Pete Russell

So the UK is our home market now.

And between us, we are facilitating around about 40 million euros or pounds worth of volume of trade from these farms.

The reason we want to form an alliance is because we all have...

walked a very similar path.

We're all values aligned.

We're all purpose driven.

And we've all built products that serve the same outcome, but then there's like a kind of an 80% overlap in terms of what our products do, which means that we would otherwise be competitors.

Like if we wanted to grow Ubi further, we'd want to go international.

We'd start competing with these guys in their home market.

But rather than do that, it's to say,

What could we do together that's way more powerful than what any of us could do on our own?

And so by coming together, we can see how our products are very similar in a lot of regard, our products being our platforms, our digital platforms.

So there's a big overlap, but there's also key overhangs

For example, our overhang is gate to plate, from the farm to the household is what we really focus on.

Whereas POD in Spain, they really have got a strong sort of farm to schools or farm to hospitals, the procurement side.

And then linked farm have got quite a good system for sort of farm to local distributor to schools and hospitals to homes as well.

so between us we've we've got quite a broad capability set that can adapt to whatever the models within our markets are so it means that we can do things like maybe use each other's products in our home markets and therefore help to you know galvanize and build out decentralized food within our home markets but critically and i think most importantly what it means is that we all bring our strength

of our expertise and so forth to the table where we can start to work on designing a completely new tech stack, a completely new digital product that's built AI first,

that's built on decentralized web technology that is far more future ready and future proof than any of the products that we've built to date.

So we've been building for nearly 15 years now.