In response to the challenges faced in the food system during the COVID-19 pandemic, Wiley Webb and his wife embarked on a year-long journey to explore the most crucial issues. After speaking with over 70 farms, they discovered a common need for more buyers among farmers. Webb also learned from large buyers that procurement processes were slow and lacked transparency.
Recognizing the gap in the system, Webb decided to create a solution. He established Permanent as a B-corp in 2022 and launched its marketplace in 2023. The company’s mission is to connect commercial buyers with farms that practice regenerative farming or are owned by diverse farmers. By offering in-season and locally grown produce, Permanent aims to help buyers reduce distribution costs.
Incorporating AI technology, Permanent predicts seasonal availability and how products fit into existing supply chains. Webb emphasized the importance of procurement in sourcing higher quality foods at better prices, tailored to each business’s needs.
Additionally, Permanent facilitates custom growing contracts, such as helping Sweetgreen transition to a small women-owned farm for sweet potatoes. Since its launch, the company has partnered with 60 farms in California, with a commitment to diversity ownership and sustainable practices.
Recently, Permanent secured a $3.7 million seed funding round to enhance its operations and expand nationally. While promoting regenerative and organic farming, Webb understands the current market dynamics and aims to meet diverse demand while maintaining flexibility in its definition of regenerative farming.
Looking ahead, Permanent plans to introduce financial services like lending and cashflow management while focusing on expanding its supply chain and reach. The company prioritizes customer needs and competitive pricing to drive growth and differentiation in the market.
