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Powering Farmers to Sell Direct


Barn2Door emerged from the idea that Farmers should profit more from the products they sell—without a middleman marking up prices. We know people are online 4+ hours and day and prefer self-service ordering (in as few clicks and as little time as possible). Further, we believe food should be as convenient to buy direct from local Farmers as it is to go to the grocery store or buy from an online grocer. We are passionate about powering Farmers’ online success, including one-click access for their customers to purchase anytime across web, social, and mobile.


By placing power back in the hands of Farmers, everyone wins.

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About Our Founder


An expert in food and technology, Barn2Door is built on Janelle Maiocco’s comprehensive knowledge and experience acquired over 20+ years in both industries. She has consulted with clientele ranging from venture-backed startups to Fortune 500 companies, for years travelled the country as a viral food blogger, and is a trained chef, food preservationist and urban Farmer.

Janelle is highly adept in go-to-market strategies, customer success, product management, brand development, digital media, the sales process, and team building. With agricultural roots and a long-time affair with quality food, she understands the local food environment, the realities of agriculture and the opportunity to substantially impact the food industry.

A visionary leader and driven entrepreneur, Janelle is fiercely committed to disrupting conventional food systems and uplifting “little agriculture.” She lives our core values each day, and believes wholeheartedly: by changing the game for small Farms everywhere, we will change the world.



 Guided by Our Core Values



It's never about us—it's about the Farmer. We are a "Farmer first" company. We work humbly behind the scenes to power Farms online.


We push ourselves daily to go further to help Farmers succeed. We are hungry to build software that will save Farmers time and make more money.


We persevere on a daily basis to help Farmers succeed online—to facilitate more sales and anytime, self-service ordering for their customers.


We love working together to move mountains (or manure piles?). There are ironic moments when marrying agriculture with technology!


We continually ask ourselves and our Farmers: “what more can we do to help?” We offer ongoing support to power each Farmers’ success.


We are guided by our belief in a better world. Above all, we are here because we care about Farmers, the food system and our planet.


We provide Farmers with the business tools they need to thrive.


 Who We Serve