Pete Russell

I feel threatened with...

food security.

And so it was easy.

And we signed up customers quickly and we grew very quickly.

We opened up hubs in other cities and it was going quite quick.

But then what we found was that our sort of niche that had expanded

in the wake of the financial crisis started to shrink and people started to sort of forget.

And it was always, it was more about just old habits.

And so we had built sort of a physical infrastructure to enable us to serve a certain number of customers, but it became harder and harder to keep those customers and to get new customers to come on.

So we really struggled.

For years we struggled.

We had to keep on changing our model to try to keep the revenue above the cost.

Ultimately, it got to 2019 and the other thing that we'd realized is that we were trying to do two things at once.

We were trying to build software to make this business more efficient and stay relevant in changing times.

And we were trying to run these operations where we had forklifts and cool rooms and stuff and logistics and vans breaking down in the middle of the night.

And we just didn't have bandwidth to do both of them well.

And so it was in 2019 that I actually moved from Down Under here to the UK.

My wife's from the UK.

And that's when we completely shifted our model.

And we said, right, we're letting the hard logistics side