Farmer J
Farmer J Limited is a London-based fast casual restaurant chain operating 18 UK sites and one US location, serving health-conscious consumers nutritious, scratch-cooked Fieldtray and Fieldbowl meals sourced from UK farms, supplemented by office catering and a pantry e-commerce shop.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Farmer J does
Farmer J Limited is a London-headquartered fast casual restaurant chain founded in 2014, operating under the brand Farmer J. The company serves health-conscious consumers in central London business districts through a network of 18 dine-in locations (spanning the City, West End, and Canary Wharf) plus a US site at Rockefeller Center in New York. Its core offering is the "Fieldtray" — a scratch-cooked, nutritionally oriented tray meal — alongside Fieldbowls, breakfast items, and seasonal drinks, with menu items emphasizing transparent UK farm sourcing and Middle Eastern/Mediterranean-inspired cuisine. A secondary brand, The Farmer's Pantry, extends the company into e-commerce with cookbooks, spices, sauces, apparel, and homeware.
Revenue is generated through four streams: in-restaurant dining, online click & collect via a proprietary ordering platform (orders.farmerj.com), third-party delivery through Deliveroo, and corporate office catering. The Farmer's Pantry e-commerce shop and gift cards via Toggle add a smaller direct-to-consumer packaged goods channel. Pricing on restaurant menu items is not publicly disclosed; pantry items range from £4 (Za'atar) to £35 (Harissa Lover bundle).
The company is venture-backed, having raised approximately $30.5 million across two rounds led by Beringea (January 2024 and October 2025), with Edition Capital participating in the earlier round. It employs 51-100 staff and is headquartered at Quadrant House, Thomas More Square, London. Farmer J has registered four UK trademarks covering its brand across restaurant services, food, and beverage classes. A Farm Africa charitable partnership ties 10p per Fieldbowl sold to small-scale farmer support in eastern Africa. The company is in active expansion mode, with five new UK sites planned for 2024 and US rollout targeting New York and Boston.
Farmer J firmographics
Firmographics- Name
- Farmer J
- Legal name
- Farmer J Limited
- Website
- https://farmerj.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Farmer J Limited is a London-based fast casual restaurant chain operating 18 UK sites and one US location, serving health-conscious consumers nutritious, scratch-cooked Fieldtray and Fieldbowl meals sourced from UK farms, supplemented by office catering and a pantry e-commerce shop.
- Ownership category
- akta.pro rank
Where Farmer J is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Farmer J business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Restaurant Dining: Revenue from dine-in customers at restaurant locations across London and New York
- Online Ordering: Click & collect and delivery orders through proprietary ordering platform and Deliveroo
- Office Catering: Corporate catering delivery services for office customers
- E-commerce Shop: Direct-to-consumer sales of pantry products, cookbooks, apparel and homeware through online shop
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Harissa Lover bundle |
| Unit Pricing | Pay-as-you-go | Individual spice products |
| Unit Pricing | Pay-as-you-go | Cookbook |
| Unit Pricing | Pay-as-you-go | Apparel and homeware |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
Farmer J product offering
Product offeringCore offering
Farmer J operates a fast casual restaurant chain selling nutritious, scratch-cooked meals (its signature Fieldtrays and Fieldbowls) sourced mainly from UK farms, alongside breakfast and seasonal drinks menus. Beyond dine-in service across 18+ London locations and one New York site, the company runs an office catering delivery service, click & collect ordering via its own platform and Deliveroo, and an e-commerce shop (The Farmer's Pantry) selling pantry products, a cookbook, branded apparel and homeware.
Product overview
Farmer J is a fast casual dining restaurant chain based in London, operating under a platform of integrated food service offerings. The core product portfolio centres on the Fieldtray (the signature tray-based meal) and Fieldbowls (bowl-format meals), supported by Breakfast and Seasonal Drinks menus. The company extends its brand through The Farmer's Pantry e-commerce shop, which sells merchandise (apparel, homeware), pantry essentials (spices, sauces, grains), and branded bundles, as well as a published cookbook. A charitable dimension exists through the Farm Africa partnership. Services include online ordering (Click & Collect), delivery via Deliveroo, and office catering. The company operates across multiple UK locations and is expanding into the US market (New York, Boston).
