The issue of food waste has become a major talking point in recent years. These days, there is also a lot of talk about fresh produce going to waste, not because there is anything wrong with it, but because it doesn't meet retailer's standards.
Farmers Pick works directly with farmers and producers to rescue and purchase fruits and veggies that would otherwise go to waste or have lesser outcomes due to supermarkets' 'unrealistic' beauty standards. The company then delivers them directly to subscribers for up to 30% less than the big supermarkets.
Farmers Pick has a network of 50+ producers, over 25,000 active subscribers, and over 100 passionate staff working hard to rescue produce from all over Australia.
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"In 2020, we launched Farmers Pick, which is a direct-to-consumer grocery platform that rescues 'imperfect' fruit and vegetables, near best-before pantry staples, and other essentials. Farmers Pick is proving that a grocery business can be both profitable and purpose-driven, working towards tackling the 7.3 million tonnes of food waste in Australia each year," explains Josh Ball, co-founder of Farmers Pick.
"During our first few visits to the wholesale markets, we noticed there was a lot of produce they wouldn't even bring to the market because there is such a big risk it won't sell. We also chatted with the farmers and growers and quickly uncovered the ugly reality many of them have to face. They told us about the rising cost of equipment and logistics, changing weather or extreme weather-related events, labour shortages, and the constantly changing cosmetic requirements by the supermarkets.
"We were determined to make a difference, and still are, so we built Farmers Pick not only to redirect food destined for waste, but also to create a fairer model where farmers are paid for all of their produce, and consumers can access fresher, affordable groceries without compromising on values."
Unlike many venture-backed grocery start-ups that raised big and fell hard, Farmers Pick has taken a different path. What began as a small, value-driven initiative to fight food waste has evolved into a wider operation with a strong supply chain and close relationships with farmers and growers.
"Over the years, we've deepened those partnerships with farmers, growers, and suppliers who share our vision of making fresh, quality produce more accessible, regardless of how it looks. These long-term relationships have allowed us to rescue more imperfect and surplus produce direct to customers while also providing a more stable and fair revenue for producers," comments Josh.
"We now deliver to over 25,000 homes across Melbourne, Sydney, Canberra, Brisbane, Sunshine Coast, Gold Coast, Central Coast, and key regional areas. Our evolution has been guided by operational discipline, community impact, and a commitment to proving that ethical business and strong growth can go hand in hand.
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A mix of staples and in-season
Farmers Pick always tries to include a mix of household staples that people use every day in their diet, such as potatoes, onions, carrots, apples, citrus, and leafy greens. These are the core items that make cooking at home easy and affordable. They then build the rest of the box around them based on the influx of products that we rescued and on what's fresh, in-season, and available.
"We're seeing a lot of beautiful autumn produce coming through - saying goodbye to stone fruit and bringing in new varieties of grapes, pears, and pomegranates. Shepard avocados are also in full swing, and brussels sprouts are kicking into gear.
"The good thing about our box is that it always encourages and challenges our customers to eat and cook with in-season produce. We've heard from many of our customers that their kids and families had never tried certain fruits or vegetables before but were introduced to them through our box. A lot of parents also told us that it's a great education tool - even their picky eaters started learning about and enjoying new foods."
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Big weather events
Weather events can disrupt the agriculture business and often leave growers with a glut of produce that supermarkets won't take because they don't meet cosmetic standards. Farmers Pick works directly with them to take what's left and deliver it straight to customers' doors, so nothing goes to waste.
"The Lockyer Valley area in Queensland has been one of the areas hardest hit by Cyclone Alfred. On top of water damage and flooding, the intense winds have created cosmetic differences in a lot of crops, affecting how they grow. Even though they will still taste great and are safe to eat, we know that supermarkets will reject them due to their strict beauty standards and rigid product specifications, causing a huge amount of food waste and artificial price hikes as supply becomes more limited."
Josh said they have seen an increased awareness from consumers for their services and produce.
"If we look back to a few decades, our shops would be filled with fruits and veggies of all different shapes, sizes and colours. But over time, supermarkets have become more stringent on how our produce should look, meaning consumers' expectations have changed with it. We educate what's important for consumers - to be open to 'imperfect' produce. As growing conditions for crops change and become more extreme, we need to embrace produce that looks different, whether that's size, shape, colour, or minor blemishes.
"Our box is also significantly cheaper, offering bigger and better value, with savings of up to 30-50% compared to major supermarkets. Consumers have reported that the produce from us is so much fresher, as we cut out the middlemen, and they last longer, enough to feed the whole family."
More awareness of retailer's practises
"It has opened people's eyes, for sure. The supermarket oligopolies have created a system where farmers often lose out and shoppers pay more. Despite growing concerns about affordability and competition, the power of Australia's supermarket giants remains largely unchecked. That conversation has led more people to look for alternatives like Farmers Pick, where they know they're supporting local growers and getting better value for money in return.
"The increased cost of living has made consumers more aware of our services, households are constantly feeling the pinch, thanks to shrinkflation and supermarket oligopolies. Even if the recent Federal Budget introduces tax cuts to boost individuals' take-home pay, supermarkets will still keep grocery prices high. People are looking for smarter ways to eat well without spending a fortune. We've always been about reducing waste and supporting farmers, but at the same time helping families stretch their grocery budget further. We are always on the lookout for new farmers to partner. Click here to find out more.
For more information:
Farmers Pick | The PR Group
farmerspick@prgroup.com.au
Tel: +61 424 306 609