Farmer story at heart of new boxed food service

Farmers are at the heart of a new boxed food delivery service aimed at UK consumers looking for restaurant quality produce. allows the general public to order British produce direct from farmers who traditionally only supplied leading chefs and top restaurants.

Speaking at a press launch for the website at Michelin star restaurant, Koffmann’s, Knightsbridge, London, company founder, Lee Simmonds explained how farmers were fundamental to the success of the business.

“We are giving farmers a platform to make them accessible to the consumer. We will invest, create a brand and the packaging, but the farmer will write the story for us. We are only as good as the farmers – farmers are our assets.”

Unusually, the farmer has more control over the price he receives for his produce, setting the price as if he were selling to a restaurant. currently represents more than 75 British suppliers, including 31 butchery farms, offering 23 different breeds and 30 fruit and vegetable growers. They also have exclusive access to more than 50 British farmhouse cheeses, more than 60% of which are not available anywhere else online. Shoppers will be able to select individual products based on the story of the farm behind it.

“We sell butchery products from more than 20 native and rare breeds demonstrating full traceability and highlighting farm and region,” said Mr Simmonds.

Up until now, many of the ingredients available through the company, including Goosnargh duckling and corn fed chicken, were only in reach of world-renowned restaurants such as Heston Blumenthal’s Fat Duck and Raymond Blanc’s Le Manoir aux Quat’Saisons.

However shoppers will still be able to draw on the expertise of Michelin starred chefs when shopping online, with a number of top cooks sharing inspirational recipes and seasonal tips.

Supporting chefs include renowned Pierre Koffmann and celebrity chef, Brian Turner who are heralding as a “Foodie’s heaven.”

Speaking at a dinner created by Mr Koffmann using ingredients available from the new website, Mr Turner said: “It’s all about Great British produce. Restaurants have long sourced good quality produce from which their reputation is formed. takes restaurant expertise and liaises with the producer to make this food available to the wider consumer.”

• Read about the menu produced by Pierre Koffmann in celebration of the launch on our Field Day Blog at