DescriptionOverview of the initiative and its approach.
Abel & Cole is an intermediary with an e-commerce platform and delivery service that supplies households and offices with fruit and vegetable boxes and a wide range of organic groceries sourced from farmers and ethical producers. It serves consumers seeking sustainable, seasonal and traceable food.
TechnologyTechnology used by the initiative.
Abel & Cole operates through a web-based e-commerce platform accessible via desktop and mobile browsers. The user-facing interface allows customers to manage subscriptions, customise boxes, place one-off orders and select delivery preferences. The platform is supported by backend systems that handle product catalogues, inventory, order processing and payment management. Logistics operations rely on distribution centres, refrigerated storage and a dedicated delivery fleet. Data systems support demand forecasting, supply planning and waste reduction, including reusable packaging tracking and flexible order adjustments.
TargetUsers, groups, or communities targeted by the initiative.
The main users of Abel & Cole are food consumers, although they also supply groceries to businesses. Abel and Cole sources from organic farmers and local food producers.
Business modelHow the initiative delivers and sustains its value.
Abel & Cole charges a margin on top of the farmer price to cover the operational costs.
ImpactThe observed or intended effects of the initiative.
Abel & Cole aims to shorten food supply chains, increase market access for organic farmers and promote seasonal consumption. The e-commerce platform aims to create more predictable demand and fairer trading relationships for producers, while offering consumers greater transparency on sourcing. Abel & Cole reduces environmental impacts of the operations through reduced packaging, reusable crates and insulation, and lower food waste through demand-led box assembly and flexible order customisation.
Four BettersThe FAO Four Betters supported by the initiative.
Better life
