What field&flower does

Field & Flower is a UK-based direct-to-consumer online retailer founded in 2011 by James and James Flower, operating from a single headquarters and fulfilment centre in Shepton Mallet, Somerset. The business delivers free-range, traceable British meat, sustainable fish, artisanal cheese, deli items, ready meals and pantry products direct to UK households via its own Magento e-commerce storefront (fieldandflower.co.uk). It serves a customer base of UK consumers who value animal welfare, provenance and sustainability over supermarket convenience, with the founder-led mission of 'reconnecting small farmers doing the right thing with those who care'.

The core commercial engine is a fully flexible subscription service (weekly, biweekly or monthly) supported by one-off orders, gift cards and curated starter boxes (Small, Medium, Large and James's Spring Favourites) starting at £43.43 per box. Pricing is tiered - subscription pricing is consistently lower than one-off equivalent pricing - with a £39.50 minimum order, £4.95/£5.95 weekday/weekend delivery fees, and a 6-month free delivery pass (GETSTARTED) for new subscribers. Loyalty mechanics include free cuts from the second box, a Member Exclusive range after the 10th order, and £10 off every 10th order. The 375+ SKU catalogue spans beef, chicken, duck, lamb, pork, venison, turkey, sustainable salmon/trout, cheese, ready meals, deli and pantry lines, with named product modules including the Values Range, BBQ Range, Ready Meals & Slow-Cooked Range, British Free-Range Chicken Range, Wild Venison Range and Land-Based Silverscale Salmon Range.

The supply chain is differentiated by a source-to-order model (orders confirmed 5 days ahead, hand-picked and delivered fresh in temperature-controlled, recyclable, FSC-certified packaging), 100% farm-to-doorstep traceability, exclusive relationships with small-scale free-range British farmers, and a recent strategic shift to closed-system land-based salmon from First Water (Iceland) and Salmon Evolution (Norway). Welfare standards are reinforced through membership of the Humane Slaughter Association and a high-welfare audit programme. The company remains founder-owned, employs over 40 people, ships thousands of boxes per week nationwide, and donates over 500,000 meals via a FareShare South West partnership established during the 2020 pandemic.

Name

field&flower

Legal name

Field & Flower

Website

https://fieldandflower.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Field & Flower is a UK-based, founder-owned D2C retailer that delivers free-range British meat, sustainable fish, cheese and ready meals directly to UK households via its own e-commerce subscription storefront from a Somerset headquarters.

Ownership category

akta.pro rank

Product category

Online Meat & Seafood Retail

NAICS

Meat Retailers (445240), Specialty Food Retailers (4452)

SIC

Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Butcher Box / DTC Meat & Seafood Delivery (AFAIANAD)

akta.pro secondary industries

Meal Kits & Recipe Box Subscriptions (AFAIANAA), Chilled/Refrigerated Prepared Meat & Seafood Meals (AFANAFAD)

Keywords

• Free-range meat delivery
• Meat subscription boxes
• Sustainable fish delivery
• Artisan cheese delivery
• Ready meal delivery

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain

Revenue model

1. Recurring meat/fish subscription boxes: Core revenue stream. Customers sign up for weekly, biweekly, or monthly subscription deliveries of free-range meat, fish, cheese and ready meals. Subscription pricing is lower than one-off pricing. Customers can amend, pause or cancel anytime. Loyalty scheme offers free cuts, an exclusive Member Exclusive range after the 10th order, and £10 off every 10th order.
2. One-off / non-subscription orders: Customers can also place one-off orders without signing up for a subscription. One-off orders accept Apple Pay, Google Pay and PayPal in addition to cards. Priced slightly higher than the equivalent subscription price.
3. Delivery fees and minimum order threshold: Flat £4.95 weekday delivery fee and £5.95 weekend delivery fee on all orders, with a £39.50 minimum spend. Christmas orders have separate delivery pricing. A 6-month unlimited free delivery pass is offered to new subscribers with code GETSTARTED.
4. Gift cards: Gift cards are sold on the site (referenced under Useful Links in the footer and noted in FAQs that only card payments are accepted for gift card orders).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Field & Flower sells free-range British meat, sustainable fish, artisan cheese and ready meals directly to UK consumers via its own e-commerce storefront. Customers can subscribe to flexible recurring boxes (weekly, biweekly or monthly) or place one-off orders, choosing from curated starter bundles or building their own box from 375+ SKUs. The company sources exclusively from small independent British farmers and partners who meet its welfare pledge, delivering fresh (not frozen) in temperature-controlled recyclable packaging across the UK.

