Our mission

To strengthen local food systems by giving small-scale businesses the tools needed to thrive - to be commercially successful and remain true to their values.

Our values

Strength in local

We exist to build resilient, local food supply chains. Every decision we make should make it easier for local producers to reach local customers, shorten supply chains, and keep value within communities.

Sustainable by design

We believe sustainability is both environmental and economic. A food system only thrives long term if growers earn sustainable incomes and do not burn out. We build tools that make their work more profitable, simpler, and less time consuming.

Technology that serves

Technology should solve real problems, not create more complexity. We build focused, practical software designed specifically for small-scale food businesses. If it does not genuinely improve productivity, profitability, or clarity, we rethink it.

Listen first

The best products result from true understanding. We talk to our users, observe how they work, and use data to guide decisions. We do not assume we know the answers. We learn continuously and build alongside the people we serve.

Empowered to build

Great products come from empowered teams. We trust our team to own problems end to end, make thoughtful decisions, and learn through experimentation. Responsibility and autonomy go hand in hand.

Partnership over extraction

We are partners in the supply chain, not intermediaries extracting value. Our success is measured by our users’ success: more sales, less admin, stronger customer relationships. If they thrive, we thrive.

Our history

Growing Good was built to solve an existing problem. Co-founders Steve and George, who’d run a veg box business together since 2013, struggled to make the numbers truly work, despite running what most onlookers would assume to be a thriving business.

George is an award-winning organic grower and an engineer by background, he’d worked as a product manager in software for 15yrs before returning to the family farm. Steve's professional experience brought expertise in e-commerce and commercial management.

Despite this depth of understanding and capability, experience confirmed that running a box scheme is complicated, hard work and low margin. It’s easy not to make a profit even with healthy sales. All-in-one software to unlock the potential of veg box schemes like the one Steve and George ran didn’t exist - Covid 19 delayed the incorporation of Growing Good, yet also provided invaluable experience, as local box schemes were universally ‘stress-tested’ to breaking point.

At the time of our launch, other specialist software available in the market was either near end-of-life, or was a limited, cloned system built for a single-hub.

Growing Good was always going to be different. We planned to build a scalable platform designed from the ground-up for running a local box scheme, using state of the art technology.

We were fortunate to receive modest early-stage investment from long-term customers of our box scheme who believed in our mission, and since then we’ve retained a necessary lean-approach, with a patient, product-first mindset.

Despite spending close to £0 on marketing to-date, we’ve grown our community of users rapidly - and are now established as the leading software platform for veg box schemes in the UK, both in terms of capability and size.

We continue to learn and evolve together, and look forward to growing the impact our software has on wider parts of our planet-first, local food-system.

Leadership

George

Founder & CPO

George is an organic grower, award-winning farm owner and lean-process engineer, recognised by the Soil Association for his work in small-scale farming. With hands-on experience of running a veg box scheme, he understands the realities of growing, packing and delivering food week in, week out. After 15 years in the software industry, George returned to the family farm - bringing with him a rare combination of practical growing knowledge and systems thinking that shapes Growing Good’s product at every level.

Renee

Founder & CTO

Renee brings over 15 years of experience building and leading high-performing engineering teams, with a background delivering digital platforms for ambitious e-commerce brands and startups. At Growing Good, his focus is on designing systems that remove complexity and improve productivity for local food businesses. Renee has chosen to invest his experience where it can make a meaningful difference - building tools that strengthen local food systems, support responsible growth, and contribute to a world that is more resilient, more thoughtful, and more sustainable than it would have been otherwise.

Steve

Founder & CEO

Originally from farming country in Lincolnshire, in Steve's early career he led a London-based start-up, working with retail and consumer brands, before turning his focus to local food. In 2013, he launched an online home-delivery business for local producers, gaining first-hand experience of the operational and commercial challenges facing veg box schemes. When it became clear that the right software didn’t exist, Growing Good was born. Steve leads the company with a commitment to building a lean and sustainable business that returns genuine value for its users. He believes that producing and selling food in a way that’s good for people and planet should also be financially rewarding - and is on a mission to prove it.