Wylde Market demonstrates strong growth with its biggest-ever market
Wylde Market runs the UK’s online farmers’ market, connecting the UK’s best independent food producers with consumers across England, Wales and Scotland
Sales are up 58% and producers are up by 77% since Jan
Last week 45% of orders came from first-time customers
18/07/25, Twickenham, London: Wylde Market, the UK’s online farmers’ market, has held its biggest ever market as it continues to show strong growth through 2025.
The market held between 11 and 16 June featured 76 producers, up 76% since the start 2025, offering more products than ever. Weekly product numbers now average around 220, compared with 175 at the start of the year.
This expanded range is driving both sales and customer acquisition. Weekly sales are up 58% since January, and last week 45% of all orders came from first-time customers.
Wylde CEO Nick Jefferson said: “Wylde’s continued growth demonstrates what I always knew: Great Britain is full of fantastic independent and ethical producers, and customers who want to buy their products. By creating an online marketplace for all this produce and providing nationwide delivery, Wylde is taking the best local products national and simultaneously giving the supermarkets the finger.”
New producers joining the market recently include:
· Max a biodiversity champion from the Cotswolds, who sells wildflower seeds to help rewild any green space, from window boxes to meadows.
· Greg, a lifelong environmentalist and brewer from Stroud whose award-winning beers and lagers are as sustainable as they are delicious.
· Benji, who breeds Devon Rugby sheep on his family farm in Chippenham.
Launched in September 2023 by entrepreneurs Nick Jefferson, 48, and Ella Cooper, 29, Wylde has set out to revolutionise the UK’s food system by making the country’s best regenerative, organic and biodynamic produce available direct to households nationwide. Today, it brings together scores of farmers, fishermen, foragers, hunters, artisan makers, brewers, bakers, wine importers and more, delivering to homes across Great Britain (excluding Highlands and Islands).
As well as championing sustainable producers, Wylde uses its platform to campaign for food system reform and show how the UK’s supermarket-dominated model can be challenged.
In March 2025, Wylde raised over £300,000 through a successful crowdfunding campaign – smashing its £175,000 target. The funds are now fuelling a bold customer acquisition push.
Since launch, the number of producers on the platform has almost quadrupled, from 20 to more than 75. The average order value has jumped from £55 to over £95. In September 2024, a year after launch, Wylde had 10,000 subscribers. That number has now more than doubled to 25,000.
Ends
Notes to Editors
· Wylde is the UK’s online farmers’ market connecting customers directly to farmers, fishermen and artisanal food producers.
· Products are fresher, more sustainable and of higher quality than supermarket alternatives.
· 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 set their own prices and get a fair return. And they get access to a national marketplace.
· Wylde holds no stock and simply connects producers with customers, making it highly scalable. 80% of sales come from outside 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.