What Pasture and Plenty does

Pasture and Plenty is a single-location, farm-to-table food business headquartered in Madison, Wisconsin, founded in 2017 by Christy McKenzie. The company combines a weekly meal kit subscription service, a deli/café, and a catering operation, sourcing ingredients from a network of more than 50 local Wisconsin farms and producers. Beyond its core meal kit program, which prices subscriptions between $50.50 and $170.75 per week, the company operates farm-to-freezer prepared meals, a locavore pantry retail line, adult beverages, event hosting, physical space rental, and gift certificates as parallel revenue channels. The company employs 11-50 people and diverts approximately 1,000 pounds of compostable material weekly (over 25 tons annually) as part of its operational workflow.

The business is privately held and founder-owned, with no external funding disclosed. Its technology stack is operationally standard — a subscription e-commerce front end over a physical food production and retail operation — with no proprietary platform, AI/ML components, or differentiated software assets referenced in available information. The culinary program is led by Chef Felipe Saint-Martin, whose Michelin-starred Gramercy Tavern pedigree anchors the brand's premium positioning. The company also operates P&P Makeshop, an in-house incubator platform supporting BIPOC and woman-run food businesses, which functions as both a community engagement asset and an incremental supplier pipeline. The business experienced a forced COVID-19 closure in March 2020 and reopened in spring 2022 with a deliberately broadened multi-channel model.

Revenue mechanics are diversified across recurring subscriptions, transaction-based deli and retail sales, project-based catering and event contracts, and ancillary rentals. Go-to-market is local and direct, relying on Madison-area brand recognition, farm relationships, and in-person retail traffic rather than national marketing or distribution partnerships. Customer concentration is structurally low given the consumer-facing, multi-channel mix, though the single-location footprint caps total addressable market at the Madison metro scale.

Name

Pasture and Plenty

Website

https://pastureandplenty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Pasture and Plenty operates a Madison, Wisconsin farm-to-table food business combining a meal kit subscription service, deli/café, and catering operation, sourcing ingredients from 50+ local Wisconsin farms and serving Madison-area consumers and event clients.

Ownership category

akta.pro rank

Product category

Meal Kit Subscription Service

NAICS

Caterers (722320)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Farm-to-Table & Contemporary American Restaurants (THAFACAF)

akta.pro secondary industries

Drop-Off Catering & Boxed Meals (HSACAGAB), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Meal kit delivery
• Farm-to-table catering
• Prepared meal subscription
• Local food retail
• Specialty food service

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Meal Kit Subscriptions: Weekly meal kit subscriptions serving 1, 2, or 4 people. Each kit includes 3 chef-prepared meals: one cook kit, one farm-to-freezer, and one ready to heat-and-eat meal. Subscriptions renew automatically every 4 weeks with $35 sign-up fee.
2. Catering Services: Business and private event catering including boxed lunches, platters, and custom menus. Requires 48 hours notice. Delivery available for $25 fee (waived for orders of 12+ within 6 miles).
3. Farm-to-Freezer Products: Frozen prepared meals, soups, sauces, pasta, and baked goods sold individually for takeaway. Order by midnight Sunday for Monday delivery.
4. Locavore Pantry Retail: Retail sales of locally sourced pantry items including cheeses, meats, oils, vinegars, coffees, produce, eggs, baked goods, and home goods.
5. Adult Beverages: Curated selection of wines, beers, ciders, seltzers, and cocktails for purchase with ID required, pickup only.
6. Café and Deli: Dine-in and takeaway everyday eats including deli items from 9am-7pm Tue-Fri and 9am-2pm Sat. Kitchen prepared items until 2pm.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Pasture and Plenty is a Madison, Wisconsin-based meal kit subscription service and farm-to-table deli and catering company. The core offering is a weekly meal kit subscription delivering three chef-prepared meals—one cook kit, one farm-to-freezer frozen meal, and one ready-to-heat meal—to households of 1, 2, or 4, complemented by an on-site café, grab-and-go frozen meals, locally-sourced pantry retail, lunch and private event catering, custom cakes, and cooking classes.