Differentiator
Problem solved
Functional benefit
Brands
- Fieldtray: The signature tray meal offering featuring nutritious, scratch-cooked meals. Marketed as the 'Home of the Fieldtray' on the company website.
- Fieldbowls
- The Farmer's Pantry
Products and services
- Fieldtrays
Companies that use Farmer J
Customer profileSegments2 records
Ideal customer profiles3 records
Farmer J technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Farmer J partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Farm AfricaminorCharitable partnership where Farmer J donates 10p to Farm Africa for every Fieldbowl sold. Farm Africa helps small-scale farmers in eastern Africa improve their produce quality and livelihoods.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
Farmer J competitors and assessment
Company assessmentBroad incumbents
- Pret a Manger: UK-founded global fast casual chain selling sandwiches, salads, and hot bowls to office and consumer customers. Direct overlap with Farmer J on health-conscious positioning, office catering, and urban London commuter catchments, though Pret operates at materially larger scale and broader category scope.
- Yo! Sushi: UK-founded Japanese fast casual chain operating conveyor-belt sushi format with broader menu and international presence. Comparable on UK fast casual footprint and urban lunch occasion targeting, though different cuisine orientation.
Direct peers
- Leon Restaurants: UK fast casual chain offering naturally fast food with Mediterranean/Nordic influences, similar scratch-cooked menu philosophy and healthy positioning. Closest like-for-like peer given comparable London footprint, price point, and target customer, though Leon has broader international presence.
- sweetgreen: US-listed health-focused fast casual chain with seasonal menus, transparent sourcing, and digital ordering flywheel. Closest US comparable on positioning, format, and growth story, providing a public-market read on Farmer J's US expansion potential.
- CAVA: US Mediterranean-inspired fast casual chain with bowl format that directly maps to Farmer J's Fieldbowl concept. Comparable on healthy positioning, premium pricing, and recent multi-site scaling, with CAVA's public-market valuation offering a comparable benchmark.
- Itsu: UK Asian-inspired healthy fast casual chain with strong London presence and similar mid-day office customer focus. Direct competitor for health-conscious London lunch occasions, with comparable pricing and digital ordering infrastructure.
- Tossed: UK healthy fast casual chain specializing in salads, wraps, and warm bowls with focus on fresh, customizable ingredients. Closely comparable format and customer demographic to Farmer J, though with smaller footprint and less brand differentiation.
Emerging players
- Dishoom: UK Indian-inspired casual dining chain with strong London presence and cult brand following. Comparable on mission-driven, design-forward positioning and London commuter catchment strategy, though operates full-service rather than fast casual.
- Choppaluna: Emerging UK salad bowl concept focused on healthy, customizable lunch options for urban professionals. Comparable in target customer and bowl-format proposition, though smaller scale and earlier stage than Farmer J.
- Mighty Small: Growing UK fast casual concept serving grain bowls and natural wines with similar farm-to-counter sourcing ethos. Comparable on health-focused positioning and London casual dining segment overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Farmer J social profiles
Digital presenceFarmer J financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farmer J leadership team
Management profileNumber of profiles
Farmer J funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farmer J M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Farmer J
What does Farmer J do?
Farmer J operates a fast casual restaurant chain selling nutritious, scratch-cooked meals (its signature Fieldtrays and Fieldbowls) sourced mainly from UK farms, alongside breakfast and seasonal drinks menus. Beyond dine-in service across 18+ London locations and one New York site, the company runs an office catering delivery service, click & collect ordering via its own platform and Deliveroo, and an e-commerce shop (The Farmer's Pantry) selling pantry products, a cookbook, branded apparel and homeware.
Is Farmer J a public or private company?
Farmer J is a private company. It is classified as venture growth investor backed and is currently operating.
When was Farmer J founded?
Farmer J was founded in 2014. It employs 51 to 100 people.
Where is Farmer J based?
Farmer J is headquartered in London, United Kingdom, in the Europe region.
How does Farmer J make money?
Four revenue lines are on record. Restaurant Dining is the primary driver. The others are online Ordering, office Catering and E-commerce Shop.
Who are Farmer J's main competitors?
Broad incumbents on record are Pret a Manger and Yo! Sushi. Direct peers are Leon Restaurants, sweetgreen, CAVA, Itsu and Tossed. Emerging players are Dishoom, Choppaluna and Mighty Small.
Does Farmer J have an API?
No public API is recorded for Farmer J.