What Farmers Pick does

Farmers Pick is an Australian direct-to-consumer subscription food delivery operator founded in Melbourne in 2020 by Josh Ball and Josh Brooks-Duncan during the COVID-19 lockdown. The company sources cosmetically imperfect fresh produce from more than 70 Australian farms that would otherwise be rejected by major supermarkets due to appearance standards, and delivers it subscription-style to households across Victoria, New South Wales, the ACT and Queensland — approximately 70% of the Australian population. In 2024 the offer was extended beyond produce with 'The Fridge' line, adding 80+ grass-fed and free-range meat items via an in-house processing facility operated in partnership with Farmstead Meats, plus wild-caught seafood, dairy from Little Big Dairy Co and Meredith Dairy, and a 100+ SKU pantry range of rescued short-dated and curated branded goods priced at up to 60% off recommended retail.

The business runs on a Shopify-based e-commerce subscription platform with a self-serve box-builder, customer portal and integrated delivery management — no proprietary technology stack has been disclosed, and no AI, API or developer-facing integrations are offered. Pricing is modular: produce boxes range from A$38.95 (Small) to A$65.95 (Large), Butcher's Choice Boxes from A$65 to A$165, build-your-own meat/seafood/dairy with a A$59 minimum, and pantry add-ons from A$2.60 per item. Subscriptions are weekly, fortnightly or monthly with skip/pause/cancel flexibility; the company explicitly does not lock customers into contracts. Distribution is exclusively DTC (no retail or wholesale), deliveries use insulated packaging with ice bricks, and reach is ~70% of Australians with a waitlist for unserved regions.

Farmers Pick generates revenue through three lines: recurring produce and meat subscription boxes, add-on meat/seafood/dairy and pantry items, and 'Bargain Buys' — over-manufactured or discontinued packaged goods purchased at steep discount and resold to subscribers. At ~20,000 active subscribers and ~40-50 staff, the business reports more than A$10M in annual revenue, has diverted more than 10 million kilograms of produce from waste, donated 250,000 kilograms to OzHarvest, and earned the 2024 Australian Financial Review Sustainability Leader designation. Customer acquisition is community-led and primarily organic, driven by a 'Professional Gossiper' referral program paying A$10 per successful referral and by extensive earned media (Rolling Stone, Guardian, ABC, 9News, AFR). The company has raised only A$900,000 of disclosed equity (August 2022) and appears to be largely bootstrapped.

Name

Farmers Pick

Legal name

Farmers Pick Pty Ltd

Website

https://farmerspick.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Farmers Pick is an Australian direct-to-consumer subscription food delivery service that rescues cosmetically imperfect produce plus grass-fed meat, wild-caught seafood and dairy from 70+ farms and delivers them to ~20,000 active subscribers across eastern Australia at up to 30% below supermarket prices.

Ownership category

akta.pro rank

Product category

Subscription Food Delivery

NAICS

Fruit and Vegetable Retailers (44523), Fruit and Vegetable Retailers (445230)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

akta.pro secondary industry

Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

Keywords

• Subscription food delivery
• Imperfect produce boxes
• Farm-to-door delivery
• Grass-fed meat subscription
• Food waste reduction

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Core Subscription Box (Produce, Meat, Dairy): Recurring weekly, fortnightly, or monthly delivery of produce boxes, meat boxes, or combined offerings. Customers configure box size and contents. Subscription auto-renews each delivery cycle. Core revenue driver.
2. Add-on Products (Meat, Seafood, Dairy, Pantry): Customers add pantry staples, eggs, dairy, and other perishables to their subscription box at checkout. Minimum spend of $59 for build-your-own meat/seafood/dairy. Pantry items (100+ SKUs) include both rescued/short-dated goods at discounts and curated trusted brands. Add-on fees auto-apply each cycle.
3. Bargain Buys / Rescued Short-Dated Packaged Goods: Farmers Pick purchases over-manufactured or discontinued products (e.g., short-dated coffee, tuna) from manufacturers at steep discounts and resells to subscribers at 50-60% off RRP. These items are add-ons to the core subscription, providing a secondary revenue stream while advancing the food-waste-reduction mission.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Farmers Pick operates a direct-to-consumer subscription food-delivery service that rescues cosmetically rejected fruit and vegetables from Australian farms and delivers them, alongside grass-fed butcher's choice meat boxes, a 100+ SKU Pantry Range and a Meat/Seafood/Dairy 'Fridge' range, directly to households across Victoria, NSW, ACT and Queensland via weekly, fortnightly or monthly recurring orders. Customers configure their box size and contents on the website, can skip/pause/cancel anytime, and pay no lock-in contract; produce is positioned up to 30% cheaper than major supermarkets.

