Congrats to Janelle Maiocco and Chad Gray, the team behind Farmstr; the latest and final finalist to be announced for our upcoming PITCH Competition.

By Dana Rosenberg (PITCH Coordinator, Women 2.0)

Our online judges have been busy reviewing all of the PITCH applications, with our conference now just under a week away. PITCH Finalists will be competing on stage for prize packages that would make any entrepreneur swoon!

Today we are excited to announce our final, tenth PITCH Finalist Farmstr, a marketplace to help sustainable farmers, fishers and rangers sell reach local merchants.  Watch them pitch live and get feedback from top-shelf investors!



Farmstr is an online marketplace where sustainable farmers, fishers and ranchers sell directly to local customers through an easy-to-use transaction based platform that facilitates sales and relationships. Farmstr enables sellers to earn higher margins through an efficient, direct sales channel, and gives customers access to high quality local food for much less than it costs at the store. Thanks to Farmstr, small local producers can sell what they have, when they have it, to a growing customer base – and buyers have the flexibility and control to buy what they want, when they want it, from whom they want.

Examples of offers on the Farmstr marketplace include but are far from limited to: a dozen urban farm eggs, raw local honey, 1/8 share grass-fed beef, 5 lbs sustainable salmon, 20 lb box of mixed cuts of heritage pork, small bags of mixed peppers, or a 10 LB box of organic honeycrisp apples. [yum!]


Screen Shot 2014-02-06 at 9.16.04 AMJanelle Maiocco (Chief Executive Officer)

As a marketing consultant to food companies, coops, brands (12+ yrs), social media expert and food blogger (8+ yrs), Janelle has the business acumen and network to drive Farmstr’s success. Janelle grew up in an agricultural community, understands struggles of small farmers to directly access local customers. A trained chef and recognized food personality, Janelle’s chef/food/farm network and domain expertise make her ideal to lead Farmstr.

chadChad Gray (Chief Product Officer)

Technology entrepreneur, senior manager, and product engineer with 15+ years experience working in technology startups as both a strategic leader and individual contributor. Diverse experience building and managing engineering teams in product development, user experience, systems operations, and customer support. Possesses a passion for sustainable, high-quality food and has personal roots in an agriculture community.

Register for our San Francisco Conference Feb. 13th and 14th.


Dana Rosenberg (@DanaRosenbergis Director of Business Development at Rock Health. Prior to Rock Health, Dana led user acquisition, engagement, marketing and PR at HealthTap and was a consultant at Easton Associates, a healthcare strategy consulting firm.