Groobarbs Wild Farm

What Groobarbs Wild Farm does

Groobarbs Wild Farm, legally Groobox Ltd., is a UK private limited company operating an 86-acre farm across sites in High Legh and Great Budworth in Cheshire. The company grows more than 50 different crops and harvests 52 weeks per year, supplying fresh produce to households in Cheshire, Manchester, Liverpool and parts of Staffordshire and Derbyshire.

Its core offering is a subscription-based direct-to-consumer vegetable box delivery service sold via the groobox.co.uk and my.groobarbs.co.uk e-commerce platforms. Customers can configure recurring weekly orders, swap box contents, and add ancillary items such as RSPCA-approved free-range eggs, blossom honey, bakery products, drinks and Northern Pasta extras. The company operates its own delivery fleet providing free home delivery, often on the same day produce is picked. On-site, the Field Kitchen sub-brand operates as a farm-to-table restaurant serving dishes built around the farm's produce.

The business generates revenue through three streams: recurring weekly vegetable and fruit box subscriptions, transactional sales of ancillary grocery products, and dine-in sales from the Field Kitchen restaurant. The company has no disclosed headcount, no equity funding history and no app presence; financial support to date has come from public-sector grants including the EU Agricultural Fund, Cheshire Leader Fund and DEFRA, with DEFRA funding specifically directed at bespoke software, the Field Kitchen and a new independent power supply. Operational differentiators include five years of carbon-neutral farming without a National Grid connection and chemical-free washing of produce.

Name

Groobarbs Wild Farm

Legal name

Groobox Ltd.

Website

https://groobarbs.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Groobarbs Wild Farm (Groobox Ltd.) is a Cheshire-based farm that runs a direct-to-consumer subscription vegetable box delivery service across the North West of England, with ancillary grocery add-ons and an on-site Field Kitchen restaurant.

Ownership category

akta.pro rank

Product category

Fresh Produce Delivery

NAICS

Noncitrus Fruit and Tree Nut Farming (11133)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Sprouts & Microgreens Farming (Alfalfa Sprouts, Microgreens, Wheatgrass) (AFAGADAL)

akta.pro secondary industry

Leafy Greens & Salad Processing Packhouses (Fresh-Cut) (AFAOAGAI)

Keywords

• Vegetable box delivery
• Fresh produce delivery
• Farm to door
• Local farm produce
• Organic vegetables

Headquarters

HQ city

High Legh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Vegetable Box Delivery: Subscription-style regular orders for fresh vegetable boxes delivered weekly to customers' homes. Boxes include various produce options (Veg Boxes, Fruit & Veg Boxes, Fruit Bags & Boxes) with the ability to swap items and customize orders.
2. Ancillary Products: Sales of additional products including bakery items, drinks, eggs, honey, and extras (pasta, etc.) that complement the core vegetable box offering.
3. Field Kitchen Restaurant: On-farm restaurant serving dishes made from their fresh produce, generating additional revenue from dine-in customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Groobarbs Wild Farm grows over 50 crops on 86 acres in Cheshire (High Legh and Great Budworth) and sells fresh vegetable boxes, fruit and vegetable boxes, fruit bags, eggs, honey, bakery, drinks and extras direct to consumers via a subscription-based weekly delivery service with free home delivery across Cheshire, Manchester, Liverpool and parts of Staffordshire and Derbyshire. Boxes are customizable with item swaps, and produce is harvested 52 weeks a year, often delivered the same day it is picked. The farm also operates the Field Kitchen on-site restaurant serving dishes made from its own produce.

Product overview

Groobarbs Wild Farm operates a subscription-based fresh produce delivery service centered around customizable veg boxes grown on their 86-acre Cheshire farm. The core offering consists of Veg Boxes and Fruit & Veg Boxes in various sizes (including the Small Veg Box), supplemented by add-on modules including Bakery items, Drinks (such as apple juice), and Extras like pasta. Additional products include Free Range Eggs and Blossom Honey. The farm also operates the Field Kitchen restaurant on-site, which serves dishes featuring their fresh produce.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Veg Box

Quantifiable outcome

• Carbon neutral farm operations achieved for 5 consecutive years

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Daylesford Organic: Premium UK organic farm operator with farmshops, cafes, online delivery, and a wider lifestyle range. Comparable farm-to-customer proposition and brand positioning but operates at much larger scale and across multiple channels.
• HelloFresh: Global meal kit subscription leader with a large UK operation. Targets the same household customer with subscription food delivery, but at much larger scale and with a different product format (meal kits).
• Gousto: UK D2C meal kit subscription company delivering recipe boxes to households nationally. Comparable subscription and home-delivery model, but offers recipe-portion meal kits rather than whole produce.

Direct peers

• Abel & Cole: Long-established UK organic box delivery company offering fruit, veg, meat, dairy and pantry items via weekly subscription. Same subscription box delivery model and customer demographic as Groobarbs, with broader geographic reach.
• Riverford Organic Farmers: UK's largest organic veg box subscription service, delivering from regional farms to households. Direct competitor to Groobarbs with overlapping product (mixed veg boxes, recipe content) and subscription delivery model, but at national scale.
• Oddbox: UK D2C fruit and veg box company focused on surplus and 'wonky' produce, delivering weekly subscription boxes to households. Closely comparable in channel, product format and sustainability narrative to Groobarbs.

Others

• Farmdrop: Former UK D2C platform connecting local farms with consumers for fresh produce and grocery delivery. Closely comparable in mission and audience but ceased trading in 2022, illustrating the difficulty of scaling such models.

Emerging players

• Pipers Farm: UK family-run farm producing and delivering meat and small-batch groceries direct to customers via online ordering. Comparable 'farm-to-door' D2C model and values-led positioning, though its core category is meat rather than produce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Groobarbs
• LinkedInlinkedin.com/company/groobarbs-wild-farm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Groobarbs Wild Farm