Field&flower to grow following crowdfunding success

Meat box subscription business field&flower is set to grow following a successful crowdfunding campaign in which almost £1m was raised. 

Founders James Mansfield and James Flower decided to launch a crowdfunding campaign at the end of 2017, following interest in the business, which raised £880,000 from 650 new investors in just eight weeks.

The funding will be used for expanding their marketing, sales, retention and digital in order to increase the exposure of the company.

“We’re overwhelmed by the incredible response from our crowdfunding opportunity and we would like to thank everyone who has invested and welcome our new shareholders,” said Mansfield. “We’ve done some hard yards over the last seven years to build our business to what it is today and this significant investment will surely take us forward and allow us to evolve by way of getting our unique brand out there. We will focus on getting exposure through sales, marketing, retention and digital in order to take field&flower forward and we are very excited for the future.”

The business, started in 2010, currently has a customer base of 4,500 active subscribers and revenue of £2.7m (March 2016-March 2017). 

Mansfield explained the appeal of the model. “What sets us aside from supermarkets is that we supply what consumers want: ethical, high-welfare, free-range meat with complete traceability – that’s at the core of what we do,” he said. “Supermarkets do very little to ensure anyone looks into the supply chain – in our business, we are always trying to reconnect the consumer with the farmer and our open-book policy means we don’t hide anything.

“Unlike many intensive farming methods that feed animals grains to increase weight quickly, all of our animals are grass-fed and reared in a natural environment. This means that the quality of life is better and therefore the meat quality is too.

 “A traceability card goes into all of our boxes with the farm name, breed, kill date and butchery date and we invite our customers to exclusive free meat-up events to meet our farmers and watch a butchery demo – so consumers have complete transparency when it comes to what they are eating and paying for.”

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