markta: Digital farmers' market becomes a regional shopping experience in Alsergrund!

Shopping is only sustainable if it is good for people, animals and the environment. This is the vision of markta, a store for sustainable regional farm products. What began as an online store has now developed into a farmers' market in the heart of Vienna. 

A business that makes a difference - for consumers, for the local economy and for the environment 2013, that was the idea behind markta, Austria's first digital farmers' market. In 2017, the newly founded company headed by Theresa Imre and Julian Hödlmeyer jumped on the rapidly growing trend of online food sales and made high-quality organic products available at the click of a mouse. Products could be selected, placed in the shopping cart and the order paid for and were then delivered directly to the consumer's doorstep in the shortest possible time. 

In recent years, markta has made an important contribution to the food system with its innovative idea and high level of commitment, promoting interest in sustainability and local retail and finding its place in the lives of Austrian consumers - but now in analog form instead of online!

Since July 2023, customers have been able to find the high-quality regional products they know and love at the local branch. The markta branch in Vienna's ninth district offers residents and passers-by the opportunity to find out more about the team's philosophy, its farmers and its products. In this way, markta not only brings fresh farm quality to the heart of the city, but also breaks through the anonymity of the food trade. In addition to information, tastings and workshops are also held there, with the same aim of overcoming the distance between consumers and producers. The team is planning to open the second analog farmers' market next fall, which will certainly not be the last in Vienna!

In 2024, the team made the conscious decision to discontinue the online store for the time being and limit sales to regional stores. Expectations of faster delivery and cheaper products in the online business were no longer in line with markta's own values such as sustainability, regionality and fair prices for farmers and customers. A courageous decision for the benefit of fair conditions for partnerships with small regional businesses.

However, the founding duo is not yet completely writing off the online market. After all, the way markta has used modern technology to create proximity and awareness is becoming increasingly important for consumers, especially in times of crisis. "The pandemic has shown how quickly our purchasing behavior can adapt. Digitalization enables efficient decentralized distribution and logistics channels for small and family businesses while providing consumers with more information and transparency," explains Theresa Imre. Over the next few months, many things will be tried out to reposition the company online.

But one thing is already clear: we can look forward to new online subscription models - and until then, you can shop locally!