Cover of Madison Magazine's January 2021 issue with a nurse wearing a face shield and mask

Innovation is a monthly column in Madison Magazine covering startups, entrepreneurism, and innovative ideas coming out of Dane County, Wisconsin.

Other Recent Articles

When Safer at Home Isn’t

When Safer at Home Isn’t

Dear Sully

Dear Sully

No Time To Waste

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Live Your Best Life 12 Resolutions To Make This Your Best Year Yet

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You Don’t Need to Leave Your Hometown to Start a Great Business

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What Nurses Know About Opioids

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Campus Sexual Assault

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Nursing Behind Bars

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Soldiering On

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Muslim in Madison

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Out of the Shadows: Undocumented Latino Immigrants in Madison

Out of the Shadows: Undocumented Latino Immigrants in Madison

Profile John Gottman, UW-Madison alum and renowned relationship expert

Profile John Gottman, UW-Madison alum and renowned relationship expert

UW-Madison’s storied Gender and Women’s Studies Department celebrates 40 years

UW-Madison’s storied Gender and Women’s Studies Department celebrates 40 years

Homelessness in Madison, Wisconsin

Homelessness in Madison, Wisconsin

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UW-Madison Law School Responds to the Tony Robinson Shooting

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Collegiate Recovery in Madison

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Madison Mothers React to Tony Robinson Shooting

Wheeling and Dealing

Wheeling and Dealing

Community Response to the Heroin Epidemic in Dane County

Community Response to the Heroin Epidemic in Dane County

Lilada Gee and African-American Sexual Abuse Survivors

Lilada Gee and African-American Sexual Abuse Survivors

Local Sourcing Made Easy

FoodChain arrives to connect growers and buyers

Madison Magazine monthly Innovation column, August 2020

Magazine opened to page with article called When Safer at Home Isn't

 

When the University of Wisconsin–Madison’s Discovery to Product program mentioned FoodChain as an example of a recent success story, I was intrigued. How our traditional, factory-farm-dependent food system works (or doesn’t) has always interested me. It seemed like that’s what FoodChain, a digital solutions startup, had set out to disrupt with its simple but powerful concept: offering an online marketplace where local grocers, restaurateurs and corporate campuses can buy directly from local farmers and producers.

So I called the startup’s founders — recent college graduates Jake Levitt and Ben Winters. This was in March, just days before Wisconsin’s Safer at Home order took effect. Levitt and Winters were working out of StartingBlock and FEED Kitchens with 25 producer accounts representing 60 local farms.

To continue reading please pick up the August 2020 issue of Madison Magazine at area newsstands, or click through to the online version here.

—Maggie Ginsberg is an associate editor at Madison Magazine and a long-time award-winning freelance writer. Innovation is her monthly column for Madison Magazine focused on startups, entrepreneurism and innovative ideas coming out of Dane County, Wisconsin.

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