In this episode, we speak with Pete Russell, founder of Ooooby, an online platform helping growers to increase sales, simplify packing, and optimize deliveries. We go deep into understanding our current food system, exploring how we got here and where we are going. We explore the history of food shopping, shifting consumer behavior post-covid, innovative business models, and why Pete believes we are at the beginning of a new paradigm in our food system.  Ooooby: https://www.ooooby.com/  PLEASE make sure to subscribe to the podcast, download our episodes, and rate them! Your support means the world to us. Thank you! Sponsors ⁠Bootstrap Farmer⁠ ⁠https://www.bootstrapfarmer.com/⁠  ⁠Market Gardener Institute⁠ ⁠https://themarketgardener.com/courses⁠   Use promo code podcast15 for 15% off these select courses: Mastering Greenhouse Production 8 Most Profitable Crops Season Extension Strategies Market Gardening & Organic Farming for Beginners Winter Farming Strategies Timestamps [2:01] Intro [3:06] Pete's mission to put small-scale back at the heart of the food system [6:04] How Ooooby helps farmers sell online / customer shopping experience [11:15] Supply chain deep-dive [14:01] Impact of 2008 financial crisis on the food system [18:01] How the 1990 Australian recession influenced Pete to play outside the system [25:22] How COVID-19 shifted consumer behavior toward online shopping and local food sourcing [35:29] How new tech is allowing small farms to compete with industrial agriculture [43:33] Story of Soul Farm [49:29] How online shopping is bringing a new demographic to local food [54:30] Centralized v. Decentralized food system [56:18] Ooooby's innovative ownership model [1:03:46] Hidden downside of democratic/cooperative business models [1:12:18] How to get started with Ooooby [1:21:40] Ooooby features; automatic packing lists, automatic delivery routes, online shop front etc. [1:28:22] Society is at a turning point, have we gone too far? [1:31:10] Concept of 'home' and its deeper societal meaning [1:34:49] The Sovereign Individual by James Dale Davidson & Lord William Rees-Mogg [1:35:50] Importance of family Links/Resources Market Gardener Institute:  https://themarketgardener.com/  Masterclass:  https://themarketgardener.com/courses/the-market-gardener-masterclass/  Newsletter:  https://themarketgardener.com/newsletter Blog:  https://themarketgardener.com/blog  Books: https://themarketgardener.com/books Growers & Co: https://growers.co/ Heirloom: https://heirloom.ag/ The Old Mill: https://www.espaceoldmill.com/en/ Follow Us Website: http://themarketgardener.com  Facebook: http://facebook.com/marketgardenerinstitute  Instagram: http://instagram.com/themarketgardeners  Guest Social Media Links IG: https://www.instagram.com/oooobyhq/  X: https://twitter.com/Ooooby  FB: https://www.facebook.com/oooobyuk/  LinkedIn: https://uk.linkedin.com/company/ooooby  Website: https://www.ooooby.com/