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Benzi Ronen thinks that the supermarkets’ time is up. And his company is just the thing to speed up its demise. 本齐·罗内恩认为超市的时代即将结束，而他的公司正是加速其消亡的催化剂。 “Our goal is to make the supermarket obsolete from a fresh perspective,” Ronen says. 罗内恩表示：“我们的目标是以生鲜为卖点，让超市变得过时。” Farmigo, his five-year-old 30-employee startup, sells produce and other products like milk and cheese purchased directly from farmers for 10%-20% less than equivalent grocery store items. He does it by shrinking the supply chain, essentially taking out the middleman. Users place an order online; the order is fulfilled by a farmer who transports it to a centralized packing hub; and then Farmigo delivers it to community drop-off points for the customer to pick up. This all happens within 48 hours. 他5年前创建的Farmigo公司现拥有30名员工。这家公司出售直接从农民处购买的农作物和牛奶、乳酪等产品，售价比杂货店的均价低10%到20%不等。其奥秘在于缩短了供应链，特别是去掉了中间环节。用户直接在网上下单，农民将产品送到中转站集中包装，Farmigo公司再将包裹送到社区配送点，顾客从那里取走包裹。这一切都在48小时之内完成。 “We don’t have a retail store,” Benzi explains. “We get rid of all of that. We source just in time.” That means there’s no waste and produce is brought directly from harvest. | 
