Sole of Discretion - Farmdrop Local Food Delivery

Sole of Discretion

We provide the ability for the fishers to land, process and sell their own fish, offering full traceability through the supply chain - a first in the UK. By working only with small-scale boats of under 10ms in length, there is significantly less damage to the marine environment than from the large trawlers. The fishers are paid a fair price, agreed in advance - thereby creating a market mechanism for rewarding those fishers doing the least damage to the environment.

Our fishers land late in an evening, or early in the morning, we pack and process during the day usually into 300gm fillet packs, and put the fish on the Intercity train to Farmdrop customers in London for same-day delivery. It’s hard to beat that freshness, and because we use only static nets or hand liners, the quality is unbeatable. We trace back to each boat, and all our retail packs state the name of the fisher and method of catch. We also blast freeze our fish - this is an integral part of our ethos: the small-scale fishers are often unable to get out in poor weather, so in order to meet customer demand and be able to continuously supply, we sell their fish frozen when they are not able to get out to sea. In blind tastings, blast frozen, freshly landed fish tasted really good compared to fresh fish that is a few days old, in fact, many people preferred the frozen!

We have recently been audited by the Soil Association, and are the UK’s first wild fishery permitted to use their logo.

We also work with Exeter University’s marine biology department to help verify the science behind what we do, and videos and links to their research is publicly available.