The Master Plan
Steven Novick, Founder & CEO of Farmstand
1st February 2020
My job is running Farmstand. I have been Farmstand’s primary funding source from when the company was just two people, a dog (Bruno our mascot) and a business plan.
I grew up working-class in Milwaukee, Wisconsin, so offering affordable food for everyone is essential to me. I’ve previously built two billion-dollar businesses, one in the US and one in Europe. I also climbed the 7 Summits including Mount Everest. Changing to a plant-based diet helped me beat cancer which is why I started Farmstand in London.
Everyone on our team is an owner and all are paid at least the London Living Wage. The highest-paid person is only paid 2x the lowest. And half of our Board has always been women. At Farmstand, people and the planet are always first.
What we believe
We believe everyone should have access to healthy food. It must be sustainable, convenient and affordable. But most importantly – it should be delicious! And we need to make it available everywhere.
Everyone deserves access to the nutrition they need to live the best they can. We’re all equal citizens, and all have individual goals we want to achieve. It starts with our stomach and includes our entire body, especially our mind. Without a healthy body, we have less energy, we don’t think as well (meaning it takes more time to do things and make the right choices in life or work), we don’t sleep as well and we are often less happy too.
BUT! Our population is booming, and our consumption of everything – from produce to energy – is rapidly increasing. This is currently happening at the expense of our planet, the environment and the other species living on it.
So - we need to have a simpler, more economical, and more planet-friendly way to get our food from farm (including indoor farms) to plate.
We’re creating a platform that can deliver healthy, convenient and affordable food - while making it exceptionally easy. And, through our platform and your enjoyment of every meal, you can directly support causes that affect our planet - in a positive way.
Imagine that. A carbon-negative business that exponentially improves the planet we live on. We’re talking beyond sustainability. Our goal is to lead the way in regenerative business - to create a more positive impact on the environment than the resources we use.
Farmstand delivers exceptional food on subscription. We deliver in bulk for a reduced carbon-footprint and with zero-waste packaging so food stays fresh for longer.
Feed your family in just 5 minutes - without compromise.
Farmstand is healthy, convenient and affordable with meals from £4.50 per person.
And our sous vide (French for ‘vacuum-packed’) cooking method is a breakthrough for sustainability!
You can join our community to live better and create better.
p.s. we’re flexitarian (but plant-biased)
Big topic! Lots of opinions.
Farmstand is flexitarian because our overarching goal is to feed the world more efficiently. We focus on the future of food and how our business can support society in sustaining itself without harming the planet.
Eating more plants and no meat is just one part of the equation. But many cannot or do not want to do this. And that’s okay (and there are a few articles below which may help).
Do we exclude the non-veggie?
No. We support everyone, no matter where they are on the “veggie spectrum” and provide more sustainable meat options (and even tastier plant-based options).
Because building a more sustainable future requires the inclusion of everyone.
Our goal is for every human to eat One plant-based Meal a Day. We call it OMD.
Eating a plant-based diet is one of the best ways to help the environment. The most significant way is to eliminate food waste, as ⅓ of the planet’s food is currently thrown away. Farmstand’s business model provides solutions for both.
Our Master Plan
Now we are clearer on what we believe. In short, our master plan is to:
- Make and distribute healthy, convenient and affordable meals direct-to-consumers.
- Start with families, then workplace teams and couples.
- Expand to 10 cities in 10 countries in 10 years.
- Use that money to make even more affordable meals.
- While doing the above, have a positive impact on the planet by operating the entire business on a carbon-negative basis.
Farmstand is a platform for building a sustainable future of food.
Sustainable. Biodiverse. Healthy. We're building a platform to feed the world more efficiently by bringing more plants to the table! Our meals, ingredients and delivery process is fast becoming the future of food.
- Plant-powered - 80% vegetarian (65% vegan) 5% sustainable fish, and 15% sustainable meat
- Bulk deliveries for efficiency and time saving
- Flat packs to maximise the use of storage space
- Carbon-neutral delivery
- Massively reduced waste from farm to kitchen to table.
- 100% ingredient traceability
Supporting each other to improve our planet
Farmstand's community is our driving force for collaborating on missions to improve the planet’s health, biodiversity, and sustainability. Our goals:
- Massively reduce food wastage
- Promote plant-rich diets
- Restore farmland
- Support regenerative farming
- Become carbon negative before the end of 2021
We are actively working with and seeking partners to further these missions to make food consumption have a lasting positive impact on the planet.
“How can I help?”
Until December 2021, every time you order from Farmstand, one thing will happen (lots actually but we’ll focus on just one).
We plant 1 tree near the equator. This is a highly effective way to extract carbon from the atmosphere to help us achieve our goal of being carbon negative before the end of the year.
Learn more about what a regenerative business is:
10 things that might prevent you from going vegan and 4 reasons some do well as vegans:
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Now try for yourself
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Write to us
23-24 Resolution Way, Deptford, London SE8 4NT
Email for support