The Problem: Broken Links in Food Supply Chains
During the COVID-19 pandemic, Wiley Webb and his wife embarked on an eye-opening journey across America’s agricultural landscape. Visiting over 70 farms, they uncovered a critical disconnect: while farmers desperately needed more buyers, large commercial purchasers struggled to find reliable suppliers due to outdated, opaque procurement systems.
“Despite trillions in food trade, buyers face immense challenges finding and onboarding new suppliers,” Webb observed. “The lack of transparency around availability and logistics creates unnecessary bottlenecks in our food system.”
The Permanent Solution: A Modern Marketplace for Ethical Sourcing
In 2022, Webb founded Permanent as a certified B Corporation with a clear mission: to transform how businesses source food by connecting them directly with farms practicing:
- Regenerative agriculture (methods that rehabilitate soil and ecosystems)
- Diverse ownership (women- and minority-operated farms)
Launched in 2023, Permanent’s innovative platform offers:
- Real-time seasonal availability of local produce
- AI-powered predictions for supply chain optimization
- Custom growing contracts tailored to buyer needs
Success Stories in Sustainable Procurement
Major brands have already embraced Permanent’s model:
- Sweetgreen transitioned its sweet potato supply to a women-owned farm transitioning to organic
- Kettle & Fire sources high-quality ingredients through the platform
- Oakland school districts and major universities access fresh, local produce
Growth and Future Vision
Since launch, Permanent has:
- Partnered with 60 California farms (50% women- or minority-owned)
- Onboarded 20 commercial customers
- Secured $3.7M in seed funding led by Better Tomorrow Ventures
Strategic Expansion Plans
The funding will accelerate:
- Geographic growth from West Coast focus to national coverage by 2027
- Technology enhancements to supply chain forecasting
- Team expansion across sales and operations
Balancing Ideals with Market Realities
While championing sustainable practices, Permanent maintains a pragmatic approach:
- Flexible standards for “regenerative” farming
- Diverse supplier base from large enterprises to small immigrant-run farms
- Future financial tools including lending and cash-flow management
“Our model adapts to customer needs while creating competitive pricing,” Webb explains. “By anchoring to demand, we can develop supply chains that de-commodify food and highlight differentiation.”
This innovative approach positions Permanent at the forefront of rebuilding America’s food systems—one transparent transaction at a time.
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