Product overview

Field & Flower operates as a single unified direct-to-consumer e-commerce brand (not a platform of separately branded products) centred on one core offering: a free-range British meat and sustainable fish subscription-and-shop service delivered fresh from its Somerset HQ to UK homes. The core product is the flexible subscription box (the Small Starter, Medium Starter, Large Starter, and James's Spring Favourites boxes), which sits alongside a Build Your Own Box shop (https://www.fieldandflower.co.uk/shop) of 375+ SKUs. Around this core, the company has layered several named product modules that share the same supply chain and customer account: the Values Range (everyday-value free-range essentials), the BBQ Range (seasonal grilling cuts), the Ready Meals & Slow-Cooked Range (hand-prepared convenience meals), the British Free-Range Chicken Range (slow-grown, family-farmed), the Wild Venison Range (100% wild, never farmed), and the Land-Based Silverscale Salmon Range (closed-system aquaculture from Iceland and Norway). The site also wraps the offering with Recipes and Blog content that supports the products, and a subscription loyalty scheme with member-exclusive ranges and £10 off every tenth order. All modules integrate into a single customer-facing delivery experience: order any 1, 2 or 4 weeks, edit box contents up to five days before delivery, delivered in temperature-controlled recyclable packaging across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Starter Box 6-item curated subscription starter box (skinless chicken breasts, beef mince, farmhouse sausages, dry cured unsmoked back bacon, Land-Based Silverscale salmon fillets, Barber's 24 Month Aged Vintage Farmhouse Cheddar), priced at £43.43 on subscription (£2.25/100g). Designed as the entry subscription product for new UK household customers.
• Medium Starter Box 7-item curated subscription starter box (whole chicken with giblets, beef mince, dry cured unsmoked back bacon, paprika & herb salt chicken mini fillets, Land-Based Silverscale salmon fillets, Barber's 24 Month Aged Vintage Farmhouse Cheddar, Field & Flower unsalted butter), priced at £58.34 on subscription (£1.65/100g). Mid-tier entry subscription product.
• Large Starter Box 10-item curated subscription starter box extending the Medium range with Field & Flower Beef & Chorizo Burgers and Dorset Dairy Strained Natural Yoghurt, priced at £76.72 on subscription (£1.58/100g). Top-tier entry subscription product for UK households.
• James's Spring Favourites Box 6-item curated seasonal starter box by founder James (salt-aged sirloin steaks, Field & Flower beef & chorizo burgers, slow-cooked lemon & garlic half chicken, Cucaracha chicken strips, Land-Based Silverscale smoked salmon long-sliced, Dorset Dairy strained natural yoghurt), priced at £58.39 on subscription (£2.44/100g).
• Values Range Sub-brand of 29 high-welfare, free-range favourites at greater value — beef mince, chicken breast strips, pork mince, chicken breasts, beef burgers, pork loin steak, sausages, chipolatas, steaks, braising beef, dry cured bacons, chicken legs, Italian sausage meatballs, Barber's Haystack Cheddar, Barber's Red Leicester, and Land-Based Silverscale Salmon Fillets — priced for everyday subscription shopping.
• BBQ Range Curated 99-product BBQ category of free-range cuts and accompaniments including farmhouse sausages, free-range hot dogs, Denver steaks, chicken burgers, Italian fennel sausages, Salt-Aged Single Rib-Eye Steak, Gordano Paprika & Mustard Steak Seasoning, bavette, sage & black pepper sausages, chicken wings, hot honey chicken hot links, cross cut beef short ribs, flat iron steaks, Milky's Halum grilling cheese, Yoghurt Tandoori Chicken Breasts, Field & Flower Beef & Chorizo Burgers, chicken drumsticks, Pork & Caramelised Onion Burgers, BBQ Chicken Wings, Cumberland Sausages, 3 Joint Chicken Wings, South Devon Chilli Sausages, Pork & Leek Sausages, and Chicken, Herb & Cracked Pepper Sausages.
• Ready Meals & Slow-Cooked Range Hand-prepared, small-batch slow-cooked and ready meal range of 22 products using award-winning free-range meat and sustainable fish — Slow-Cooked Beef Ragu Lasagne, Double Gloucester Topped Cottage Pie, The Sustainable Fish Pie, 4-Hour Slow Braised Beef Ragu with Strozzapreti Pasta, Free-Range Fennel Sausage Meatballs, Plant-Based Ragu with Carlin Peas, slow-cooked lamb, turkey, ham hock, pork shoulder, duck leg confit, brisket burnt ends, pork belly, lamb rump and chicken supreme dishes.
• Wild Venison Range 100% wild, never-farmed venison — 7 SKUs (haunch joint, shoulder joint, diced, mince, haunch steak, mini haunch joint, medallions) culled to designated quotas contributing to land management and deer population regulation in British woodlands, hung in fur up to two weeks to mature.
• Land-Based Silverscale Salmon Range Closed-system land-farmed salmon (11 SKUs) sourced from First Water (Iceland) and Salmon Evolution (Norway) — fresh fillets, smoked salmon (D-Cut, Long-Sliced, Trims, Pâté, Gravadlax, sliced side 900g), hot smoked salmon steak, centre cut, fresh diced, and prime fillet. Eliminates antibiotics/pesticides, protects wild fish stocks and is delivered fresh.
• British Free-Range Chicken Range 41 SKUs of properly free-range, slow-grown chicken sourced from small-scale family-run English farms where birds roam, peck and preen outdoors — breast, drumstick, whole, mini fillet, sausage, wing and liver cuts across multiple preparations.
• Field & Flower Gift Cards Gift cards available via the site for purchasing as a present for friends or family, redeemable against future Field & Flower meat, fish, cheese and ready meal orders.

