Famers Pick, the online grocer established in 2020 to rescue and distribute ‘imperfect’ produce from farmers and producers, has launched a new service offering butcher-quality meat and dairy.

The Fridge, which delivers to households across the eastern seaboard, is said to give shoppers a fresher, affordable and fairer alternative to the supermarket aisles.

It sources directly from more than 70 family-run farms and processes locally in NSW with a team of master butchers. From beef, chicken, pork and mince to premium cuts, all meat is delivered fresh, never frozen, and vacuum-sealed to extend shelf life.

Orders can be bundled with fruit, vegetables and pantry staples, creating a complete grocery shop delivered to the doorstep. Shoppers can choose from everyday boxes or smaller flexible packs, designed to suit different household needs.

Tackling trust issues

The launch comes as Farmers Pick’s newly commissioned State of the Plate survey reveals growing cracks in the food system and mounting consumer frustration:

• Trust gap: Only 20% of Australians say they trust supermarket meat labelling, while only 14% know exactly where their meat comes from.
• Cost pressures: 54% say beef is too expensive, 59% say the same of lamb.
• Ready to switch: 4 in 10 Australians have switched or plan to switch to butchers due to supermarket concerns, while 53% are willing to pay more for butcher quality meat if it is fresh, traceable, and ethically sourced.

“Supermarkets have created a system that works for them, not farmers or families,” says Josh Ball, CEO and co-founder of Farmers Pick.

“They’ve conditioned Australians to accept lower quality at higher prices, while stripping provenance and trust out of the food supply chain. The Fridge is about reversing that, giving shoppers transparency and value, while supporting local farmers.”

Transparent retailing

Farmers Pick has already saved more than ten million kilograms of fresh produce from going to waste. Now with The Fridge, Farmers Pick is taking on the supermarket meat aisle while scaling its mission to support Australian farmers and create a direct, transparent link between the farm and the family table.

“The launch of The Fridge is just the beginning,” says Mr Ball.

“As we execute on our mission, we’ll keep expanding into new categories to build a complete direct-to-door grocery shop – one that delivers considered sourcing, better value for money, and genuine support for Australian farmers, the environment, and everyday shoppers.”