Ooooby, which is an acronym for Out Of Our Own Back Yards, was founded by Peter Russell of Waiheke, and in Tauranga is operated by Gill along with David King.

“Ideally, the new suppliers we want to attract will already have avocados, kiwifruit, olives or citrus, for example, that they sell commercially, which means they are an existing registered food business,” says Gill.

Peter Russell has described Ooooby as a little like a farmers’ market online, and Gill says that’s a good analogy, but the system is not a threat to farmers’ markets.

“Many of our suppliers also attend farmers’ markets but produce more than they can sell on a Saturday so are able to supplement their income thorough Ooooby.”

Seasonal food

Most of the fruit and vegetables Ooooby sells are grown organically, or without the use of sprays. Much comes from relatively small gardens and orchards, although some is from larger suppliers.

“Each week growers let us know what’s in season, and how much they have available for the coming week,” says Gill.

“On that basis we put together the list of what will be in the boxes and send it to customers, who get a ‘sneak peek’ preview email.

“Based on customer requests, we have a 100 per cent accurate list of exactly how much of every product we will need.

“Confirmed orders go out to all suppliers so they know how much to deliver to the warehouse. “That means no waste and they will be paid for exactly what they deliver, within a week of their invoice coming in.”

David and Gill say the potential for growers is they can receive a guaranteed order on a regular basis for quality, spray-free or organic produce, and they get paid quickly and fairly. “We are hoping some people might be encouraged to again take up commercial growing of vegetables on their existing orchards or farms, if they know there will be a reliable local buyer.”

Small scale

Peter and a group of colleagues founded Ooooby after becoming aware that the world is facing a food crisis and small-scale farmers are struggling to survive financially.

“The mega-scale, industrial type of food production worldwide is forcing the small-scale farmer out of production. Through Ooooby we want to revive local food production and supply consumers with food they can trust, tell them who grew it, where it has come from and how it has been treated.”

Peter says under conventional supply chain systems producers are paid around one-third or as little as one-fifth of the market value of their produce. “With Ooooby producers are paid about half the retail value, and consumers are paying no more than they would in supermarkets with the added saving of deliveries to their door.”

Gill says the concept appeals to her and David; and they are enthusiastic about the response they are receiving from both customers and suppliers.

“We are keen to hear from more growers who want to be our suppliers, and also people who are prepared to be drop-off points for our boxes, as we can’t deliver to every door in rural areas,” says Gill.