Farmison & Co’s online orders rise 17% and it’s a bit hit with over-50s

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Farmison & Co, the sustainable online meat brand that connects farms directly to customers, today [13 July] announced strong first half ecommerce order growth of 17 per cent for the six months to 30 June 2021 compared to the same period in 2020.  

This performance means order-growth has accelerated more than three-fold (300 per cent) between 2019 and 2021 as customers join its mission for Britain to eat better meat. 

The first six months of 2021 has seen Farmison & Co break new ground on the farm, online and in the expansion of its customer offer. 

  • On the farm, Farmison & Co has invested in White Park and Gloucester herds that allow some of the country’s at-risk heritage breeds to be saved. It now offers over 12 different British and native beef breeds to customers. 

    Through its direct-to-farmer 15-day payment scheme, Farmison & Co continues to support the livelihoods of over 35 smallholdings and farms across the north of England, guaranteeing a price to farmers that enables them to plan for the future and grow their herds as Farmison & Co also expands.   
  • Online, it has invested in a re-engineered website that builds capacity, allows customers to buy with a single click and provides a platform for future range and service expansion, including a launch into the growing meal subscription market.   
  • For customers, it has built on its reputation for flavour by launching a new Saucepan Ready range – ready-to-heat meals that allows Farmison & Co to use much more of the high-quality meat reared by its farmers. 

    The initial four Saucepan Ready meals – lamb hot pot, chilli con carne, chicken tikka masala, and beef ragu – have been developed by Jeff Baker, Farmison & Co’s own Michelin-starred executive chef and help drive new growth with over one in ten baskets (12 per cent) selecting one of the meals.   

Other highlights from the first half of 2021 include: 

  • Sales growth of 11 per cent in the first half of the year, demonstrating continued appeal of Farmison & Co’s offer. 
  • A 39 per cent growth in repeat customer orders compared to the same period in 2020, showing the loyalty generated. 
  • Further development in Farmison & Co’s appeal across all ages. Unusually for an e-commerce retailer, Farmison & Co’s online offer is popular across generations – around half (49 per cent) of its customers are over 50 and almost a fifth (19 per cent) are over 66. 

John Pallagi, Farmison & Co’s founder and CEO, said: “As we’ve moved into more traditional buying patterns after the first lockdown, we’ve been delighted to see that the new customers who came to us in 2020, are staying with us to support our mission to get the nation eating better meat. 

“And not only are those customers supporting us – they’re helping our small group of farmers who share our vision, invest in their herds, protect the landscape of the North of England, and bring sustainability to farms that are committed to the highest standards of husbandry. 

“I’m excited too that, as more customers understand the importance of seasonality in the food they buy, that our country can be less reliant on imports that feed the ‘get-it-whenever’ mentality driven by large food retailers.  

“What’s more, over the balance of 2021, we expect retailers dependent on imports of meat to face significant inflation as the cost of global transportation feeds through to on-the-shelf prices.   

“There is no better time for those who share our mission for better meat, to actively seek out producers committed to British farms with local supply chains, based on the highest standards of husbandry.”  

The business’ progress follows phenomenal 2020 growth which saw sales double as lockdown customers flocked to Farmison & Co’s extensive range of free-range, grass-fed and dry-aged heritage breed meat sourced from responsible and sustainable British farms. 

The strengthening of the business in the first half of 2021underscores the attraction of Farmison & Co’s mission to return heritage breeds to the nation’s tables. Customers who found the business in lockdown have stayed to join its campaign for Britain to find and eat better meat. 

Farmison & Co’s continued success is good news for the farmers across Yorkshire, Cumbria and Lancashire who are extending their access to a new online customer – one that also has a developing appreciation for the taste and flavour of heritage breeds such as Red Poll, Aberdeen Angus, Shorthorn, Galloway, Dexter and Sussex. 

Farmison & Co now employs more than 100 people in Ripon and supports over 35 farms across Yorkshire and the north of England. 

Farmison & Co was recently awarded the coveted title of Online Butcher of the Year award for the third time in 2020. Last month it was also named as one of Yorkshire’s top Butchers in the Countryside Alliance’s Rural Oscars. 

Farmison & Co has ambitious plans for continued growth in the second half of 2021, including the recent opening of its first click-and-collect butcher’s shop at its base in Ripon.