It all started with one truck—one truck and the idea that bringing fresh, healthy foods into Philly communities was just a question of coordination. For Haile Johnston and his wife, Tatiana Garcia-Granados, founding Common Market was the logical solution to solve the food access issues they saw in the communities around them.
“The core of Common Market is selling to schools and hospitals,” said Johnston. “Historically, they have been the hardest institutions to reach. They serve the most vulnerable population. That’s why we focus on partnering with schools and hospitals.”
Their food hub business model connects local farmers in the rural Mid-Atlantic region with wholesale customers in urban areas. In their first year, Common Market worked with only a dozen farmers and had 22 customers, but they kept growing—adding trucks and building relationships with local family farms and institutional buyers in urban communities.