I started building a grocery store that pays farmers first. You can own a piece of it.
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Last winter I drove three hours north to Kempsey, NSW. I sat in Rachel Ward's farmhouse kitchen while she explained how regenerative farming actually works. Then a neighbouring farmer told me supermarkets owed her for three months of product. She was considering selling her herd.
I came home and checked my fridge. Every label promised something. 'Natural.' 'Farm fresh.' 'Locally sourced.' None of it meant what I thought it meant.
That week I stopped waiting for the system to fix itself. I started building FarmThru.
Most grocery products travel around 2,400km before reaching a shelf. That journey requires wholesalers, warehouses, and weeks of cold storage.
Farmers absorb the cost. You absorb the compromise. The food on your plate is older, blander, and further from its source than you'd ever guess.
FarmThru operates with zero warehouses, zero wholesalers, zero middlemen. Food goes straight from farm to hub. You order online, then collect from our Brookvale hub Monday to Friday.
This isn't a subscription box. It's an actual grocery store built on a direct supply chain. Fresher food. Fairer compensation for the people who grow it.
Every product traces back to a real farm and a real name.
Bundarra Farm supplies our pork belly, pork and fennel salami, and Little French Ham. Collins Wild Caught brings wild-caught Alaskan salmon and seasonal Australian seafood from the South Coast of NSW. Paris Creek Farms in Meadows, SA produces carbon-neutral biodynamic dairy.
Farmer Brown supplies our eggs. Little Yarran Farm and Rachel's Farm in Kempsey round out our NSW network.
We only stock food we'd feed our own families. That's not a slogan. It's the sourcing rule that filters everything in or out.
1. Browse and order online from our full regenerative grocery range. 2. We source directly from our farm partners. No warehouse. No middleman. 3. Collect from the Brookvale hub, Monday to Friday, on your schedule.
No commitment. No subscription lock-in. Order when you want. Skip when you want.
I'm not asking you to just shop here. I'm inviting you to own a piece of it. FarmThru is launching an equity crowdfunding campaign. That means everyday people, not just venture capital, can become part owners of a grocery store that pays farmers first.
This matters because ownership shapes priorities. When customers and farmers have a stake, the store stays accountable to the people it serves.
Join the waitlist to hear when our CSF offer opens at Birchal, plus early investor updates from the founders. Free to join. No commitment.
The waitlist is for future investors and future customers. Both matter equally. Whether you want to shop, invest, or both, this is where it starts.
Values and money finally pointing the same direction.
Why I'm building this in the open I'm not a food industry insider. I didn't come from supermarket boardrooms or agricultural conglomerates.
I'm someone who stood in a farmer's kitchen, heard the truth, and couldn't unhear it. The system that feeds us is broken for the people who grow our food. And it quietly compromises what ends up on our plates.
FarmThru is the alternative I wished existed. A grocery store where the supply chain is transparent, the farmers are paid fairly, and you can see exactly where every product originates.
We'll show you where your food comes from. That's not a tagline. It's the entire point.