Quantifiable outcome

• Donated over 500,000 meals to FareShare South West foodbanks since 2020
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered strategic flagship partnership, flagship supply-chain partner, former strategic supplier, industry standards partner, long-standing implementation partner, featured product partner and outsourced logistics partner.

• FareShare South Weststrategic flagship partnershipOthers · 1 January 2020Field & Flower partnered with FareShare South West in 2020 to get food to those most in need during the pandemic. The partnership continues to this day, with the company having donated over 500,000 meals and counting through FareShare South West's foodbanks. FareShare South West is publicly thanked on the homepage and on multiple pages of the site.
• First Water (Iceland)flagship supply-chain partnerStrategic or Co-development PartnerField & Flower explicitly describes First Water in Iceland as a partner for its land-based salmon programme. The company moved away from Scottish open-net-pen salmon to land-based closed-system farming for welfare, sustainability and integrity reasons. First Water's pioneering aquaculture systems eliminate the need for antibiotics and pesticides, protect wild fish stocks, and provide a clean, safe habitat. The salmon product line is built around this partnership.
• Salmon Evolution (Norway)flagship supply-chain partnerStrategic or Co-development PartnerSalmon Evolution in Norway is named alongside First Water (Iceland) as a "pioneering farm" partner for Field & Flower's land-based salmon. They use closed-system farming to eliminate parasites, prevent escapees, and remove seabed impact, ensuring higher welfare, sustainability and integrity without compromising on taste or quality.
• Wester Ross (Scottish salmon farm, former supplier)former strategic supplierOthersWester Ross is described as Field & Flower's "primary salmon farm" on the How It Works page, using no antibiotics, growth promoters or GMOs, with very low stocking densities (99% water, 1% fish), medicine-free, slowly grown and naturally healthy. However, the FAQs confirm Field & Flower has moved away from Scottish salmon reared in open net pens and is transitioning to land-based salmon from Iceland and Norway — making Wester Ross a former strategic supplier rather than current partner.
• Humane Slaughter Associationindustry standards partnerOthersField & Flower is a member of the Humane Slaughter Association and works closely with this body to ensure best practices throughout its supply chain. The membership is explicitly stated as part of how Field & Flower guarantees high welfare standards alongside its regular farm, producer and abattoir audits.
• Tom & Colong-standing implementation partnerImplementation/ SI/ Consulting PartnerTom & Co is credited in the site footer as the agency that built the Field & Flower website ("Made by Tom&Co" — "A London based Magento E-commerce Agency"). Tom & Co also delivered the 2024 rebrand and new website ("we invested in a brand-new look and website with all the bells and whistles").
• Pieministerfeatured product partnerStrategic or Co-development PartnerPieminister pies are stocked and prominently featured across Field & Flower's offers (e.g., Pieminister's Free-Ranger Pie, Moo Pie, Moo & Blue Pie, Kate & Sidney Pie, Fungi Chicken Pie, Wild Shroom Pie) and included at the 2 for £9 and 3 for £15 multi-buy prices. The Pieminister partnership supplies the deli/pie range within the broader Field & Flower box.
• Barber's (cheddar maker)featured product partnerStrategic or Co-development PartnerBarber's cheddar is featured across the Field & Flower range — including Barber's 24 Month Aged Vintage Farmhouse Cheddar (190g) in the starter boxes, and Barber's Haystack Cheddar (320g) and Barber's Red Leicester (200g) in the Values Range. Barber's is a recognised British cheddar producer.