Product overview

Pasture and Plenty is a meal kit service and farm-to-table deli and catering company operating as a single-location food business in Madison, Wisconsin. The core offering is a weekly meal kit subscription program that delivers three chef-prepared meals: one cook kit, one farm-to-freezer (frozen) meal, and one ready-to-heat meal. These meal kits are complemented by an on-site café (Everyday Eats), a farm-to-freezer grab-and-go frozen meals section, a Locavore Pantry marketplace with local goods, adult beverages, Farm + Kitchen Shares (CSA-style partnerships), lunch catering, private event catering, custom cakes, event programming, and a kitchen incubator (Makeshop). The company emphasizes local sourcing from Wisconsin farmers and producers, eco-friendly reusable packaging, and community engagement through composting partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Weekly Meal Kits Weekly subscription delivering three chef-prepared meals (one cook kit, one farm-to-freezer, and one ready-to-heat-and-eat meal) for households of 1, 2, or 4 in omnivore or vegetarian options, with home delivery or pickup on Mondays.
• Farm-to-Freezer Meals Grab-and-go frozen meals made from local, seasonal ingredients, including vegetarian soups and stews, omnivore soups, pasta and sauces, vegetarian and omnivore prepared meals, baked goods, and partner sweets, available by midnight-Sunday-for-Monday-delivery.
• Everyday Eats (Café & Deli) Farm-to-table deli and café offering dine-in and takeaway items Tuesday through Friday (deli 9am–7pm, kitchen 9am–2pm) and Saturday 9am–2pm, using locally-sourced Wisconsin ingredients.
• Locavore Pantry & Home Goods Retail selection of locally-sourced pantry items including bread, eggs, cheeses, meats, oils and vinegars, spices, chocolates, honey, maple syrup, plus home goods, candles, books, and eco-friendly kitchen products.
• Adult Beverages Curated pickup-only selection of local and regional wines, beers, ciders, hard seltzers, and cocktails, with ID verification required.
• Farm + Kitchen Shares CSA-style subscriptions partnering with local Wisconsin farms to deliver bread subscriptions, egg shares, and seasonal produce bundles (e.g., blueberries, sweet corn).
• Lunch Catering Business and event lunch catering with boxed lunches (salads, soups, sandwiches, grain bowls at $11–$18/person) and platter services, available Tuesday–Friday with 48-hour notice and delivery within 6 miles.
• Private Events Catering Bespoke catering services for private celebrations including dinners, pop-ups, cooking classes, baby showers, graduations, retirements, and engagement parties.
• Custom Cakes Seasonal and custom cake ordering through the Pasture and Plenty Bakeshop team for celebrations and private events.
• Space Rental Event space rental at the Madison storefront for baby showers, graduations, retirements, and engagement parties.
• Gift Certificates General gift certificates redeemable across the storefront, available in denominations from $25 to $1,000.
• Events & Classes Ticketed public events including Birthday Chicken Dinners, Drag Bingo & Burger Nights, Contemplative Cooking series ($100/session), Summer Tea Parties ($35/person), and Global Date Night Cooking classes ($100/person) led by Chef Felipe Saint-Martin.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, key and minor.