Product overview

Farmers Pick operates as a subscription-based food delivery platform offering three integrated product lines: Fruit & Veg Boxes (core subscription containing imperfect seasonal produce up to 30% cheaper than supermarkets), Butcher's Choice Boxes (grass-fed, free-range meat sourced from Farmstead Meats with traceability to named farmers), and The Fridge (80+ meat, seafood, and dairy items including wild-caught fish and award-winning dairy). All products can be delivered together with Pantry Range add-ons (100+ vetted staples). Founded in 2020 by Josh Ball and Josh Brooks-Duncan, the service delivers across Victoria, NSW, ACT, and Queensland from 70+ Australian farms, saving imperfect produce from supermarket rejection.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit & Veg Box Subscription fruit and vegetable boxes containing seasonal produce rescued from supermarket rejection, delivered weekly/fortnightly/monthly at up to 30% cheaper than supermarkets. Available in Small ($38.95-$40, 5.5kg), Medium ($45-$50, 9kg) and Large ($51-$65.95, 14kg) sizes with Fruit & Veg, Fruit Only, Veg Only and Organic upgrade options. Boxes contain 16-22 varieties and feed 1 to 4+ people.
• Butcher's Choice Box Curated grass-fed beef, free-range chicken and pork meat boxes sourced from Farmstead Meats, processed in Farmers Pick's in-house facility and vacuum-sealed for fresh delivery (never frozen). Available in Small (2.5kg/5 cuts/$65, feeds 1-2), Medium (3.5kg/6 cuts/$91, feeds 2-3) and Large (6kg/10 cuts/$165, feeds 4+). 100% grass-fed, grass-finished, free-range and hormone-free.
• Small BBQ Pack A 3.5kg / 8-pack BBQ bundle priced at A$99, containing free-range chicken, 100% grass-fed beef and lamb cuts (Teriyaki Sizzle Steaks, Lamb Kebabs, Chicken Kebabs, Beef Burger Patties) designed for weekend get-togethers.
• Pantry Range 100+ SKU add-on pantry catalog including rescued/short-dated packaged goods at 50-60% off RRP and curated trusted brands (Tony's Chocolonely, Proper Crisps, Beerenberg, Market Lane Coffee, Sodasmith, Wonki Soda, Koh cleaning products, Soy Boy). Own-brand staples include garlic, tahini, peanut butter, nuts, quinoa, lentils, herbs and spices. Items start from A$2.60 and are added to a subscription box at checkout.
• Fridge (Meat, Seafood & Dairy) 80+ SKU a-la-carte meat, seafood and dairy range including grass-fed beef cuts aged up to 14 days, free-range chicken raised over 9-13 weeks, wild-caught Australian seafood from local QLD and NSW fisheries, and award-winning dairy from Little Big Dairy Co and Meredith Dairy. Minimum A$59 spend for build-your-own meat/seafood/dairy box.

