Well, you know what they say about making omelettes. We might have to break a few GoodEggs before discovering the secret formula to make this work. I wonder how the UK's GoodEggs, Farmdrop (<a href="http://www.farmdrop.co.uk/" rel="nofollow">http://www.farmdrop.co.uk/</a>) will do.<p>GoodEggs clearly attempted to scale too quickly - perhaps more like a normal tech startup would. Logistics is a killer though and scale doesn't quite work the same way. It sounds like they didn't do too much prototyping and testing of real world systems and processes even if they did build fantastic software.<p>Specialist food marketplaces focusing less on fresh food and more on "artisan" food are another breed of food startups that I think have more milage (I should hope so, I work for one). Not working with shot shelf-life products or purely local producers could make all the difference. Without the nightmare of logistics with perishable stock I wonder if the likes of Yumbles (<a href="https://www.yumbles.com" rel="nofollow">https://www.yumbles.com</a>) and Caprera (<a href="https://caprera.com" rel="nofollow">https://caprera.com</a> - the startup I work for) will be able to avoid the pitfalls of GoodEggs.<p>I hope there is room for startups like these to succeed; with them, there's real potential to give independent producers a wider audience and really transform the kinds of foods we all have access to.