What kind of food producer are you.
Have you reached out to potential participants that could be of interest yet?
There are a lot of online options either established or being developed daily from My Food Bay to things like http://www.hypermeat.co.nz http://www.foodme.co.nz http://www.bidfood.co.nz. Bidfood traditionally a wholesaler to restaurants but have moved to online/consumer.
Hypermeat want to expand their range wider than meat, perhaps get in touch if you have something of interest.