Quantifiable outcome

• Saves customers ~30% on produce vs. Coles/Woolworths — approximately $20/week or $1,040/year per household
• +5 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Farmstead MeatscoreStrategic or Co-development PartnerFarmstead Meats is Farmers Pick's primary sourcing partner for all meat products, supplying grass-fed, free-range, hormone-free beef, chicken, pork, and lamb. Founded by Jeff, a butcher with 25+ years of experience managing farms and livestock before moving into meat processing. Farmstead's butchers prepare and process all meat in Farmers Pick's own processing facility. The partnership ensures full traceability from farm to consumer — every cut is vacuum-sealed and delivered fresh (never frozen). Farmers Pick has built its own in-house processing facility run by Farmstead's experienced butchers to maintain quality and freshness control.
• OzHarvestminorOthersOzHarvest is Australia's leading food rescue organization. Farmers Pick donates surplus produce (including ripened items that won't travel well) to OzHarvest, which transforms the food into meals for people in need. Farmers Pick has donated over 250,000 kilos of produce to OzHarvest, equating to approximately 165,500 meals. Produce not safe for human consumption (e.g., over-ripened) is delivered to a nearby pig farm instead.
• Little Big Dairy CocoreStrategic or Co-development PartnerLittle Big Dairy Co is a multi-generational family dairy farm in Dubbo, NSW. They supply Farmers Pick with full-cream milk (2L) and other dairy products. The farm is solar-powered, uses traceability collars to track every cow by name, and has received top honours including Australian Grand Dairy Awards. Every bottle of Little Big milk is traceable back to the individual cow that produced it. Farmers Pick features the farm and farmers prominently on its sourcing pages.
• Meredith DairycoreStrategic or Co-development PartnerMeredith Dairy (Meredith, VIC) is Australia's largest sheep and goat dairy, founded in 1991. Founded by Sandy and Julie Cameron (veterinary science and nursing backgrounds). The farm is vertically integrated — processing fresh milk daily into award-winning cheeses and yoghurts. They supply Farmers Pick with award-winning marinated goat cheese and other dairy products. Farmers Pick features Meredith Dairy on its sourcing pages and farmer profiles.
• Multiple Named Farmers and Farming FamiliescoreStrategic or Co-development PartnerFarmers Pick works with 70+ Australian farms, several of which are individually featured: Rod & Ros (Lamb Farmers, Nandewar Ranges, NSW), The Smith Family (Cattle Farmers, Southern Highlands, NSW), The Brown Family (Pork, Beef, Lamb Farmers, Bundarra, NSW), Thomas (Cattle Farmer, Trungley Hall, NSW), Mick (Cattle Farmer, Wonthaggi, VIC). Farmers are featured on the website's 'Meet Our Farmers' page, connecting consumers directly to the people behind their food and building trust through traceability.
• Local Fisheries (Queensland and New South Wales)minorStrategic or Co-development PartnerFarmers Pick partners with local fisheries across Queensland and NSW to supply wild-caught seafood, including Australian Barramundi Fillets. Fisheries follow ethical and sustainable practices, protecting marine environments and ensuring healthy fish populations. Farmers Pick prioritizes line-caught seafood where possible to reduce bycatch. Freshness and transparency are key quality commitments.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Harris Farm Markets: Australian premium fruit & vegetable retailer with home delivery and subscription boxes. Most direct comparable — overlaps on produce quality, farm sourcing, and Eastern Australia footprint; larger scale and own retail stores give it broader reach.
• Misfits Market: US subscription box delivering "imperfect" produce rescued from food waste. Closest international analog to Farmers Pick's core model, mission, and unit economics; operates at significantly larger scale and provides a relevant growth benchmark.
• Imperfect Foods: US subscription box for cosmetically imperfect and surplus produce with add-on pantry items. Near-identical value proposition to Farmers Pick: rescue surplus food, deliver to door, cheaper than supermarkets. Useful proxy for unit economics and category trajectory.
• Ripe Organic: Australian organic produce subscription box delivering to homes nationally. Competes with Farmers Pick on the organic tier; serves a similar sustainability-conscious, health-led customer base with a D2C subscription model.
• The Fruit Box Group: Australian fruit box and corporate gifting specialist, supplying homes and offices with fresh produce. Direct competitor in subscription produce boxes; B2B corporate gifting channel is a complementary growth vector to Farmers Pick's consumer-only focus.

Broad incumbents

• HelloFresh: Global meal-kit subscription leader with Australian operations. Broad incumbent in home-delivered food subscriptions; competes for the same weekly grocery wallet share and household habit, but with recipes and pre-portioned ingredients rather than loose produce.
• Marley Spoon: Australian meal-kit subscription service operating under the Martha Stewart & Co brand. Competes for subscription home-delivery share of mind; overlapping customer base of busy, health-aware households but different core product (portion-controlled meal kits vs. loose produce boxes).
• Aussie Farmers Direct (predecessor: Aussie Farmers Foundation): Historic Australian D2C produce and grocery delivery pioneer. Conceptually aligned to Farmers Pick's farm-to-door mission; useful as a historical cautionary tale on the capital intensity and competitive difficulty of the Australian D2C grocery category.

Emerging players

• Wide Open Agriculture: ASX-listed Australian regenerative food and agriculture company with a D2C plant-based food brand (Dirty Clean Food). Overlaps on sustainability narrative, Australian farm sourcing, and home delivery; emerging player with adjacent rather than directly competing product.

Regional players

• HelloFresh / EveryPlate (parent group): HelloFresh-owned value-positioned meal kit brand serving Australia and New Zealand. Competes for the same price-sensitive weekly grocery budget as Farmers Pick's value tiers, but in a different category (pre-portioned meal kits vs. loose produce). Useful as a benchmark for Australian D2C subscription scale and CAC efficiency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@farmerspickau
• Instagraminstagram.com/farmerspickau
• Facebookfacebook.com/farmerspickau
• LinkedInlinkedin.com/company/farmers-pickau

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers Pick