Farmaround

What Farmaround does

Farmaround Ltd. is a UK-based, founder-owned direct-to-consumer organic produce delivery service established in 1994 by Isobel in South London. Operating from Purley with an original packhouse heritage in Forest Hill, the company pioneered the UK's first organic box scheme and continues to deliver weekly and fortnightly assortments of seasonal organic vegetables and fruit to households across London, Greater London, parts of the Home Counties, and Brighton. The product portfolio comprises eleven bag SKUs (Organic Vegetable Bags in Luxury, Standard, Big, Select, Salad, and Mini sizes; Organic Fruit Bags in Luxury, Standard, Big, and Mini sizes; plus a Mixed Fruit and Vegetable Bag) priced between £10.50 and £28.25, with a flat £3.99 delivery charge, a £12.50 minimum order, and add-on items such as potatoes, carrots, mushrooms, tomatoes, apples, and oranges.

The underlying technology is a managed e-commerce storefront built on the Growing Good platform, with Stripe handling payment processing and PostHog Analytics providing EU-hosted (Frankfurt) site-performance and usage monitoring on a 12-month retention basis. There is no proprietary technology stack, no AI/ML capability disclosed, and no mobile application. The company operates without any disclosed external institutional funding, M&A activity, or leadership changes since founding. Brand authority rests on its UKP1818 organic certification (audited by Organic Farmers and Growers), direct relationships with small UK growers in Suffolk, Cambridgeshire, Lincolnshire, Lancashire, Herefordshire, and Devon (plus Mediterranean cooperatives), and a same-day harvest-to-door freshness model delivered in plastic-free recyclable paper sacks.

The revenue model is a recurring subscription service with no long-term contractual obligation, supplemented by one-off orders and customer-driven customization (Pick Your Own, swap facility, dislike lists). Sister ventures Izzy Lane (a 2007 ethical fashion label using wool from Farmaround's Yorkshire sheep sanctuary) and Hen Nation eggs (launched 2011) extend the founder's animal-welfare brand but sit outside Farmaround's core subscription produce business.

Name

Farmaround

Legal name

Farmaround Ltd.

Website

https://farmaround.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Farmaround Ltd. is a UK founder-owned DTC subscription service founded in 1994 that delivers weekly and fortnightly organic vegetable and fruit boxes to households across London, Greater London, Brighton, and the Home Counties, operating without external funding on a managed e-commerce platform.

Ownership category

akta.pro rank

Product category

Organic Grocery Delivery

akta.pro industry

PRIMARYAFAIANAC

Farm-to-Consumer Produce Boxes / CSA Delivery

Agriculture & Food Production/Food Distribution & Wholesale/Direct-to-Consumer Food Distribution

SECONDARYCRAHAHAG

Fresh Food Subscription/CSA & Produce Box Retail

Consumer Products & Retail/Grocery & Food Retail/Fresh Food Specialists (Produce, Meat, Seafood)

SECONDARYAFAOAGAI

Leafy Greens & Salad Processing Packhouses (Fresh-Cut)

Agriculture & Food Production/Post-Harvest Handling & Storage (Grain Elevators, Silos, Cold Storage)/Packhouses & Produce Sorting/Grading Facilities

SECONDARYIMALAHAE

Fresh Produce Packaging

Industrials, Manufacturing & Construction/Packaging & Containers/Food & Beverage Packaging

Keywords

• Organic produce delivery
• Organic box scheme
• Home grocery delivery
• Farm-to-door service
• Organic vegetable bags

Headquarters

HQ city

Purley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Organic Produce Box Subscriptions: Weekly and fortnightly subscription deliveries of assorted bags of seasonal organic produce from small organic growers. Customers can subscribe to regular deliveries with the ability to suspend or cancel at any time. Also offers one-off orders.
2. Individual Produce Items: Individual items sold separately including potatoes, carrots, onions, mushrooms, tomatoes, apples, pears, bananas, and oranges for customers who want extra quantities of specific produce.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Farmaround delivers weekly and fortnightly boxes of certified seasonal organic fruit and vegetables from small organic growers directly to customer homes across London, Greater London, Brighton, and parts of the Home Counties. The offering is centered on a subscription-style recurring produce box model with flexible suspend/cancel options, complemented by one-off orders and individual produce extras such as potatoes, carrots, onions, and fruit. All produce is certified organic (UKP1818), delivered in plastic-free recyclable paper sacks via a same-day harvest-to-door model.

