Feeding London bold flavours since 2016, the raise follows an impressive year of expansion for Farmer J, which now occupies 10 sites across London.
Today, Farmer J announces a £5.5million fundraise, led by Beringea, the transatlantic venture capital firm. The funding will be used to power further growth for the brand, with five new sites planned for 2024.
Aptly described by owners as “forkin’ good food”, Farmer J provides build-your-own Fieldtrays with nutritious food sourced from high welfare, predominantly UK farms. Each Fieldtray includes a base, a hot main, and two punchy sides. Mains include dishes like their famous Charred Harissa Chicken and Gochujang Salmon, with flavour packed side options like Whole Roasted Cauliflower and Kale Miso Slaw.
Since opening in 2016, Farmer J has seen great success, redefining the status quo when it comes to fast casual dining. With 10 sites across the capital, the brand initially took inspiration from Londoners' need for delicious, convenient, wholesome food. Farmer J has successfully managed to scale up fast casual dining, with restaurant quality service and mindfully sourced, seasonally changing dishes, which are packed with flavour and scratch cooked on site.
Farmer J, Jonathan Recanati, who runs the business with his wife, Ali, said: “My ambition is to build a global brand - serving people nutritious, honest, tasty food, made from scratch. I genuinely believe that no meal should be wasted, even if you’re grabbing a quick meal, it should always be an experience. I’m in the business of feeding people ‘fast food’, but my goal is to redefine what that means.”
Stuart Veale, Managing Partner of Beringea, who led the investment and will join the Farmer J board of directors, commented: “Jonathan and the Farmer J team have built a brand that is transforming the dining experience of thousands across London.
"Consumers that are short on time no longer need to suffer through tired, unhealthy, poorly sourced meals – Farmer J offers a product that is driving immense loyalty and value. We look forward to working alongside the team on the next chapter of its expansion across London and internationally.”
The funding for the investment was provided by the ProVen Venture Capital Trusts (VCTs). The ProVen VCTs are currently open for investment, raising up to £30 million in their latest combined offer. For further information, visit the ProVen website.