Daylesford launches online farm shop

Upmarket organic food brand Daylesford has launched an online farm store embedded in the Ocado website.

Ocado shoppers can dip into the virtual store and select stock from 135 different items in the Daylesford range as part of their shop. They can also click on products to learn more about their provenance and discover how they’re sourced from Daylesford’s organic farm in Gloucestershire.

“Ocado is the only platform that allows us to sell within our own virtual store, allowing customers to explore our organic farm and choose our artisan products,” Daylesford CEO Jamie Mitchell told The Grocer.

“And with this technology 70 per cent of the UK population is now within reach.”