CEO of online farmers’ market Wylde explains the significance of new EU/UK fishing deal
Continuing the current EU/UK fishing regime for a further 12 years will mean another 12 years of overfishing
We need to consider the fragile marine ecology of the British Isles as well as need for trade
21/5/25, Twickenham, London: Food entrepreneur and Nick Jefferson, the founder and CEO of online famers’ market Wylde, comments on news that the UK and the EU have agreed a new trade deal.
Nick Jefferson said:
“The EU and the UK agreed new post-Brexit trading terms this week. One controversial measure was the agreement that EU fishermen will continue to have the same access to British waters that they have had for the last few years until 2038.
“If nothing has changed, why should we care?
"Because the seas around our islands are being massively overfished — typically by enormous trawlers from the EU fleet.
“This deal means that for the foreseeable future, our waters will be open to overfishing from EU factory boats that will continue to wreak terrible damage to the seabed.
"As consumers, we can choose not to endorse this by buying our fish from sustainable UK producers, for example the fishermen of Lyme Bay. But that won't stop the factory boats.
"So, while improved market access might help some UK businesses, we must remember that the deal comes at a cost not just to the UK fishing industry but also to marine ecology of our isles."
Wylde was launched in September 2023 by entrepreneurs Nick Jefferson, 48, and Ella Cooper, 29, with a mission to revolutionise the UK’s food distribution system by making the country’s best regenerative, organic and biodynamic produce available by direct delivery to consumers nationwide. And all in one box.
Wylde works with scores of farmers, fishermen, foragers, hunters, artisan producers, brewers, bakers, wine importers and many more. Wylde lists food and drink on its online marketplace and delivers aggregated customer orders anywhere in Great Britain, apart from the Highlands and Islands of Scotland.
“Our goal is to put great food on people’s tables, but really, we are trying to disrupt Britain’s dreary supermarket-dominated food distribution system by creating a national farmers’ market that gives small producers a country-wide reach,” Nick said.
Last month, Wylde’s founders Nick Jefferson and Ella Cooper, were shortlisted for the British Library’s Food Season prestigious inaugural Food Hero award.
This is what the Library said in its award citation:
“What makes Wylde stand out … is how Wylde is challenging head-on the food system status quo. Wylde is fearless in questioning the role of supermarkets and showing how a reliance on them is damaging to the food system, health and the environment.”
The business launched to the public in September 2023 and has demonstrated strong growth. The number of producers on the market has more than tripled, from 20 at launch to more than 60 now. At launch, customers’ average order value was £55. It now stands at over £95. Meanwhile Wylde Market has already done a great job of reaching customers. A year after launch in September 2024, the business had 10,000 subscribers. That’s more than doubled to 25,000 today.
Ends
Photos are available on demand
Notes to Editors
· Wylde is the UK’s online farmers’ market connecting customers directly to farmers, fishermen and artisanal food producers. It offers products that are fresher, more sustainable, and of higher quality than those found in the supermarket.
· The market is all online. Customers can shop from their phone, tablet or laptop and everything arrives in one convenient box on Fridays with nationwide delivery.
· Producers can access new customers across the UK and, because they set the price of the produce, they get a fair price for what they farm, catch or make.
· As the business holds no stock and, at its core, puts producers in touch with consumers and arranges delivery, it is highly scalable. 80% of sales are generated from outside of the M25.
· The UK online grocery market is worth £22 billion and is set to grow by 22% in the next five years. The UK organic food market is now worth £3 billion.
· Wylde Market’s founders Ella Cooper and Nick Jefferson were named in Delicious Magazine’s feature 15 food heroes making a change in 2025.