Wylde runs the UK’s online farmers’ market, connecting the country’s best independent food producers with consumers across England, Wales and Scotland
Wylde will be one of the hundred businesses chosen by Blue Earth out of 1000 to exhibit at their summit this week
14/10/25, Twickenham, London: Wylde Market, the UK’s online farmers’ market, has been named one of the 100 businesses selected for Blue Earth BE100 2025 — a showcase of the country’s most innovative, mission-led companies driving measurable impact for people and planet.
Chosen from more than 1,000 applicants, the BE100 recognises ventures with the potential to scale regenerative, low-carbon and socially positive solutions. Wylde will join other innovators and investors at the Blue Earth Summit in London this week, where BE100 finalists will present their work and gain access to investment through the newly launched BE100 Fund.
Wylde CEO Nick Jefferson said: “Wylde was built to prove that the food system doesn’t have to be broken. Farmers don’t need to be squeezed, customers don’t need to be duped, and supermarkets don’t need to dominate the market. Food is political — every chicken, every burger, every bottle of milk, and every pork chop is a choice about what kind of system we want to support.”
Wylde works directly with small, organic and regenerative producers across the UK giving them a fair return, creative control and access to customers nationwide through a single, transparent online marketplace. Every producer is vetted by Wylde. Producers list their own goods, set their own prices and decide how much or how little to sell. Wylde consolidates all orders at its Twickenham HQ, boxes them up, and delivers nationwide every Friday.
Sam Smith, one of Wylde’s producers, grows regenerative vegetables in Cornwall’s Tamar Valley and sells directly to Wylde customers through the platform.
Sam Smith said: “It’s so refreshing to work with a company that values real food, looks after the soil, and, most importantly, puts small farms like us directly in touch with customers who think the same,” he said.
“Wylde might be a tech company, but it uses that technology to create a traditional farmers’ market on a national level. And it means we can get on with what we do best, while Wylde does the marketing and the distribution for us. It really is that simple.”
Launched in September 2023 by entrepreneurs Nick Jefferson, 49, and Ella Cooper, 30, 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 the Highlands and Islands).
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 tripled to 32,000.
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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. 85% 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.