The people
What they build
Open roles via the TechTO Job Board
Working at Fresh City
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On the TechTO stage
Every talk is searchable — ask the archive about Fresh City ↗
About
Fresh City started as a city farm and a delivery box: grow food inside Toronto, connect the people eating it to the people growing it, and get it to the door. What made it a company rather than a project was the roll-up. Goel, who had been a hedge fund and private equity lawyer at a large New York firm, structured and led six acquisitions — the 2019 merger with Mama Earth Organics created what the two companies described as Ontario's largest organic retailer, with roughly 80% of revenue online, and Mama Earth's Mary Graham became president of Fresh City. Goel told a TechTO Commerce audience in 2025 that for a business to succeed you have to be the business, and that knowing at the start what you know now would probably have stopped you.
Backers
Privately held; no venture rounds established here.
Quick answers
What is Fresh City?
A Toronto organic food business running a city farm, an online grocery and delivery service, and retail stores across southern Ontario.
What happened to Mama Earth Organics?
Fresh City and Mama Earth merged in 2019, creating what the companies said was Ontario's largest organic retailer with roughly 80% of revenue online. Mama Earth's CEO Mary Graham became president of Fresh City.
Who founded Fresh City?
Ran Goel, in 2011, after practising as a hedge fund and private equity lawyer at a large Wall Street firm.