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A farm throws away a great deal of perfectly good food, mostly because it is the wrong shape for a supermarket shelf, and a great deal of material besides that never had a market at all. NewAgeSysIT built Foogly to create three markets out of it: discounted fresh produce that fails retail appearance standards but eats perfectly well, compost and fertiliser made from farm by-products, and organic pet food made from surplus fruit and vegetables. Farmers list what they have and request a quote, customers browse and buy on mobile or the web, and orders go out by store pickup or delivery.
Farmer Side
Quote request, not a listing
Roles
Customers, farmers, admins
3
Saleable product categories created from one surplus stream
3
Roles served: customers, farmers, administrators
2
Ways to receive an order: store pickup or delivery
Material that previously earned nothing now has three routes to a buyer.
Foogly was founded by Kevin Speina, who holds a PhD in chemistry specialising in green chemistry. He developed the concept as part of a research project on food waste, then concluded that the answer was a business rather than a paper and converted it into a commercial platform.
That origin explains the shape of the product. Foogly is organised around waste streams rather than around shopping, which is why it splits farm surplus into three categories with three different buyers instead of running a single produce storefront.
The platform serves customers, farmers and administrators across mobile applications and a web application, with payments through Stripe and fulfilment by store pickup or delivery.
Foogly was delivered through NewAgeSysIT's eCommerce app development practice, where the hard part is rarely the shop front and almost always the model underneath it.
A significant share of what a farm grows never reaches anyone. Some of it fails retail appearance standards, which has nothing to do with whether it is good to eat. Some of it is by-product that no buyer exists for. And a grower has no practical route to sell any of it, because the distributors and retailers they normally supply want uniform produce in predictable quantities. So it is written off. The waste is not a logistics failure, it is a market failure: there is no buyer, because nobody built the place where that transaction could happen.
The insight the platform is built on is that farm surplus is not one thing. Produce that is misshapen but edible has a customer who wants cheap fresh food. Organic by-product has a customer who wants compost. Surplus fruit and vegetables have a customer who wants to feed their dog something better than kibble. Three different buyers, three different products, all coming from the same material that was previously thrown away. Building that into one platform meant supporting three product types that share a checkout but have very little else in common in how they are described, priced, stored or delivered.
Customers want to browse and buy. Farmers want to say what they have and find out what it is worth. Administrators need to manage the catalogue, price the produce, handle quote requests and see what the business is doing. Multi role ecommerce app development here meant three interfaces over shared data, with the farmer's experience in particular kept simple enough to be used by someone whose main job is farming rather than selling online.
The platform holds customer records, delivery addresses, farm details and transaction history, all of which has to be handled securely, and it was built to carry an increasing number of users without performance falling away as it grows. These are the two points the client raised directly and they are worth stating plainly rather than dressing up, because a founder reading this page is likely to be asking the same two questions about their own build.
Food waste is a market failure before it is a logistics one. The produce exists and is edible, and the reason it is thrown away is that no buyer has anywhere to meet the seller. Building that place is the whole product.
A waste stream is not one product. Foogly splits farm surplus into three saleable categories, produce for people, compost for soil and food for pets, each with a different buyer. Three revenue streams from one stream of material that previously earned nothing.
Who sets the price defines the platform. Foogly's farmers submit a quote request describing what they have, and pricing sits with the administrator. That makes it a managed marketplace rather than a storefront, which is a simpler proposition for a supply side whose main job is farming.
Keep the supply side's experience light. A farmer will describe what they have and wait for a number. A farmer will not maintain a product catalogue, manage inventory and optimise listings, because that is somebody else's job description.
When stock is surplus, it is short lived and unpredictable, so notifications are inventory management rather than marketing. Telling customers what has just arrived is how the produce clears before it spoils.
If you are building a marketplace for a category nobody currently trades in, NewAgeSysIT has done it across mobile and web with payments, quoting and fulfilment built in.
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Surplus produce marketplace app development for Foogly organises everything into three categories. Produce items are discounted fresh fruit and vegetables, including stock that does not meet the appearance standards of conventional retail but is perfectly good to eat. Upcycling products cover fertiliser and compost made from farm by-products and waste material, returning nutrients to the soil rather than to landfill. Pet food items are organic products made from surplus fruit and vegetables, drawing on the same work we do across pet care and pet product platforms and applying it to material that would otherwise have gone to waste. Each category gives a different buyer a reason to purchase something that previously had no market.
A farmer registers, creates a profile and then lists what they have available for trade by type and quantity, submitting it as a quote request rather than publishing a fixed price listing. Quotes come back through real time notifications in the app. The design keeps the farmer's side deliberately light: describe what you have, find out what it is worth, agree the trade. For a supply side made up of people whose main work is growing food, that is the difference between a platform they use and a platform they mean to get around to. Handling a supply side that does not think of itself as a set of online sellers is the part of two sided marketplace development that decides whether the model works at all.
