Lofoodal delivers locally grown food to the consumer. The farmers post inventory to the site, value-adders deliver the food, and the consumer purchases. It's  a shared economy site, like Etsy or Airbnb.
It serves another useful purpose in that people earn money. Food production and delivery will be conducted by individuals who opt into the system and choose a role. These people will be paid and Lofoodal also earns a percentage.