With your help, we want to create a food hub where you can learn about, taste and buy delicious food and drink that has been sourced from the South Downs and coast. The investment will go towards creating a new shop, butchery and kitchen, with 6 new jobs in the first year, and supporting over 40 food and drink producers based with 30 miles of the shop. We are planning to open the new shop in August 2017.
Fred and Sam started Stansted Park Farm Shop in March 2012 and since then have increased sales by at least 25% year on year. Last year we had 18,800 customers with an average basket spend of over £12. We are debt free and cash positive, having invested 50% each in the farm shop so far. But we need to expand and improve on everything that we have accomplished with a wider range of produce, a full service butchery and deli counter and a production kitchen with seating inside so that we can feed you all year round.
After five years, we know our target market, best selling products and have started 4 separate revenue streams: retail, wood-fired kitchen, event catering and wholesale butchery. There is further growth potential in own-label products, a cookery school, e-commerce and a local delivery scheme. We know our existing customers want local, quality food served by friendly staff who can recommend a recipe or two, and we want to reach out to new customers with more products and more reasons to visit.
Our landlords, the Stansted Park Foundation, are building a new purpose-built barn using Douglas Fir timber milled from the estate. It will be four times the size of our existing shop, situated prominently alongside the car park.
We need to equip the new farm shop, butchery and kitchen with ovens, fridges, counters, tables and chairs. The retail displays and shelving will be lit to showcase our local, seasonal food and drink. We want to create a fantastic space where you can enjoy the best of our Hampshire and Sussex produce in a relaxed, friendly environment.
We are based on a beautiful country estate in the South Downs National Park, 5 miles from the sea. We will be sourcing the majority of our produce from within 30 miles of the farm shop and we will offer tastings, cookery demonstrations and seasonal suppers where you can meet the producers of the food you eat.
The Butchery: Our wild venison comes from the Stansted estate and our beef, lamb, pork and game is reared on neighbouring farms. We know many of the farmers and can tell you the provenance and welfare of the rare breeds. The new butchery will be open 6 days a week with a beautiful butchery counter, walk-in fridge and cutting room. We will specialize in whole carcass butchery and native breeds that have been reared on the South Downs.
Production Kitchen: We will prepare brunch, lunch and pre-booked seasonal 'Producers Dinners', as well as food on the go. Pizza, flat breads and meat and veg will make up a simple, family friendly menu that makes the most of our seasonal West Sussex and Hampshire produce. We plan to cook on a Big Green Egg over charcoal or pizza ovens served in the timber hall. The retail displays on the shop floor will be mobile, creating a flexible event space in the evenings for parties, product launches and fine dining. We will also have more outdoor alfresco seating in our courtyard.
Delicatessen: The deli will showcase a great range of British cheeses and charcuterie alongside a selection of homemade salads, pies and other traditional delicacies that you can take home. We will be smoking, curing and pickling for the deli counter. Again, we will use meat from the butcher and seasonal produce from the shop to create a range of food to go, prepared and cooked in the kitchen. We will offer delicious homemade cakes, brownies and pasties along with outstanding freshly roasted Edgcumbes coffee and locally blended tea.
Shop : We will specialize in outstanding local products such as Montezuma's Chocolates (Chichester) and condiments from the Garlic Farm on the Isle of Wight, with honey from hives on the Stansted estate and organic fruit and veg from farms around Chichester. We will have craft beer, English sparkling and cider, local apple juice and foraged jams, chutneys and vinegars. There will be tasting tables and meet the producer days so you can find out how, where and who made the food in your shopping basket.
Fresh Fish: We have developed a close partnership with Pete who lands fish from his dayboat in Emsworth. The spanking fresh fish and shellfish will be prepped and filleted to your requirements twice a week at the fish counter.
The total fit out costs will be £187,000. In addition to crowdfunding of £30,000, we are seeking a grant for £75,000, investment from Sam and Fred for £30,000 and the remaining £57,000 from a loan. If we can raise more than our £30,000 kickstarter target, then we can start funding the fit out of the cookery school. Every extra pound we raise via kickstarter is one less pound we need from the bank.
Shop Equipment £45,297
Restaurant Equipment £34,510
Butchery Equipment £23,639
Cookery School £13,450
Marketing & Branding £10,400
Consultants/Project mgmt £18,420
Leader Grant £74,939
Sam & Fred £30,000
Bank Loan £52,777
- £10 - A Coffee or Tea and a Thank You
- £15 - Thank you Brownie Box
- £20 - A Wood-Fired Pizza or Flatbread
- £25 - The Ultimate Brunch
- £35 - A Steakholder Funder’s T-Shirt
- £50 - The Steakholder’s Box
- £65 - Sourdough Bread Making Demo & Ploughman’s Lunch
- £75 - Wood-Fired Lunch for Two
- £75 - Ticket to Launch Party & T-Shirt
- £100 - Seasonal Supper for Two
- £150 - Farm Shop Hamper
- £200 - 2 Course Tickets Including Lunch
- £250 - Chef’s Table - Fat Olives
- £500 - The Works - T-shirt, Course & Launch party for 2
- £750 - Bespoke Demo and Lunch for Ten
- £1,000 - Seasonal Supper Club Special (20 tickets)
- £1,000 - 10 Course Special & 2 tickets to launch
- £1,500 - MiniMax Egg, Big Green Egg Course & lunch
- £2,000 - Foraged Supper for 12 & 2 tickets to launch
- £2,500 - Bespoke Farm Shop Party for 25 & 2 tickets to launch
- £5,000 - Bespoke Farm Shop Party for 50 & 2 tickets to launch
Risks and challenges
The new farm shop will be situated alongside the carpark in a custom-built barn that we will rent from the Stansted Park Foundation with a 25 year lease. Planning permission has been secured and the building work is underway.
We are expecting building work to be completed by early summer 2017 and we will then fit out, decorate and stock the new farm shop. Doors will open to the new farm shop in August. However, business will continue as usual at the existing farm shop until the day that we move, so trade will be relatively uninterrupted.
We are planning to match fund the crowdfunding money with a £75,000 small business grant from West Sussex CC as well as directors loans. After four years, the business is debt free and cash positive, funded 100% by Fred and Sam. We need your help to expand and improve on our work so far.
This is an opportunity to invest in a wonderful space that will showcase the best produce from the South Downs and Coast. Not only will this support the existing team, it will also create six new jobs in the first year and build demand for the farmers, growers, fishermen and food producers of Sussex and Hampshire.
But above all, it will create a food hub where you can taste, eat and buy delicious, fresh, seasonal and seriously local food. Please join us, and encourage all your friends and family to get involved in this fantastic food adventure.
Fred, Sam and the Farm Shop TeamLearn about accountability on Kickstarter
- (30 days)