You can be on Entrepreneur’s cover!

Hatchery, a Subscription Service for Foodies, Adds a Marketplace to Its Model Merchants selling on the ecommerce platform get national exposure for their local, artisanal food products, like Dark Chocolate Malted Fudge and Chile Red Pepper Tapenade.

By Catherine Clifford

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

The Hatchery

Hatchery is the latest in a series of ecommerce speciality retailers to add an online marketplace to its subscription service. Hatchery's move mirrors steps taken by similar companies such as Birchbox and BarkBox.

Founded in Jan. 2013 and headquartered in South Florida, Hatchery offers a monthly subscription service whereby customers are sent a package of artisanal, local food items such as jams, honeys, oils and sauces produced independently by small makers. In the new marketplace, consumers can buy whatever products they want. It's your local green market or farmstand -- but online.

The story behind each product is what makes Hatchery stand out. For example, if you shop for Chipotle Pumpkin Ketchup, you will find a full rundown of the ingredients and advice on what to pair it with, as well as information about the local company that made it. Or, for example, if you find yourself checking out the Farmstead Goat's Milk Caramel, you can read about the Fat Toad Farm in Brookfield, Vt., where 60 goats get milked twice a day.

Image Credit: Hatchery

Related: Why These Ecommerce Front-Runners Are Building Brick and Mortar Stores

While the marketplace is just officially coming out of beta today, there are already more than 1,000 makers waiting to get their products on the site. Hatchery founder Max Friedman, says companies have a better opportunity to showcase their product on the marketplace than at large, brick-and-mortar stores, where they have to pay to get prime shelf space and marketing. Prior to launching Hatchery, Friedman owned a product development agency where he launched 50 plus brands, a large portion of them food related.

"I think the [large retailers] are, in a way, taking advantage of these small businesses who they know ultimately won't succeed, but they do require them still to invest into their marketing models, which doesn't make sense," he says.

Related: This 29-Year Old Tailor Is Relentlessly Working to Overhaul the Menswear Fashion Industry

By contrast, Hatchery buys product at wholesale prices and that's it. Full stop. The storytelling, marketing and packaging that The Hatchery come at no extra charge to the merchant.

Hatchery has two warehouses, one in Nevada and another in Connecticut, where it stores product and ships from. So far, the team of almost 20 full-time employees has been operating with money from an angel investor and its own revenue. It's just breaking even. The startup is in the process of raising capital.

For Friedman, the goal is not only to build a successful business of his own, but to empower other entrepreneurs to do the same. "It's all for the makers we work with. And when we hear from them that they are finding success and that they are considering leaving their full-time job and focusing on their craft and their art full time, those are the things we work for," he says. "We have heard a lot of that, and that is why we are moving forward."

Image Credit: Hatchery

Related: Rue La La Founder's Next Venture: Luxe Italian Shoes at Bargain Prices

Catherine Clifford

Senior Entrepreneurship Writer at CNBC

Catherine Clifford is senior entrepreneurship writer at CNBC. She was formerly a senior writer at Entrepreneur.com, the small business reporter at CNNMoney and an assistant in the New York bureau for CNN. Clifford attended Columbia University where she earned a bachelor's degree. She lives in Brooklyn, N.Y. You can follow her on Twitter at @CatClifford.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.

Travel

Save on Business Travel with Matt's Flight's Premium, Only $80 for Life

This premium plan features customized flight deal alerts and one-on-one planning with Matt himself.

Science & Technology

Here's One Reason Urban Transportation Won't Look the Same in a Decade

Micro-EVs may very well be the future of city driving. Here's why, and how investors can get ahead of it.

Health & Wellness

Do You Want to Live to Be 100? This Researcher Has the Answer to Why Longevity is Not a Quick Fix or Trendy Diet

Ozempic, cold plunges, sobriety and the latest health fads are not what science reveals will help you live a longer and healthier life.

Data & Recovery

Better Communicate Data with Your Team for $20 with Microsoft Visio

Visio features a wide range of diagramming tools that can support projects across all industries.