Farmer J, a fast-casual dining brand from London, is set to expand into the US market with the support of ProVen VCTs' £17.5 million funding, following significant growth in the UK.

Target Overview

Farmer J, a distinguished fast-casual dining brand based in London, is revolutionizing the dining experience by offering healthy, flavorful, and freshly prepared meals featuring high-quality seasonal ingredients. The brand, which launched its first site in 2016, quickly established itself as a popular choice among Londoners, particularly with its customizable 'fieldtrays' that allow customers to choose from a selection of nutritious main dishes and sides sourced primarily from UK farms.

Since its inception, Farmer J has expanded its menu to include breakfast, dinner, and weekend brunch options, as well as established an online presence through delivery platforms like Deliveroo. Following successful growth in the UK market, the brand has set its sights on international expansion, announcing plans to open its first US location in New York City by the end of the year.

Industry Overview in the UK

The UK fast-casual dining industry has seen significant transformation over the past few years, with a growing consumer preference for healthy and convenient dining options. The convergence of health trends and a fast-paced lifest