Shorter route, fairer price,
for grower and buyer both.
The Problem
UK farmers selling into wholesale markets are routinely receiving prices that barely cover costs. The crop leaves the farm, passes through aggregators, distributors and retailers, and arrives on a shelf at a price the grower would not recognise. The farmer sees a fraction of what the buyer pays.
The solution is not complicated. Direct sales already work — farmers markets, veg boxes, roadside stalls. Buyers are willing to pay a fair price when they know who grew it. The problem is reaching them at scale, reliably, without the farmer needing to become a logistics and marketing operation.
This project coordinates that direct route. Growers, buyers, logistics support and a purpose-built shop — brought together so the model works for everyone involved. A named web partner builds and runs the shop. Everyone's role and terms are agreed upfront.
How It Works
Farmer registers what they grow, volumes available and the price they need. No listing fees, no auction — growers set the terms.
Roles confirmed, logistics arranged, terms agreed. Everyone knows their position before anything moves.
The web partner builds and runs the storefront. Buyers browse, choose and order directly from named farms.
Collection, packing and delivery coordinated by the logistics partner. The farmer grows. Someone else moves it.
Revenue goes straight to the grower at the price they set. No wholesale squeeze, no mystery deductions.
Open Roles
UK farmers and growers who want a direct route to buyers — without depending on wholesale prices set by someone else. Any scale considered, any produce. You grow it, you set the price. We handle the route to market. If you've thought about selling direct but haven't found a model that works without taking over your working week, this is what we're building.
Express Interest →Households, restaurants, food businesses or buying groups who want to source directly from UK farms. You know who grew it, what they were paid, and what you're getting. No mystery supply chains. If you're a chef who wants reliable seasonal supply from named farms, or a household wanting to buy a box a week — this is what the shop will offer.
Express Interest →Collection from farms, packing, cold storage and last-mile delivery. If you operate agricultural or food logistics in the UK and are looking for a reliable, growing contract — this is what the model requires. The logistics partner is a named party in the coordination agreement, not a subcontractor hired by the lowest quote.
Express Interest →The shop is built and run by a named web partner — not GreatApe. We're looking for someone who can build a clean, functional direct-sales platform and operate it as an ongoing commercial partner with a stake in the model. This is a long-term role with agreed terms, not a build-and-handoff project.
Express Interest →The model isn't fully set yet — and that's deliberate. If you have experience in food systems, farm economics, direct-to-consumer retail or agricultural supply chains and want to help shape how this works from the ground up, we want to hear from you. Early involvement means a real say in the terms.
Express Interest →Who Buys Direct
Families and individuals who want to know where their food comes from and buy it at a price that's fair on both sides. A weekly box, a seasonal order, or an ongoing relationship with a specific farm.
Chefs who want provenance on the menu and reliable seasonal supply. Direct sourcing means better produce, known origins, and a story worth telling to the people eating it.
Delis, farm shops, greengrocers and food producers buying ingredients direct. Shorter supply chain, better margin, and produce that hasn't sat in a distribution centre for three days.
Community food projects, buying groups and local market operators. Aggregating demand from a community and placing it directly with local growers is exactly what this model is designed to support.
Project 002 — Direct Farm Sales
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