By 2022, after eight years of operation, Farmy wound down consumer services and sold its technology assets.
Lesson
“Direct-to-consumer food marketplaces face a structural disadvantage against supermarket delivery: scale, infrastructure, and supplier relationships all favor incumbents.”