Full Harvest

# Full Harvest: Digitizing the Produce Supply Chain

High-Level Overview

Full Harvest is a B2B marketplace technology company that connects farms directly with food and beverage companies to buy surplus and imperfect produce.[1] Founded in 2015, the California-based company addresses one of agriculture's most persistent inefficiencies: the disconnect between growers with unmarketable produce and buyers seeking cost-effective sourcing solutions.[1][2]

The company's core value proposition operates on a triple win: farmers gain incremental revenue from produce they've already grown, commercial buyers reduce sourcing costs by 10-20% and sourcing time by up to 95%, and the environment benefits from reduced food waste and water consumption.[3] To date, Full Harvest has sold over 115 million pounds of produce, prevented 4 billion gallons of water waste, and avoided 20 million kilograms of CO2 emissions.[3] The company recently closed $8.5 million in Series A funding led by Spark Capital and is recognized as a Forbes Top 25 Innovative AgTech startup.[1]

Origin Story

Full Harvest emerged from founder and CEO Christine Moseley's frustration with inefficiencies in the food supply chain while scaling Organic Avenue, a cold-pressed juice company.[5] Moseley observed that the company was forced to purchase expensive, cosmetically perfect produce only to immediately process it—a model that drove up costs and contributed to food waste.[5] This insight sparked her vision: what if technology could connect the 96% of the produce industry still operating offline, enabling farms to monetize surplus and imperfect produce while helping buyers access affordable inventory?[2]

Moseley brings substantial credibility to the venture, with over 15 years of experience in logistics and food at Fortune 100 companies (Maersk, P&G) and high-growth food startups.[2] She has been recognized as one of Inc.'s Top 100 Female Founders and Fortune's #2 Most Innovative Woman in Food & Drink, as well as a World Economic Forum SDG Champion.[2]

Core Differentiators

• First-mover advantage in digitization: Full Harvest operates in a largely untapped market where the produce industry remains up to 96% offline, giving the company a structural advantage in bringing supply chain transparency to an analog industry.[2]

• Instant transparency and speed: The marketplace provides commercial buyers with complete visibility into a nationwide network of growers, enabling purchasing decisions in minutes rather than days or weeks through traditional channels.[2]

• Expanded product scope: While initially focused on surplus and imperfect produce, Full Harvest has expanded to include all USDA Grade 1 produce, positioning itself as a comprehensive sourcing solution rather than a niche player.[5]

• Measurable impact: The company has demonstrated tangible results—increasing some farms' profit per acre by up to 12% while delivering significant cost savings and time reductions for buyers.[3]

• Strategic partnerships: Full Harvest has partnered with major brands like Danone North America to launch products specifically built around rescued produce, validating the model at scale.[3]

Role in the Broader Tech Landscape

Full Harvest sits at the intersection of three powerful trends: the digitization of legacy industries, the rise of sustainability-driven business models, and the growing pressure on supply chains to improve efficiency and transparency.

Agriculture remains one of the least digitized sectors of the global economy, creating a massive opportunity for technology platforms that can reduce friction and unlock value.[2] Full Harvest's timing is particularly advantageous as corporate sustainability commitments have become table stakes for major food and beverage companies, making sourcing solutions that reduce waste and carbon footprint increasingly valuable.[3] The company also benefits from broader investor appetite for climate tech and circular economy solutions, as evidenced by its Series A funding from prominent venture capital firms.

Beyond its direct impact, Full Harvest is helping reshape how the produce industry thinks about value. By proving that "imperfect" produce has significant commercial value, the company challenges the cosmetic standards that have driven waste for decades and demonstrates that sustainability and profitability can be aligned.

Quick Take & Future Outlook

Full Harvest is well-positioned to become the dominant B2B marketplace for produce sourcing, particularly as food companies face mounting pressure to demonstrate supply chain sustainability. The expansion beyond surplus and imperfect produce into all USDA Grade 1 categories signals ambitions to become the primary sourcing platform for the entire industry—a shift that would fundamentally reshape how produce moves from farm to buyer.

The company's next phase will likely focus on deepening regional penetration (it currently operates in three regions), expanding its buyer base among mid-market and enterprise food companies, and potentially building adjacent services like logistics optimization or sustainability reporting.[3] As the produce industry continues its inevitable digitization, Full Harvest's early-mover position and proven unit economics make it a critical infrastructure player in the future of food supply chains.