Pete Russell

And that's what we're working on.

So that's where we feel like we've now solved the pricing convenience problem.

Now, how do we make more people aware that you can actually shop direct from your local farms now?

You get better pricing, better product, super convenient.

It might help.

I agree.

I think the good old letterbox drop can be very powerful for this type of business.

Right.

Well, I mean, you know, the journey's been a long journey.

When we started in 2017 years ago, coming up to 18 years, we've had along that time quite a number of near-death experiences where we've had to continually adapt.

to the changing circumstances.

So, you know, in the beginning, in 2008, all we did, we set up was a social network online for food growers to talk to each other.

And then we realized the problem was channel to market.

So then we set up the model where farms could effectively sell to local customers, but we would do the hands on work between the gate and the plate.

We would collect the food from the farms, we would pack them into the boxes, and we would deliver them to the customers, and we would take our margin.

So you were doing that.

And we were doing that.

And we built our software to facilitate our operation.

And to begin with, the mood was high.

In 2008, the crisis and everything, people were like, I want access to my local food.