The Abel & Cole story begins with potatoes. Keith Abel met a man called Bernard and started selling Bernard’s organic potatoes door to door. This built the foundations for the Abel & Cole business that today sells organic vegetable boxes to more than 50,000 customers every week.
Abel & Cole’s core business still remains veg, with the mixed box being the best seller. Ninety per cent of their produce is British, with just the clementines and bananas coming from overseas.
As for the future, Keith would like to increase his company’s geographical reach, but he has no plans to franchise his brand. His dream is to create a viable, ethical alternative to the weekly supermarket shop.