Community & crowdfunding platform for sustainable foods/farm

Started by Food network star chef Michael Chiarello and his wife. We're seeing more and more of people wanting to understand the source of their food and get to know the makers behind products. Many producers such as tea farmers are able to build a brand and increase their margins through an online presence. The internet is powerful :)
This is pretty cool. I backed a small project based here in Northern CA, and had a good conversation with the person behind it. Dumb question though... there's a pretty robust category of food projects on Kickstarter already ( What's to stop more farmers using Kickstarter and gaining a wider audience?