Episode 11: Ed Johnstone from the Sussex Peasant

Ed outside one of his trucks.

In this episode of Making a Business I talk to Ed Johnstone founder of The Sussex Peasant about how he created an innovative Mobile Farm Shop business which champions and sells local produce from Sussex. Re-connecting people to the local food and food producers.

Ed started his career as a Headhunter in London and acknoledges that he followed his peers early on in his career. It didn't take him long to realise that he didn't like sitting at a desk all day and he started to consider what he would really like to do with his life.

Soon after Ed left his job to take a year out and play rugby in Argentina. A talented fly-half it was the perfect opportunity to re-connect with himself and he settled in a friendly community there. It was there that he noticed something, the people there had a connection to their food which was unlike anything he had seen back home. It really resonated with him and he decided he wanted to work in food and try to create something similar in the UK.

Intially Ed wanted to start a Farm Shop but the start-up costs were prohibitive. He started to consider a mobile offering, supported my his family Ed bought a second-hand horse truck and started to contact local farmers.

Here we talk about his passion for good food and the importance of provenance in society. How he has created a relationship between the producers and the consumers through regular markets in local neighbourhoods, creating an experience where customers can connect to their food.

Finally I find out that Ed has stayed true to his roots and still goes out on the van on a regular basis. From the start he has been aware of ensuring that he stays connected with the reason he started the business and not get detached in full-time management.