Product overview

Farmaround is a single unified product offering: a weekly and fortnightly organic home delivery subscription service for fresh produce boxes. The product portfolio consists of eleven distinct bag products organized across three categories: Organic Vegetable Bags (Luxury, Standard, Big, Select, Salad, and Mini), Organic Fruit Bags (Luxury, Standard, Big, and Mini), and Mixed Fruit & Vegetable Bags. Customers can choose bags based on household size and preferences, with contents varying weekly according to season and availability. Additional extras such as potatoes, carrots, onions, mushrooms, tomatoes, apples, pears, bananas, and oranges can be added separately. The service includes a Pick Your Own option for customisable orders, and delivers across Greater London, Brighton, and parts of the Home Counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Organic Vegetable Bag An assorted subscription bag of 11-12 types of organic vegetables suitable for 2-4 people, including salad items and luxury selections. Contents vary weekly by season and availability.
• Standard Organic Vegetable Bag An assorted subscription bag of 8-9 types of organic vegetables suitable for 2-4 people. Contents vary weekly by season and availability.
• Big Organic Vegetable Bag An assorted subscription bag of 9 types of organic vegetables suitable for 3-5 people, comprising potatoes, carrots and onions as a base plus 6 other varieties. Contents vary weekly.
• Mini Organic Vegetable Bag An assorted subscription bag of 7-8 types of organic vegetables in smaller quantities suitable for 1-2 people, typically potatoes, carrots and onions as a base plus 5 other varieties. Contents vary weekly.
• Organic Select Bag An assorted subscription bag of 8-9 types of organic vegetables for 2-4 people; a more selective, easy-cook bag often with salad items, but excludes potatoes, carrots, onions, beetroot, swede, kale or cabbages. Contents vary weekly.
• Organic Salad Bag An assorted subscription bag of 5-6 organic salad items which vary weekly according to season and availability, with last-minute substitutions possible.
• Luxury Organic Fruit Bag An assorted subscription bag of 8-9 varieties of organic fruit suitable for 3-5 people, mixing basics with luxury items. Contents vary weekly by season and availability.
• Standard Organic Fruit Bag An assorted subscription bag of 5-6 varieties of organic fruit suitable for 2-4 people. Contents vary weekly by season and availability.
• Big Organic Fruit Bag An assorted subscription bag of 5 varieties of organic fruit with generous quantities suitable for 2-5 people, suited for packed lunches and juicing. Contents vary weekly.
• Mini Organic Fruit Bag An assorted subscription bag of 4-5 varieties of organic fruit with smaller quantities suitable for 1-2 people. Contents vary weekly by season and availability.
• Mixed Organic Fruit and Veg Bag An assorted subscription bag of 9 types of organic fruit and vegetables suitable for 2 people, typically 5-6 varieties of vegetables and 3 varieties of fruit. Contents vary weekly.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

One partnership is on record.

• Izzy LanecoreStrategic or Co-development Partner · 1 January 2006Sister company to Farmaround, founded by the same owner Isobel. Izzy Lane is an ethical fashion label using wool from Farmaround's rescued sheep sanctuary. The wool from the sheep pays towards their keep. Izzy Lane promotes the British textile industry and is the first ever slaughter-free wool brand. It has received extensive press coverage and won multiple awards including RSPCA Awards and New Designer of the Year at the RE Awards.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Abel & Cole: Abel & Cole is a UK organic and ethical grocery home-delivery subscription service offering organic produce boxes alongside a wider grocery range. Comparable to Farmaround in DTC organic delivery and subscription model, with broader product breadth and national reach.
• Oddbox: Oddbox is a UK produce box subscription delivering 'wonky' and surplus fruit and vegetables (organic and conventional) on a weekly/fortnightly schedule. Comparable to Farmaround in subscription box mechanics and freshness promise, though differentiated by surplus/upcycling positioning.
• Riverford Organic Farmers: Riverford is the largest UK organic vegetable box scheme, founded 1986, delivering seasonal organic produce boxes on a weekly subscription model across the UK. Directly comparable to Farmaround on product category, subscription mechanics and target customer, but at significantly greater national scale.
• Phineas: Phineas is a UK online greengrocer specialising in organic and ethically sourced fresh produce with home delivery. Comparable to Farmaround as a subscription-friendly organic produce retailer serving UK households.
• The Organic Delivery Company: The Organic Delivery Company is a London-focused DTC organic produce and grocery home-delivery service. Directly comparable to Farmaround on geography (London), organic certification and weekly home-delivery model.

Broad incumbents

• HelloFresh: HelloFresh is the UK's largest meal-kit subscription, delivering pre-portioned ingredients with recipes weekly. While not a pure produce box, it competes for the same weekly home-delivery grocery budget and health-conscious customer segment as Farmaround.
• Daylesford Farm: Daylesford is a UK organic farm shop and home-delivery retailer offering organic produce, meat and pantry items with national shipping. Comparable premium organic positioning and DTC delivery, though far broader product range and physical retail presence.
• Gousto: Gousto is a major UK meal-kit subscription offering weekly recipe boxes with fresh ingredients. Competes with Farmaround for the same weekly fresh-food home-delivery occasion and similar urban, convenience-oriented customer.

Emerging players

• Plentiful (formerly City Harvest surplus): Plentiful is a UK subscription produce box service focused on surplus and locally-sourced fruit and vegetables. Adjacent to Farmaround in DTC weekly box delivery model, but with an upcycling/surplus angle versus Farmaround's organic angle.

Others

• Growing Good: Growing Good is the e-commerce platform provider that powers Farmaround's website. It is an enabler/technology supplier rather than a competitor, but its presence on multiple organic farm DTC sites makes it a relevant ecosystem peer for understanding the broader UK organic box scheme infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Farmaround
• Instagraminstagram.com/farmarounduk
• Xx.com/farmaround

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Farmaround