Pete Russell

But they value, they just have more understanding of what goes into their food and how important it is for their health.

to get the message out because the price points that we just mentioned 20 pounds for a box of vegetables last two people a week is yeah is that i mean in a cost of living crisis that seems to be a good deal exactly i mean if you i think i always talk about there's three main pillars to gaining market share that's price convenience and awareness and up until recently

food bought direct from farms or at the farmers markets and so on was sort of perceived as a premium thing you know premium prices inconvenient you have to get up and get to the farmers market but because you really were aligned with the values people went out of their way to do it but that was a that was a small niche today especially with inflation and food inflation in particular

Farm produced, delivered to your door food is very price competitive, especially for the value, for the quality you get.

A lot of times it's actually lower costs than you would pay for in the supermarket.

Convenience is on your doorstep.

So now we've hit the convenience parity.

We've hit pricing parity.

The only missing thing is awareness.

Most people just do not know that that option is available to them.

Well, that's why we're talking now.

That's why we're talking now.

Hopefully it will increase awareness.

to increase the awareness because they don't have the marketing budget.

Most of these farms know how to get their first hundred customers because they go to their local school and they say, can you put it in the newsletter?

They'll put pin boards up on the local shop bulletin board.

They might do some letterbox drops.

Then they'll get a hundred customers and now they're too busy to go and find the next hundred customers or they don't know how to reach that next hundred.

They're not social media experts or anything like that.

So there's this sort of threshold that is the challenge, is the awareness only gets so far before it abates.