What does it mean to be for real food growers, shoppers, and local stores? And what have choc-dipped nectarines ('Nectar Nibbles') got to do with it?

We envision a world where shoppers can choose from local produce at their corner stores, daily...where it's farmer's market everyday for growers...and where local stores sell proudly, to more people.

Why is this important? The current global food system is unsustainable. We believe part of the solution is creating easier access for more people to more of the foods that are good for us. Most city dwellers, most of the time, prioritise convenience when it comes to shopping for food. Unfortunately, this convenience currently often comes at the expense of health and quality.

Our vision is for the most convenient food choices to become the best ones too. We've been really encouraged by the positive responses so far with our market products (thank you shoppers!) and we are now looking to create partnerships with corner stores and farmers, to help us build and trial our system. It is ultimately about enabling a new kind of customer experience, to increase the availability of ecologically-responsible fresh produce in our cities, and to help create the sustainable global food system we need.

So, as for the nectarines - selling unique treats at market stalls has enabled us to start engaging with shoppers, gauge preferences, prototype and test our ideas for realising our vision. The insights we gain have been guiding us to create a system where corner stores, especially those that don't currently sell any fresh produce at all, can now do so in a way that eliminates price and availability uncertainties for customers, and that also supports local, real food growers.