[jordank]

A couple more points here:

1. A lot of people who care about organic and farm-to-table ethos already live in areas with significant market coverage. Those people will tend to have existing behaviors — GoodEggs sought to displace these. This can be hard if existing players do good-enough job.

2. The paradox of some delivery services is that the people who need them most are sometimes the most economically unviable customers (because they are geographically spread out, because they are lacking in funds or both).