Chefs who care about what they cook often face a dilemma: they want to buy produce which is farmed for taste and that they can trust, without trading down to produce that is farmed for volume without knowing its origin. This is especially true for chefs who personally care about the quality and sustainability of their raw materials.

The main problem they face is that it is hard to find great-tasting and, therefore often sustainably grown produce in the right quantities at the right time and at the fair price. This leads to them having to settle for produce that does not match their needs for sustainability, heritage and taste. Today, their bests option is to buy from big bulk suppliers. Not only do they then often end up buying produce that is the opposite of what they are looking for but they also run a big risk of being inconsistent to what they promise to their customers and what they stand for. More and more people are being conscious about what they eat. They are looking for healthy food that is grown in a sustainable way and critically scrutinize companies who claim to offer this, looking for inconsistencies. This means that the problem the chefs are facing is serious and will only get worse over time.

There is a better way to buy food that is grown locally, in a sustainable and transparent way with great taste, so more chef can use better produce leading to customers getting tastier and healthier food, a more sustainable food system and ultimately a healthier planet.