• Westcombe (Somerset cheddar)featured product partnerStrategic or Co-development PartnerWestcombe Somerset Farmhouse Cheddar (200g) is listed in the Medium Starter box and is referenced as part of the Field & Flower cheese range.
• Dorset Dairyfeatured product partnerStrategic or Co-development PartnerDorset Dairy Strained Natural Yoghurt (500g) is featured in the Large Starter box and James's Spring Favourites box, supplying the yoghurt category for Field & Flower's dairy range.
• ChalkStream (trout)featured product partnerStrategic or Co-development PartnerChalkStream Trout Fillets, Pack of 2 (260g) are listed in the Values Range and shop pages as Field & Flower's trout supplier. ChalkStream trout is also referenced in a dedicated recipe (ChalkStream trout & vegetable traybake).
• Hayes (courier / delivery partner)outsourced logistics partnerChannel Partner/ Reseller/ DistributorSweetAnalytics tracking pixels in the homepage HTML reference Hayes (Sweet Analytics client ID 'AT-67bd9a191c024') as a website analytics/optimisation vendor; the company uses an unnamed third-party courier for nationwide next-day delivery (with documented postcode exclusions). The 'Made by Tom&Co' footer and the multi-tier packaging/ice-pack supply chain indicate third-party partners in delivery and packaging.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Riverford Organic Farmers: UK organic vegetable and meat box subscription company delivering direct to consumer homes. Closest comparable by subscription box model, farm-to-doorstep ethos, and UK D2C scale.
• Abel & Cole: UK organic grocery and meat/fish box subscription service operating a similar flexible D2C subscription model with nationwide delivery. Comparable by recurring revenue model and ethical sourcing positioning.
• Pipers Farm: UK family-farming DTC meat box company focused on traditional, high-welfare British meat with farm-to-doorstep provenance. Direct competitor by product (free-range meat boxes) and customer (UK welfare-conscious households).
• Farmison & Co: Online butcher delivering premium British meat direct to UK consumers with similar free-range, traceable meat positioning. Direct overlap in product mix and customer base.
• The Ethical Butcher: UK online butcher specialising in high-welfare, sustainably sourced meat with direct-to-consumer delivery. Comparable by welfare-led sourcing and D2C premium positioning.
• Donald Russell: Long-established UK mail-order premium meat company delivering British beef, lamb and game to households. Comparable by DTC mail-order premium meat model and UK customer base.
• Coombe Farm Organic: UK organic meat online retailer delivering organic beef, lamb, pork and poultry direct to consumer homes. Overlaps with Field & Flower on organic/premium meat subscription and one-off orders.

Emerging players

• Farmdrop: UK online farmers' marketplace selling direct from British producers, including meat, fish and dairy. Overlaps with Field & Flower on British-provenance D2C food delivery though not a subscription-only model.

Broad incumbents

• Ocado Retail: Large UK online grocer with broad assortment including free-range meat and fish. Represents the broader e-commerce grocery competitive context, including premium-tier offerings that overlap with Field & Flower's proposition.
• Waitrose & Partners: UK supermarket with strong free-range, British-sourced and welfare-led meat positioning that competes for the same premium-conscious shopper. Broad incumbent with overlapping ethical-sourcing messaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fieldandflower
• Facebookfacebook.com/fieldandflower

Compliance2 records

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 field&flower