Responding to supply chain inefficiencies in produce and protein industry along with increasing demand for local food (sales will increase to $8b in 2012 from $4.8b in 2008). “Localicious” developed unique “live” purchasing & inventory system, a “virtual food hub” to source local food. Farmers generate greater margins. Consumers pay less. A wheat farmer receives 6 cents of a dollar spent on a loaf of bread - approx. the cost of wrapping.