• Vitruvian FarmscoreStrategic or Co-development PartnerKey supplier of fresh produce including baby gem lettuce, mushrooms (oyster, black king trumpet, shiitake). Partner mentioned in multiple weekly menus for specialty items like indoor-grown mushrooms available year-round.
• Madison Sourdough CompanycoreStrategic or Co-development PartnerLocal bread supplier providing seed & grain bread, ciabatta, focaccia, miche, and sourdough batard for meal kits and café. Featured in Farm + Kitchen Shares program.
• Pecatonica Valley FarmcoreStrategic or Co-development PartnerSupplier of fresh eggs for Farm + Kitchen Shares and meal kits. One of the key local agricultural partners in the network.
• Saffi SaanakeyStrategic or Co-development PartnerAward-winning woman-owned local purveyor of zero-waste oils and vinegars. Products used in house-made vinaigrettes and sauces. Their avocado oil featured in special menu items. Products used by 30+ Michelin Star chefs.
• La Cosecha Tortilla CompanykeyStrategic or Co-development PartnerTenant at P&P Makeshop producing authentic corn tortillas, chips, and corn nuts using heirloom corn. BIPOC-owned food manufacturing business supported through incubator.
• Tart Baked GoodskeyStrategic or Co-development PartnerMakeshop tenant producing small batch sweet and savory baked goods. Supplies galettes, biscuits, and scones for meal kits and café. Wisconsin-based seasonal inspiration.
• Ice Cream SocialminorStrategic or Co-development PartnerMakeshop tenant producing small-batch handmade ice cream from scratch in Madison. Donates portion of proceeds to organizations fighting for social and racial equality. Has brick-and-mortar at 2421 University Ave.
• Madison Cheese BoardsminorStrategic or Co-development PartnerMakeshop tenant providing local cheese boards and grazing tables for events. Specializes in Wisconsin artisan cheeses, meats, nuts, jams and honey.
• Curbside CompostercoreStrategic or Co-development PartnerBusiness composting partner processing approximately 1000 pounds per week (25+ tons per year). Offers residential composting pickup service to customers. Critical to company's zero-waste commitment.
• Christensen FarmkeyStrategic or Co-development PartnerLocal asparagus supplier in Browntown, WI. Featured for spring produce including asparagus used in seasonal meal kits.
• Winterfell AcreskeyStrategic or Co-development PartnerSupplier of produce including tomatoes, cucumbers, and other vegetables from Brooklyn, WI. Consistent supplier for summer and fall menus.
• Crossroads Community FarmkeyStrategic or Co-development PartnerFarm partner from Cross Plains, WI supplying seasonal vegetables including spring onions and greens.
• Driftless OrganicskeyStrategic or Co-development PartnerOrganic farm supplier from Soldiers Grove, WI providing produce for meal kits.
• Wonderstate CoffeekeyStrategic or Co-development PartnerLocal coffee roaster from Viroqua, WI supplying P&P Farmhouse Blend Coffee Beans. Featured in pantry and Locavore offerings.
• Landmark CreamerykeyStrategic or Co-development PartnerWisconsin artisan cheese supplier. Featured in catering menus and New Year's fondue kits. Located in Belleville, WI.
• Rishi TeakeyStrategic or Co-development PartnerTea supplier from Milwaukee, WI providing iced tea for events including Summer Tea Party. Coffee/tea service option for catering.
• Tina's FlockminorStrategic or Co-development PartnerLocal poultry supplier from Albany, WI for pastured eggs and chicken.
• Meadowlark Farm & MillkeyStrategic or Co-development PartnerOrganic farm and mill from Ridgeway, WI supplying flours, grains, beans, and pancake mix. Partner in Locavore Pantry.
• Arndt Land & CattlekeyStrategic or Co-development PartnerLocal ranch from Janesville, WI supplying pasture-raised meats.
• Door Creek OrchardminorStrategic or Co-development PartnerOrchard supplier from Cottage Grove, WI providing seasonal fruits.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• CookUnity: Chef-prepared ready-to-eat meal subscription marketplace. Comparable to P&P in its chef-driven menu, weekly subscription model, and prepared-meal delivery.
• Blue Apron: Pioneering US meal-kit subscription company. Closely comparable weekly subscription model, chef-designed recipes, and direct-to-home delivery; key point of comparison for subscription mechanics and unit economics despite its national scale vs. P&P's local-sourcing positioning.
• Hungryroot: AI-driven DTC food service combining meal kits, prepared meals, and grocery items in a single subscription. Comparable to P&P's hybrid offering of meal kits plus farm-to-freezer and Locavore Pantry add-ons.
• HelloFresh: Largest global direct-to-consumer meal-kit subscription company. Directly comparable in core meal-kit subscription model, weekly recurring delivery, multi-serving tiers, and omnivore/vegetarian options, though operating at vastly greater scale and national rather than local sourcing.
• Sun Basket: Meal-kit and prepared-meal DTC company emphasizing fresh, organic, and dietary-specific menus. Comparable to P&P in the vegetarian/omnivore diet splits, premium ingredient positioning, and combination of meal kits with prepared à la carte items.
• Home Chef: Meal-kit company owned by Kroger offering weekly subscription kits and Heat & Eat prepared meals. Highly comparable to P&P's three-meal weekly structure (cook kit + ready-to-heat + grab-and-go) and omnivore options.
• Thistle: Plant-based prepared meal delivery subscription. Comparable to P&P's vegetarian/vegan options, weekly subscription cadence, and chef-prepared positioning.
• Daily Harvest: Direct-to-consumer frozen prepared-meal company emphasizing chef-designed, sustainably sourced food. Comparable to P&P's farm-to-freezer grab-and-go line in product format, premium positioning, and DTC subscription model.

Broad incumbents

• Misfits Market: Subscription-based sustainable/surplus food delivery company. Adjacent in sustainability positioning and DTC subscription model, though focused on groceries/produce rather than chef-prepared meal kits.

Emerging players

• PeachDish: Smaller meal-kit company emphasizing local Southern ingredients and chef-curated menus. Comparable to P&P in the regional/local-sourcing differentiation narrative and chef-prepared positioning, though at greater scale and broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pastureandplenty
• LinkedInlinkedin.com/company/pasture-and-plenty

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pasture and Plenty