Love the idea. Can't tell enough about how it works without signing up (I haven't).
Key question for me - I can't see what I'm buying so how can I be sure that it is good quality/fresh? I assume some kind of buyer-rated reputation system for producers would be useful for this kind of thing? Would like to see how you resolve this.
Also - I can't tell whether you or the sellers are supposed to handle the actual transportation of goods.