A website which allows customers to order from a wide range of local produce is breaking new ground in the south-east of England.

Farm Fresh Express hopes to cash in on growing enthusiasm for quality local produce by offering a weekly delivery of everything from goats’ cheese and milk to organic beef fillet and rocket leaves.

“We felt we could be a good conduit between a struggling industry and the consumer and had something to offer,” said partner Pauline Ryder.

Although it has 60 customers Farm Fresh has set its sights on 500 by the end of the year and is launching a promotional campaign.

But Ms Ryder admitted there were still some pricing issues to tackle, as farmers had been given a relatively free hand to charge what they wanted.

Nonetheless, she said the business model of charging customers an extra third on top of the farmers’ price was sound.

“We’ve cut out as much as possible and don’t take any stock, so produce is as fresh as possible and fantastic value,” said Ms Ryder.

“Business will grow organically because we’re unique – we’re like a supermarket where you can get everything.”