Pete Russell

And then from the farmer's perspective, it just gives them all the information they need at the time they need it to be able to just go.

do the hands on work to delivering it.

And what also happens is that you can imagine typically like the core, our core customer type or farm type is a market garden where they're producing veg, fresh veg.

And so they will produce a range of fresh veg, but depending on the season will depend on how much of their range, you know, how big their range is.

Well, I think now in sort of January it must be a bit limited.

Right, it's limited.

But what they do is they then augment their range with food from other farms.

So they might be getting eggs in,

They might be getting meat in, they might be getting other crops in that they're not doing themselves from a variety from farms around them, as well as they will be working with some wholesalers to make sure that they don't run out of a decent selection.

And so effectively what they're doing is they're kind of stacking their business model.

They're being a farmer, they're being a producer, they're being paid the full retail price for their own food, but they're also becoming a conduit for other food in their local region to get out to the customers.

It's a real person.

And you can ask them about them.

They love that.

They love that.

I mean, and that I guess is, you know, the interesting thing is there's a thread, you know, there's still a, I guess you could call it a niche.

you know, now of of customers that value that and recognize the difference between, you know, anonymous food in a supermarket with an obscured supply chain.

They don't know where the foods come from, but they just trust the brand because the brand's been on the telly versus really

having an intimate understanding of where the foods come from, who grew it, how they grew it.

And it's a more discerning type of customer that is buying typically from these farms.