Pete Russell

When we very first started out, it took a lot of convincing and it took a lot of explaining and showing how to do it.

There was a lot of head scratching and so on.

Whereas now, because we've hit, there's 150 of them operating, it's a business model that works for them.

more and more farmers are realizing, oh, I could do this.

This is actually a way of selling my product where I don't have to sell it at a really discounted gate price.

I don't have to turn up to a farmer's market with all my food and not know who's gonna turn up and then have to bring it all back home again.

if the weather's no good.

And I can add it alongside other things that I'm already doing.

So I don't have to replace what I'm doing.

It's an additional channel to market.

And it allows me to look after and have direct relationship with a lot of customers, but very low touch.

It's not like I'm taking phone calls all the time from Mary who's wanting to ask about my courgettes or whatever it is.

That's right.

So the customer's – Fulfillment.

Yeah, the customer experience is just like any other e-commerce experience.

They find the farm on their phone.

They shop the way they would expect to be able to shop.

They can see when their order is going to arrive.

If they've got any problems, they can let the farmer know and get credits for if something is broken or whatever.

So it effectively gives that farm the sort of the firepower, the online firepower that you'd expect from, say, Riverford or something like that.