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CLIENT: Julia Kirby-Smith (founder)


BRIEF: To provide advice, guidance and operational support in the creation and launch of a new sustainable food business in North London. The Urban Farm Shop sources entirely local, seasonal and sustainable produce and recipe meal kits sold through the shop located in Crouch Hill, London, and offers click and collect and home delivery of goods through the Online shop. 

  • Product ranging for the shop, online, bundle and recipe kits

  • Product pricing and margin mix

  • Bundle kit creation, pricing and margin mix

  • Supplier base and negotiation of terms

  • Staff employment, handbook creation and training

  • Shop layout, merchandising strategy and planning

  • Shopify product set up and product traceability 

  • Website and POS software integration 

  • Regulations including HACCP, food safety management procedure, internal audit and risk analysis



Research into the local area of Crouch Hill, focusing on competition and community, as well as food delivery business strategies and competitive meal kit offers. Following a gap analysis process and working closely with the owner to devise a strategic approach to the supplier and product range proposals, the pricing and margin mix were negotiated and agreed and imported into the compatible online sales system, and later integrated with the selected POS system. Product traceability standards were processed in line with regulations. 

Due to the global pandemic at the time of opening and the consumer trend towards food home delivery and minimising human interaction, suggested modifications to the timeline were agreed, prioritising the launch of the website offering click and collect and home delivery in November, followed by the shop in December. 

As the website and shop were in development, the HACCP plan, risk analysis, internal audit and food safety management procedures were created. Advice and support in staffing and staff procedures were provided.  


RESULTS: Fridge of Plenty successfully launched the online website for click and collect and home delivery orders in November, and the physical shop in early December, taking advantage of seasonal trade. The range is continually growing, offering customers a wider variety of locally sourced, organic, quality produce. 

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