Press Release
Groundswell 2025 is next week… and this is why it’s important
Groundswell is the UK’s most important regenerative farming event
With hundreds of workshops, scores of expert speakers and 8000 attendees, its hugely influential, not just as a networking event
But, as it’s held on a farm and most attendees camp, it feels more like a festival than a trade fair
Speakers include DJ turned organic farmer Andy Cato, food campaigner Henry Dimbleby, Boris Johnson’s former head of comms Lee Cain, investor and environmentalist Ben Goldsmith, writer and celebrity chef Thomasina Miers, writer, broadcaster and campaigner Hugh Fearnley-Whittingstall and legendary American regenerative farmer Gabe Brown
27/6/25, Twickenham, London: Groundswell, the UK’s most important and influential annual regenerative farming event, is set to take place on the 2nd and 3rd July, and as usual, the team from Wylde Market will be there in force.
What is Groundswell and why is it important?
Part trade conference, part festival, Groundswell is a networking and industry event like no other. Held over two days on a working farm in Hertfordshire, its focus is on regenerative farming, a type of agriculture that improves the soil rather than degrades it, while still using it to farm livestock and crops.
Not only is it an approach that can combat climate change, revolutionise farming practices and improve population health, regenerative farming is also big business. In Q1 2025 private equity invested more than $1 billion into regenerative farming projects. Almost 40% of that was invested in Europe.
“Groundswell is the place to be if you’re interested in the regenerative revolution,” says Nick Jefferson, CEO of Wylde Market, a business that delivers regenerative products to consumers across the UK.
“Everybody who’s everybody is there. For me, it’s a great opportunity to meet new producers and find out about the latest innovations. It’s a place where farmers, scientists, bankers, businesspeople and everyone connected with regen mingle, learn, and camp out.
“And of course, it has its celeb attendees. Groove Armada DJ-turned regenerative farmer Andy Cato will be there. He’s the chap who taught Jeremy Clarkson all about regenerative farming. And I’m really looking forward to attending Gabe Brown’s session. He’s one of the pioneers of regenerative farming and someone really worth listening to.”
“Here’s how I define ‘regenerative agriculture’ in the simplest possible way: it’s farming that heals. Sustainable farming does as little harm as possible and often no harm at all, which is great. Regenerative farming, on the other hand, goes further and leaves the soil healthier than it was before. It is, in short, the future.”
About Wylde Market
Wylde was launched in September 2023 by entrepreneurs Nick, 48, and Ella, 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.
The company works with scores of farmers, fishermen, foragers, hunters, artisan producers, brewers, bakers, wine importers and many more. All the produce is of the highest quality. 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.
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
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 and were shortlisted for the British Library’s 2025 Food Hero award.