GOOD FOOD PROJECT LTD

What GOOD FOOD PROJECT LTD does

Good Food Project Ltd is a UK-based direct-to-consumer online retailer specializing in certified organic groceries, household essentials, and natural health products, operating from Perth, Scotland under company number SC727601. The company sells a catalog of 600+ SKUs spanning fresh and frozen organic meat (Hugh Grierson Organic), fresh produce, eggs and dairy, a comprehensive pantry range (608 items, 570 certified organic), health and wellbeing supplements, books and DVDs, and home and kitchenware. It is incorporated as a private limited company with 1–10 employees and a 3,464+ customer review base, and serves health-conscious consumers, food-autonomy advocates, and the alternative-health community across the United Kingdom.

The platform is built on Shopify with a dual delivery model: Express Shop delivers in-stock items Wednesday through Saturday following a Sunday midnight cut-off, while Preorder offers bulk purchasing with 10-day lead times and wider selection at better pricing. Proprietary tooling includes the Build Your Own Bundle (BYOB) configurator and a tiered prepaid loyalty system called the Food Security Wallet, where customers load £300, £500, or £1,000 to receive 3%, 5%, or 10% discounts for 12 months. Marketing runs across Twitter, Facebook, Instagram, TikTok, YouTube, and Telegram, supported by an Events Affiliate Program, the Barbara O'Neill Collection of curated health books and remedies, and a GFP Recommends network of 26+ partner brands spanning supplements, blue-light protection, home growing systems, sound healing, and gold investment.

Revenue is generated through one-time e-commerce sales, multi-buy bulk discounts (5–20%), and the recurring prepaid wallet stream. No external funding, institutional investors, or acquisitions are disclosed. Go-to-market emphasizes community building around a "Good Food Revolution" narrative positioned against conventional supermarkets, with delivery and checkout supported by Shopify, Klarna, PayPal, Apple Pay, Google Pay, and Shop Pay.

Name

GOOD FOOD PROJECT LTD

Legal name

Good Food Project Ltd

Website

https://goodfoodproject.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Food Project is a UK-based online retailer of certified organic groceries, household products, and natural health items, operating a Shopify-based nationwide e-commerce platform with twin Express Shop and Preorder delivery models and a tiered prepaid loyalty wallet for health-conscious consumers.

Ownership category

akta.pro rank

Product category

Organic Food E-commerce Retail

NAICS

Meat Retailers (445240)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

akta.pro secondary industries

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Organic food retail
• Online grocery store
• Natural health products
• Household essentials
• Organic meat delivery

Headquarters

HQ city

Perth

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales of organic food products including fresh/frozen meat, fruit & veg, pantry items, health products, and household essentials. Products sold at individual unit prices with various bundle options.
2. Loyalty Cards & Food Security Wallets: Pre-loaded wallet system where customers load £300, £500 or £1,000 and receive 3%, 5% or 10% discount on all orders for 12 months. Creates recurring engagement and locked-in spending.
3. Bulk Preorder Sales: Preorder system for bulk purchases enabling wider product selection and better pricing. Customers order by Sunday midnight for delivery the following Wednesday.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Good Food Project is an online direct-to-consumer retailer of organic groceries, fresh and frozen meat, fruit and vegetables, pantry staples, dairy, natural health supplements, books, and household essentials. The company operates two distinct fulfillment models: Express Shop for faster delivery of in-stock items (order by Sunday midnight for delivery Wednesday-Saturday) and Preorder for bulk purchases with wider selection and better pricing (10-day delivery). It curates products from independent farmers, growers, and artisan producers as an alternative to conventional supermarkets.

Product overview

Good Food Project is an organic food e-commerce platform operating two core purchasing models: Express Shop for faster delivery (order by Sunday midnight, deliver from Wednesday) and Preorder for bulk purchases with wider selection and better pricing. The platform offers a comprehensive portfolio of 600+ organic products across multiple categories including fresh and frozen organic meat (beef, lamb, chicken, pork) from Hugh Grierson Organic, fresh organic produce, pantry staples, dairy, health supplements, and wellness books. Additional services include a Food Security Wallet loyalty program with tiered discounts (3-10% based on load amount), Build Your Own Bundle (BYOB) for customized multi-product packs, and Multi-Buy Deals offering 5-20% savings on bulk items. The platform differentiates itself through direct relationships with independent farmers, growers, and artisan producers as an alternative to conventional supermarkets.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Organic Meat and Poultry Fresh organic beef, lamb, chicken, and pork from Hugh Grierson Organic, including cuts such as Aberdeen Angus steaks, roasts, minced beef, free-range chicken parts, and home-bred lamb varieties, available for nationwide UK delivery via the Express Shop channel.
• Frozen Organic Meat and Poultry Frozen organic meat and poultry products including Aberdeen Angus beef cuts, free-range chicken, and home-bred lamb, with extended shelf life through freezing.
• Fruit & Veg Everyday Essentials Bundle selection of fresh organic fruits and vegetables including bananas, oranges, apples, potatoes, carrots, onions, leeks, garlic, and sweet potatoes from various organic sources.
• Organic Pantry Items Comprehensive range of 608 organic pantry products including beans and pulses, grains, biscuits and chocolate, bread and crackers, breakfast cereals, cooking sauces, flour and baking ingredients, herbs and spices, jams and spreads, nuts and seeds, oils and vinegars, pasta and rice, preserved goods, seasonings, and tea and coffee.
• Eggs & Dairy Produce Organic dairy products including eggs from Calon Wen and other organic dairy sources.
• Health & Wellbeing Products Health supplements and wellness products including Fushi Wellbeing carrier oils, essential oils, and other natural health items targeting the alternative health community.
• Books & DVDs Collection of health, self-healing, and wellness books including works by Barbara O'Neill such as 'Sustain Me' and 'Self Heal By Design', as well as titles like 'The Assassination of Barbara O'Neill' and 'The Cancer Industry' by Mark Sloan.
• Home & Kitchenware Kitchen essentials and home items including cleaning products, laundry supplies, personal care items, and home cleaning solutions.
• Loyalty Cards & Food Security Wallets Prepaid wallet program allowing customers to load £300, £500, or £1,000 and receive 3%, 5%, or 10% discount respectively on all orders for 12 months, helping customers move grocery budget away from supermarkets.
• Preorder Bulk Service Bulk ordering service offering wider product selection and better prices; customers order by Sunday midnight for delivery the following Wednesday, allowing access to items not held in stock that arrive within 10 days.

