Grubmarket is a San Francisco-based startup that runs an e-commerce program connecting farmers with customers.

Grub Market is a technology company which connects farmers and other food suppliers to business customers like restaurants and groceries.  The company has a consumer offering as well, which provides the same services directly to consumers.  If you ask me, this part of the offering may be a bridge too far.

The interesting thing here is the strategic investment from General Mills.  It’s not hard to see how this could turn General Mills from a company making your Cinnamon Toast Crunch to the company providing the payments and supply chain infrastructure to power a large part of CPG.

The investment values GrubMarket at more than $2 Billion.

Bloomberg: General Mills Backs GrubMarket at More Than $2 Billion Valuation