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Tuesday, May 29, 2012

Real Fork Fridges: Helping S.F. Get its Farm Fresh Foods on a Real Life Schedule

Posted By on Tue, May 29, 2012 at 12:36 PM

click to enlarge RF_KS_Large_Assortment.jpg

If you're reading this you probably are a die-hard locavore, working 60 hour weeks, training for marathons, and all the while looking fabulous at every single CUESA benefit.

And yet, finding time to squeeze in a trip to the Ferry Building during your lunch break to hit that inconveniently scheduled Farmer's Market eludes you... fail.

No fear, near-perfect San Franciscan! Martin Reed, Matt Carreira (of the I Love Blue Sea sustainable seafood service), and Jon Whitehead (Radius Restaurant & Cafe) have a solution for 'real food, real easy'. Once the trio's Real Fork Project launches on June 1 even the busiest San Franciscan can achieve perfection, because Real Fork will allow us to buy the best of local, sustainable, and artisan food on our own time.

Much like a CSA box, Real Fork customers can place orders for local meats, produce, and products online, to pick up at their own convenience. So, come Wednesday night after a long day at the office followed by a killer spin class one can skip over to a nearby cafe to pick up a box of staples like Cowgirl Creamery fromage, Ritual Coffee beans, and Clover Farm cage free organic eggs.

What we're doing is nothing new, it's just a different way to reach people," Whitehead told SFoodie "There are lots of online groceries out there that are great for convenience but lacking in quality."

After running a pilot program out of Radius, Real Fork is excited to expand this project. With storage space secured in the basement of the Hamm's building, come June 1 customers can pick up their goodies at Radius Cafe. Meanwhile, Carreira, Reed and Whitehead are in negotiations with a slew of other local convenient evening spots and are confident customer's will have six more Real Fork fridges across San Francisco to choose from by the end of July.

Witehead assures there will be no fees for convenience.

"In some senses Real Fork will actually be cheaper than actually squeezing in a trip to the farmer's market."

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Sylvie Boland


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