The supermarket created an eternal summer — everything available, all the time, from everywhere — and none of it tasting of anything. We believe you deserve better than that. These are the promises we make to every subscriber, every box, every week.
We follow peak season, wherever that is.
The best forced rhubarb is in Yorkshire in February. The best blood oranges are in Sicily in January. The best asparagus is in Kent in April. We don't follow geography — we follow flavour. Over 75% of our produce comes from farms within 100 miles of London, with the rest from trusted European growers we've worked with for years. We'll never fly anything in. And we'll never pretend a February strawberry from Spain is the same food as a June strawberry from England. It isn't.
We'd rather send you less than send you something that isn't extraordinary.
We don't bulk-fill boxes to hit a weight target. If something isn't at its best this week, it doesn't go in. Any surplus produce goes to local food banks — never to landfill. Your box customisation means you only receive what your kitchen actually needs, which means less waste at your end too.
The people who grow your food are paid properly.
Good produce comes from good growers, and good growers need to be paid fairly. We pay above market rates because we want to work with the same farms for years, not chase the cheapest price each week. Every supplier in our chain earns a fair margin. This isn't charity — it's how you get consistently extraordinary produce.
We work with farmers who care about the soil, not just the yield.
Not everything in your box is certified organic — but every grower we work with farms with the soil and biodiversity in mind. We visit our farms. We know their practices. We choose farmers who are growing for flavour and long-term land health, not for maximum output and supermarket shelf life.
We show our working.
Every unfamiliar item in your box arrives with a Masterclass — what you're eating, where it's from, why it's at its peak right now, and the one thing you should cook tonight. We don't send you something extraordinary and leave you to figure it out alone. After a few boxes, you won't need the explanation. You'll know why a June strawberry and a December strawberry aren't the same food. You can't unknow it.
We're building something that lasts.
London Veg Box started in 2020 as boxes for friends and family during lockdown. Five years on, we have subscribers who've received over 215 boxes. That kind of loyalty doesn't come from marketing — it comes from consistently delivering produce that tastes the way food is supposed to taste. We pay the London Living Wage. We support local causes. We reinvest in the growers and the community that make this possible. The supermarket won't miss you. But we'd notice if you were gone.