Customers register in two steps with a phone number and a delivery address, browse across the three product categories, and add to a cart. At checkout they choose store pickup or delivery, and pay through an integrated Stripe gateway. Keeping registration to two fields matters in this category: a customer arriving to buy discounted vegetables will not work through a long sign up to do it.
Administrators manage the produce catalogue, including categories, individual products, cost, images and gifts, and manage both customer and farmer profiles. They review incoming quote requests from farmers, handle orders through to fulfilment, and run earnings, inventory and sales reports. The administrator's platform was delivered as custom web app development, carrying the catalogue, pricing, quote handling, order management and reporting that keep the marketplace running. This is the operational centre of the platform and it is where the pricing decisions are made.
Real time notifications carry offers and discounts from the admin panel out to customers, and quote responses back to farmers. In a category where stock is surplus, availability changes daily and is often short lived, being able to tell customers what has just come in is not a marketing extra, it is how the inventory clears before it spoils.
React Native mobile app development delivered the customer and farmer applications from a single codebase, alongside a Next.js web application, over a NestJS backend with MongoDB and a relational database, with Stripe handling payments.
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Foogly built three markets out of farm waste, across mobile and web, with quoting, payments and fulfilment in one platform.
Product Categories
Three
Fulfilment Options
Pickup or delivery
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| Layer | Technology |
|---|---|
| Mobile Applications | React Native |
| Web Application | Next.js |
| Backend | NestJS |
| Document Database | MongoDB |
| Relational Database | CONFIRM DATABASE |
| Payments | Stripe |
| Shipping | USPS |
| Location Services | Google Places API |
| Notifications | Twilio SMS and email |
| Cloud and Infrastructure | CONFIRM PROVIDER |
Three product categories with different storage, pricing and delivery characteristics share one catalogue and one checkout, which is where most of the backend complexity sits.
| Phase | Key Output |
|---|---|
| Requirement Gathering and Ideation | Three product categories defined, quote request model agreed, role structure scoped |
| Prototyping and Design | Customer, farmer and admin journeys designed over shared catalogue data |
| Development | React Native apps, Next.js web, NestJS backend, quote workflow, Stripe checkout, admin catalogue and reporting |
| Testing | Cross role testing, quote flow, payment and fulfilment validation |
| Deployment and Post Launch | Google Play release, ongoing maintenance |
The decision that shaped everything after it was settling the three category structure during requirements rather than treating it as a catalogue detail. Produce, compost and pet food differ in how they are described, priced, stored and delivered, so a data model built for one of them and extended to the other two later would have needed rebuilding. UI/UX design then ran as three role journeys over that shared catalogue, with the farmer's side deliberately the lightest of the three.
| Role | Responsibilities |
|---|---|
| N × Project Lead | Requirement sessions with the founder, scope, milestone tracking |
| N × React Native Engineer | Customer and farmer mobile applications |
| N × Frontend Engineer | Next.js web application and admin panel |
| N × Backend Engineer | NestJS API, catalogue and pricing model, quote request workflow, Stripe integration, reporting |
| N × UI/UX Designer | Three role journeys, three category browsing experience |
| N × QA Engineer | Cross role testing, quote and order flow, payment validation |
A marketplace whose catalogue has to hold three product types with different handling, and whose pricing sits with an operator rather than a seller, needs engineers who will get the data model right before anyone designs a screen. Teams can be extended with that profile through our IT staff augmentation services, which place vetted engineers into an existing product team under the client's own sprint direction.
Foogly gives a farm three ways to sell material it previously wrote off: as discounted fresh produce, as compost and fertiliser, and as organic pet food. The platform is live on the Google Play Store, with customers buying across all three categories and farmers submitting produce for trade through the app.
| Segment | Before | After | What Changed |
|---|---|---|---|
| Farmers, produce | Surplus and imperfect stock written off | Listed for trade and sold as discounted produce | A buyer exists for food that had no route to market |
| Farmers, by-product | Waste material with no buyer | Sold into compost and fertiliser production | A second revenue stream from the same waste |
| Farmers, selling | No practical route to individual buyers | Quote request in the app, response by notification | Selling direct without becoming an online seller |
| Customers | Fresh produce at full retail price | Discounted produce, compost and organic pet food in one shop | Cheaper fresh food, and two products that barely existed as a category |
Catalogue, checkout and fulfilment for retail and marketplace platforms.
Admin platforms and operational systems behind consumer products.
Related case study, a two sided marketplace with vendor onboarding and in-app payment.
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