Named customers4 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

Integration7 records

Feature1 record

Partnerships

16 partnerships are on record, tiered minor.

• TallyMoneyminorGTM or Marketing PartnerRecommended partner brand featured in GFP Recommends section, offering complementary financial/banking services to the organic lifestyle community.
• The Pure Gold CompanyminorGTM or Marketing PartnerRecommended partner brand offering gold investment services, positioned for the health-conscious consumer seeking alternative stores of value.
• BlockBlueLightminorGTM or Marketing PartnerRecommended partner for blue light blocking products, complementary to health and wellness product line.
• Bon ChargeminorGTM or Marketing PartnerRecommended partner brand offering health and wellness products aligned with organic lifestyle positioning.
• Clive de Carle's Secret Health ClubminorGTM or Marketing PartnerFeatured partner offering alternative health education and products, aligned with the company's Barbara O'Neill health collection.
• EarthBandminorGTM or Marketing PartnerRecommended wellness technology partner offering grounding/earthing products.
• Grounded WellnessminorGTM or Marketing PartnerRecommended partner for grounding and wellness products.
• Juice Plus+minorGTM or Marketing PartnerFeatured nutritional supplement partner offering plant-based nutrition products.
• LovetunerminorGTM or Marketing PartnerRecommended partner offering sound healing and wellness products.
• OcushieldminorGTM or Marketing PartnerRecommended blue light protection products partner.
• PACK'DminorGTM or Marketing PartnerFeatured partner offering frozen organic meal products, complementary to the food delivery service.
• Premier Seeds DirectminorGTM or Marketing PartnerRecommended partner for organic and heritage vegetable seeds, supporting food autonomy and self-sufficiency mission.
• Supreme CBDminorGTM or Marketing PartnerFeatured CBD wellness product partner.
• Tower GardenminorGTM or Marketing PartnerRecommended partner for home growing systems, aligned with food autonomy and self-sufficiency mission.
• ZinzinominorGTM or Marketing PartnerFeatured partner offering balance test products and supplements.
• VimergyminorGTM or Marketing PartnerRecommended wellness and supplement partner offering alternative health products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• COOK: UK prepared-meal retailer selling frozen ready-to-heat meals online and through stockists. Comparable on prepared-meal category overlap within Good Food Project's pantry/convenience range.

Broad incumbents

• HelloFresh: Large UK meal-kit subscription service. Comparable on DTC food delivery and subscription mechanics, though focused on meal kits rather than full grocery assortment.
• Ocado Retail: Major UK online grocery retailer with extensive organic range. Overlaps on online grocery and organic SKUs but operates at vastly larger scale across full supermarket assortment.

Direct peers

• Abel & Cole: UK online organic grocery retailer offering fresh produce, meat, dairy, and pantry items on a recurring delivery model. Directly comparable operating model and target customer.
• Riverford Organic Farmers: UK-based organic produce box and grocery delivery service. Closest comparable: nationwide DTC organic grocery model with subscription-style boxes and direct farmer relationships.
• Planet Organic: UK organic specialist retailer with online and physical stores. Directly comparable on organic assortment and health-conscious customer base.
• Daylesford Organic: Premium UK organic food retailer with farms, stores, and online delivery. Comparable on premium organic positioning and DTC e-commerce, with broader physical footprint.

Others

• Hugh Grierson Organic: Scottish organic farm supplying meat directly to consumers and wholesale. Listed as a Good Food Project meat supplier; comparable as a niche UK organic meat producer in the same supply ecosystem.

Emerging players

• Wild Nutrition: UK DTC nutritional supplement brand. Comparable on health-and-wellness positioning within Good Food Project's Health & Wellbeing category and overlapping customer personas.
• The Ethical Superstore: UK online retailer focused on ethical, organic, and natural products. Comparable on values-driven DTC organic retail and overlapping household/wellness categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/gfptweets
• YouTubeyoutube.com/channel/UCyz8WIyf8rZ28ACJlVst3Hw
• Facebookfacebook.com/The-Good-Food-Project-101737659120086
• Instagraminstagram.com/goodfoodproject1
• TikToktiktok.com/@goodfoodproject
• LinkedInlinkedin.com/company/good-food-project

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 GOOD FOOD PROJECT LTD