Draft:Farmers Pick
Food Waste Business in Australia
From Wikipedia, the free encyclopedia
Farmers Pick is an Australian direct-to-consumer online grocery delivery service. The company sources cosmetically imperfect fruit and vegetables directly from Australian farms and delivers them to consumers, alongside meat and other grocery products.[1][2]
Submission declined on 3 March 2026 by AllWeKnowOfHeaven (talk).
Where to get help
How to improve a draft
You can also browse Wikipedia:Featured articles and Wikipedia:Good articles to find examples of Wikipedia's best writing on topics similar to your proposed article. Improving your odds of a speedy review To improve your odds of a faster review, tag your draft with relevant WikiProject tags using the button below. This will let reviewers know a new draft has been submitted in their area of interest. For instance, if you wrote about a female astronomer, you would want to add the Biography, Astronomy, and Women scientists tags. Editor resources
|  |
Comment: In accordance with Wikipedia's Conflict of interest guideline, I disclose that I have a conflict of interest regarding the subject of this article. P4nzic (talk) 06:08, 3 March 2026 (UTC)
 | This is a draft article. It is a work in progress open to editing by anyone. Please ensure core content policies are met before publishing it as a live Wikipedia article. Find sources: Google (books · news · scholar · free images · WP refs) · FENS · JSTOR · TWL Last edited by AllWeKnowOfHeaven (talk | contribs) 12 days ago. (Update)
Finished drafting? or |
| Company type | Private |
|---|---|
| Industry | Online grocery |
| Founded | 2020 |
| Headquarters | Australia |
Area served | Australia |
| Products | Imperfect produce, meat, grocery |
| Website | farmerspick |
The company operates in the imperfect produce delivery segment, alongside other services globally such as Misfits Market in the United States and Oddbox in the United Kingdom. Within Australia, it competes with major supermarket chains and other online grocery delivery services.
Background
Farmers Pick was founded in Australia in 2020 to address food waste occurring at the farm level, where produce may be rejected due to cosmetic imperfections such as irregular shape or size despite being nutritionally sound.[3][4]
Reporting has described the company as part of a broader movement seeking to reduce supply chain inefficiencies and expand alternative distribution channels for farmers.[3]
Business model
Farmers Pick operates as a direct-to-consumer e-commerce platform. Customers purchase boxes of cosmetically imperfect fruit and vegetables sourced directly from Australian farms, along with meat and additional grocery products delivered to residential and business addresses.[5]
The model allows farmers to generate revenue from produce that might otherwise go unsold due to cosmetic grading requirements. Customers receive produce at prices positioned below mainstream retail benchmarks.[6]
Coverage in the Australian Financial Review has discussed the company in the context of changing consumer behaviour and supermarket competition.[7]
Food waste in Australia
Australia generates approximately 7.6 million tonnes of food waste annually, according to the Australian Government's National Food Waste Strategy.[8] A portion of this waste occurs at the farm level, where produce failing to meet retail cosmetic specifications may be left unharvested or discarded.
The Australian grocery market is highly concentrated, with Woolworths and Coles together accounting for an estimated 65 percent of retail grocery sales.[9] The Australian Competition and Consumer Commission (ACCC) conducted an inquiry into supermarket pricing practices in 2024–25 examining supplier and consumer impacts.
Geographic expansion
Farmers Pick has expanded its delivery network beyond metropolitan areas into regional Australia. Reporting in the Daily Advertiser noted adoption of the service in Wagga Wagga, New South Wales.[10]
Media coverage
See also
- Food waste in Australia
- Misfits Market
- Oddbox
- OzHarvest
- Woolworths Group
- Coles Group
- Australian Competition and Consumer Commission
Wikipedia articles must be written neutrally in a formal, impersonal, and dispassionate way. They should not read like a blog post, advertisement, or fan page. Rewrite the draft to remove:
Instead, only summarize in your own words a range of independent, reliable, published sources that discuss the subject.
If you have a conflict of interest (e.g. you are the subject, an employee, or a relative) or are being paid to edit, you must disclose this to comply with Wikipedia's Terms of Use.