Keeping Your Business Going May Mean Both Growing and Shrinking
18 May 2020
Mike Geller spent the better part of a decade tweaking the focus of Mike’s Organic Delivery, which he founded in 2009. Early on, the model was similar to a community-supported agriculture program, or C.S.A., where customers agreed to receive whatever food was in season.
By the third year, the company was up to about 200 deliveries a week: in Fairfield County in Connecticut and Westchester County in New York. Access to organic produce was more widespread and customers wanted options other than a preselected basket. So he created an online organic market, to allow people to pick the fruit, vegetables and meat that they wanted in advance.