Founder Feature: Anina von Haeften - Farm to People
This month, FEMINIST linked up with Farm to People founder, Anina von Haeften, to discuss the power of community, the importance of transparency in food marketing, and her organization’s commitment to a fairer food system. We are grateful to Farm to People for nourishing our first dinner salon with Chef Sophia Roe.
Farm To People delivers the farmer’s market straight to your doorstep in NYC. Their mission is to make it easier to eat well at home by curating farm shares and a marketplace with the best seasonal, local produce, sustainable meat and fish, and ethical grocery staples.
FEMINIST caught up with Anina von Haeften to dive deeper into her mission of making quality food accessible to all, read the interview below.
If you are based in the tri-state area of the US, you can shop with Farm to People with this special offer! ⭐️ For $15 off your first order, use code: FEMINIST
How do you use your power to empower your community?
A: Empowering our community with transparency about food sources has always been a core value for us. We believe in providing our customers with valuable insights into the origins of their food, enabling them to make informed choices about where they invest their food dollars. Many of our customers have expressed gratitude for introducing them to a diverse range of foods they hadn't previously considered cooking with. Encouraging the consumption of various foods not only promotes personal health but also benefits farmers through crop rotation practices.
We also prioritize educating our community about the reasons certain foods may appear less than perfect; for instance, a crop with some bug holes can actually be a sign of a healthy, pesticide-free vegetable, an important lesson in understanding the true nature of food.
Three words to describe what it feels like to be a founder to you…
A: Grit, Perseverance, Patience
What is your personal mantra?
A: Whether you think you can, or you think you can't — you're right.
Tell us about the problems you saw first hand in the food industry that inspired you to create Farm to People?
A: During high school, my summer job was working on a small organic farm in upstate NY. It was there that I gained firsthand insight into the immense time and dedication required at every stage of growing a single plant, from seedling in the greenhouse to field planting, ongoing maintenance, and finally, the harvest. Even after all this hard work, the farmer's job didn't end there; they still had to worry about selling the produce, often transporting it to markets with the hope it would all be sold. Farmers, I realized, are not only stewards of the land but also skilled entrepreneurs. It's arguably the toughest job out there and deserves more recognition.
This experience profoundly deepened my appreciation for food grown the right way. However, when I moved to New York City after having such close access to high-quality food, I felt a stark disconnect. With limited time and resources, I found it challenging to maintain the same food standards. Even stores like Whole Foods seemed to market their products with buzzwords like "organic," but I wondered if most people truly understood what that meant. Much of the organic food found in large grocery stores often comes from distant places where it's easier and cheaper to produce, even though it may still involve monoculture farming practices that don't regenerate the soil, leading to less nutritious and flavorful produce.
I witnessed formidable hurdles small-scale farmers faced when trying to compete with larger, industrial food producers. This glaring disparity troubled me deeply.
‘Food is Justice’ is a phrase that is entering the mainstream dialogue, what does that phrase mean to you?
A: It signifies that the way we produce, distribute, and consume food has profound implications not just for our health, but for our society as a whole. It's a reminder that access to good, clean, and fair food should be a fundamental human right, not a privilege.
To me, "Food is Justice" means addressing the systemic issues in our food system, like food insecurity, unequal access to nutritious options, and the exploitation of food workers. It means advocating for food policies that promote equity, sustainability, and social responsibility. This phrase reminds us that our food choices have far-reaching consequences, from the welfare of farmers and farmworkers to the well-being of our communities and the health of our planet.
It's a call to action to make choices that not only nourish our bodies but also contribute to a more just and equitable world.
You are on a mission to build a fairer food system, what does that look like in practice?
A: In practice, it starts with reevaluating our entire approach to food. It means valuing and supporting local and sustainable agriculture, ensuring that farmers receive fair compensation for their hard work. It also entails rethinking the way we distribute food, reducing food waste, and addressing the inequities in access to fresh, nutritious options in underserved communities.
A fair food system means transparency in labeling and marketing so consumers can make informed choices about what they eat. It also involves reforming food policies to prioritize public health and sustainability over corporate interests. The heavy subsidization of corn and soy, often diverted toward animal feed and biofuel production instead of directly supporting crops for human consumption, underscores a significant challenge within our food system. This practice, driven by corporations aiming to maximize profits by selling processed food and inexpensive meat, has led to a troubling status quo. It's essential to recognize that sustainable, responsible food production, which prioritizes land stewardship and fair wages, comes with higher costs. Yet, as consumers, we've become conditioned to prioritize the cheapest options without considering the far-reaching consequences of "cheap food" on our supply chain.
Our commitment to fairness begins with equitable compensation for farmers and producers, enabling them to cultivate and create food the right way. When you choose to shop with us, close to 50 cents of every dollar goes directly to the producer, a significant contrast to the meager 15 cents that typically reaches them through an average grocery store.
Ultimately, it's about fostering a deeper connection between people and their food, encouraging cooking at home, and a greater appreciation for the origins of what we eat. It's a shift toward a more conscious and ethical food culture that benefits everyone, from the farm to the table.
We love that you have a community space in Brooklyn for people to gather. What have been some of your favorite events? Anything to shout out coming up?
A: Some of my most cherished events have been the panels. These food discussions are incredibly informative and inspiring, especially the "The Future Of Food" panel featuring Dan Barber, Larissa Zimberoff and Malaika Spencer.
Our Chef pop-ups are also so fun as they showcase the unique ways each chef approachescrafting seasonal dishes. We have some exciting ones on the horizon, including the SamahDada pop-up, Trevor Joyce (anchovytrove) pop-up, and Rob Li pop-up (broccoliraab_).
Tell us about your give back program addressing food waste
A: For starters, our model centered around subscription farm boxes and seasonal eating is driven by technology that limits food waste in a way grocery stores do not. We average less than 1% while grocery stores toss 5-10%. We utilize consumer demand trends and farmer supply data to place our orders and help our farm partners crop plan. Because of this, we manage to keep our food waste very low. With the small amount of waste we have we partner with community organizations to give leftover food to those in need such as Rethink Food and Woodbine Community Center. We also give leftover food to our employees as well as put it in our community fridge right outside our warehouse.
For those reading interested in learning more about the food system, farming and ways to be involved how / what would you recommend they check out in their journey?
A: Few experiences compare to actually spending time on a farm and immersing yourself and getting your hands dirty. Just talking to farmers is incredibly enlightening and insightful. However, in New York, such opportunities can be rare. Brooklyn Grange rooftop farm provides workshops and volunteer chances for those eager to connect with agriculture.
At Farm to People, we offer a Work Membership program for individuals seeking to engage more deeply with the food supply chain.
And of course reading is always a good way to learn more. Some books I have found very insightful are Raw Deal by Chloe Servino, The Third Plate by Dan Barber, The Omnivore's Dilemma by Michael
Pollen.
Finally, What does Being a feminist mean to you?
A: Feminism involves challenging the irrationality of a world where opportunities, pay, and rights are distributed unfairly. It's a commitment to rejecting outdated norms and resisting baseless stereotypes and limitations imposed on certain individuals.
Importantly, feminism extends beyond the experiences of women. It's about dismantling these constraints for everyone, regardless of their gender identity. Recognizing that gender equality benefits society as a whole.
