Farmer J to receive £5.5m funding to further growth
With 10 sites across the capital, Farmer J initially took inspiration from Londoners' need for ‘convenient and wholesome’ food
Farmer J has announced a £5.5m fundraise, led by Beringea, the transatlantic venture capital firm, 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 charred harissa chicken and gochujang salmon, with 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 “convenient and wholesome” food.
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, added: “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.”