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Home Delivery Software

for Local, Ecological Food

Ooooby provides operational software for farms and local food retailers to sell online and deliver to homes.

Real people selling real food on Ooooby

Built with you in mind

Ooooby is tailored exactly to the business of delivering fresh, local and ecologically sound food to customers.

Proven reliability

Over 1 million transactions through the Ooooby system in the last 10 years.

Reduces time

The Ooooby system has been built by people who run box schemes to solve real world pain points.

User ownership plan

We are committed to a decentralised ownership model ensuring that everyone benefits.

A suite of tools at your disposal

The Ooooby system provides a full business operating system for small-scale farms and independent food hubs to compete with large scale food producers and retailers.

Veg box curation tool

Veg box planning

Curate box contents that publishes to your site and customer dashboards.

Customer mapping

Customer mapping

Easily set your delivery zones and collection points.

Delivery route optimisation

Optimised delivery routes

Let the system determine the best route or easily set the route yourself.

Sales and avg transaction value reports

Performance reports

Track your key performance metrics over time.

and much more...


  • Online Store

    • Pre-curated and/or customised food boxes
    • Weekly or biweekly subscriptions
    • Shop by categories including chilled items
    • Supplier profiles
    • Easy low cost online payment processing
  • Product Management

    • Set product origin location
    • Produce masterlist with high quality images
    • Product bundles
  • Logistics Management

    • Box labels and packing slips
    • Pack by route or box type
    • Route optimised delivery run sheets
    • Home delivery and/or drop points
    • Multiple delivery days
  • Customer Management

    • Transaction history and activity notes
    • Discount options
    • Automated emails
  • Marketing

    • Search engine optimised
    • Promo codes
    • Sign up and cancelation surveys
  • Financial Management

    • Automatic customer payments
    • Credit card, debit card and direct deposits
  • Reports

    • Order summary with units and avg transactions
    • Finance summary
    • Customer mapping


"The Ooooby platform has helped to streamline our business. I find the platform to be very easy to use myself when doing the admin. It’s a definite improvement on our old system."

Laura Burlison, The Paddock

"Ooooby is tailored exactly to the business of delivering fresh, locally sourced organic food to customers. We’ve already seen a steep rise in new customers without any marketing."

Pete Lawley, Myriad Organics

"We are really proud to be part of the Ooooby network. Pete and his team have been incredibly helpful in getting us up and running on the Ooooby system and our veg bag customers are loving it."

Martin Bradshaw, Moss Valley Market Garden



  • Ooooby

    2% of sales billed monthly; £350 set up and training fee

  • Payment gateway

    0.9% credit cards / 0.5% debit cards / £0.07 per transaction

  • Total

    3% (depending on avg transaction value and credit/debit mix)

Join the community of over 30 Farms and Food Hubs

Connect and converse with all the other farms and food hubs on Ooooby to learn from and support each other.  There are so many valuable insights shared from old hands and newbies alike.

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More real people selling real food on Ooooby

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Our story

Now based in the UK, Ooooby started as a growers network in New Zealand in 2008 before launching a home delivery hub in Auckland in 2010 with the single focus of supplying households with food produced as locally as possible. As the number of hubs increased, in-house software was developed to deal with the real world pain points of operating a veg box scheme. In 2019 Ooooby sold the company owned hubs to the local operation teams and transitioned to a platform model, launching this model in the UK in 2020.

To find out more view the Ooooby FAQs.

Vision and values



Feeding the world with real food everyday.


Regenerative - improves the ecosystem

Ethical - truthful, appropriate and caring

Authentic - it is what it says it is

Local - grown or made as close as possible

Our team

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Pete Russell

CEO and Founder

Pete has the iron will  to build a sustainable and fair food system. A serial entrepreneur with 20 years experience in the food industry. 


Davy van de Vusse

Chief Technology Officer

Davy is our chief engineer and has built every part of our software platform to date. Davy was Development Team Lead at Xero.

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Andrew Tapson

Interim Chief Financial Officer

Andrew is former CEO of ING Lease UK and has 40 years of experience in corporate finance.


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Seb Mayfield

Head of Partnerships

Seb is a leader in the sustainable food sector in the UK and has navigated the start-up phase of multiple food enterprises.


George Cave

Head of Operations

George managed operations and growth at Farmdrop from 2014 to 2018, scaling from a garage to a 25k sqft warehouse. 

Louise Dollimore

Hub Support

Louise has 20 years experience in running and supporting organic box schemes.