Barn2Door

Barn2Door provides a vertically focused commerce platform for independent farms, ranches, fisheries and other food producers that sell directly to consumers and wholesale buyers. The product set spans an online store spanning web, mobile, social and email channels, an in-person point-of-sale system with real-time inventory sync to the online store, sell-by-weight pricing, subscription/box programs, order and inventory management, pick-and-pack lists, automated labels, receipts and invoices, email and accounting integrations, routing integrations and tax tools [0][2][4].

Alongside software, the company sells services intended to support farm operations and marketing: farm websites, logo design, a marketing toolkit, email newsletters and campaign automation, onboarding managers, dedicated account managers, coaching, Barn2Door Academy classes, office hours, a learn center and delivery-as-a-service on the top tier [2][4]. Barn2Door also acts as the merchant of record layer for farms, providing a merchant account, transaction and fraud monitoring, automated code scanning, buyer dispute handling, KYC audits and cyber-security insurance coverage [4].

The company states its mission as empowering independent farmers who prioritize soil, animal and human health, positioning its infrastructure as support for a decentralized food system and local food economy [3].

Founding story

Founder Janelle Maiocco, who holds an MBA and a culinary degree and grew up in a Pacific Northwest farming community known for dairies and berries, worked in Seattle startups and food-tech companies. As an urban farmer and mother she found sourcing local farm food through listservs and volunteer loops cumbersome and observed family farms struggling against large grocers, industrial agriculture and the shift to online shopping. She founded Barn2Door in 2015 to help farmers sell directly to their communities and bypass costly supply chains and commodity sale barns [3][7].

Business model

Barn2Door sells subscription plans to farm businesses tiered by farm size, order volume and customer base, with services and support bundled at higher levels [4].

Recurring software subscriptions are priced at $119/month (Entrepreneur), $159/month (Business) and $299/month (Scale) on annual billing, each with a one-time set-up fee of $399, $499 and $599 respectively; payment processing is charged at a fixed 2.9% + $0.30, and merchant support fees decline as a farm's annual gross transaction volume grows. Add-ons include point-of-sale devices at $59 per device (reimbursed for farms accruing $1,000 in sales within six months of purchase), Barn2Door Academy classes at $99 each, a marketing toolkit at $39/month and a custom farm logo at $499 [4].

Traction

The company reports more than $250 million of farm products sold through the platform, thousands of farms across protein, produce and dairy categories, and over 1 million buyers across all 50 states; its pricing page cites 1,000+ farms serving 1M+ buyers. Reported customer outcomes include 20-30 hours saved per month, 3x or greater increases in online order value and 30-50% profit margin increases from selling direct. Barn2Door also states it prevented more than $500,000 in fraud for farms over the preceding 12 months [0][2][4][5].

Latest developments

The company operates a three-tier subscription lineup (Entrepreneur, Business, Scale) with add-ons including a point-of-sale device program, delivery-as-a-service on the top plan, and merchant support services with volume-based fee reductions [4].