DECENT is an alliance of multiple decentralised food enterprises working together to build an AI-first trading protocol for a more resilient food system.
Together, we are decentralising the food system by making it easy to access fresh food from thousands of small-scale and independent producers.
Our combined expertise, experience, and market presence will enable the Decent Marketplace to launch with trade exceeding €300m.
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The Problems We're Solving
Fragmented
Independent and small-scale food producers lack the connection and coordination capacity needed to reclaim market share and prosper.
Invisible
The fragmented sector of small-scale food is largely invisible to the mainstream market due to a lack of marketing clout.
Disenfranchised
Small-scale producers are pushed out of mainstream supply chains due to prohibitive compliance and transaction costs.
Our Three-Pillar Solution
1
DECENT Alliance
A non-profit that brings together leaders of decentralised food enterprises to build connections, share knowledge, and collaborate on decentralised food projects.
2
DECENT Brand
A unifying brand that represents the stories, values, and benefits of the small-scale food sector to raise awareness and generate demand throughout supply chains.
3
DECENT Market
A steward-owned platform that uses AI-First technology to bring together regional platforms with complementary business models into a connected marketplace.
DECENT Alliance Members
Combined trade volume over €200M
Ooooby is UK's leading decentralised food platform.
Focused on ecologically sound food direct from farms to households.
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Linked Farm is Belgium's leading decentralised food platform.
Pioneering short-supply-chain food both B2B and B2C.
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Plant on Demand is Spain's leading decentralised food platform.
Short-supply-chain solutions for both B2B and B2C.
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BEUKK facilitates short supply chains in the Netherlands.
Founded in 2020 with the the conviction that things must be done differently, and can be done differently.
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Veritas is Spain's leading national chain of organic supermarkets.
Founded in 2002 with the aim of making the best possible food accessible to everyone; organic, certified, sustainable and socially fair food.
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The AI-Native Decentralised Web Advantage
The next generational leap in online technology won't come from layering AI onto legacy systems. It will come from building on new decentralised web architectures with an AI-native approach that is adaptive by design and operates efficiently at higher orders of complexity.
Modular & Extensible
Inherently adaptable to change, lowering development and operating costs
Future Integration
Enables integration across emerging marketing, distribution, and regulatory frameworks
Scalable & Adaptive
Inherently more scalable and adaptable to various market conditions
European Market Size
€4T
Total EU + UK Food Economy
2025 estimates of full supply chain economic activity.
€200B
Eco-Sound Segment
~5% incl. organic, regenerative, low-impact, and health-focused foods
€80B
Market Opportunity
~40% eco-sound via decentralised independent businesses
Assembling a €300M+ Starting Point
The DECENT Alliance is bringing together regional platforms that between them will represent more than €300m in trading volume. This provides the critical mass to make investment in the DECENT technology viable and uniquely positions DECENT to provide the digital substrate for decentralised food everywhere as we enter the AI age. To date we represent over €200m in combined trading volume.
Why Now? The Perfect Convergence
The Timing Is Right
The opportunity to unite decentralised food enterprises with technology has only recently become viable.
AI-First
AI is cutting the cost of building adaptable, future-ready platforms, enabling independent systems to interoperate without sacrificing sovereignty.
Food Security
Mega-scale centralised food systems are damaging the ecosystems that feed us. A more resilient food system is urgently needed.
Regenerative Groundswell
Trust in big brand food is crumbling as the boomer generation give way to socially and ecologically minded citizens who are demanding change
Action Plan
1
Unite
Assemble purpose aligned food businesses and platforms to share insights and inform the new technology requirements
2
Design
Establish fundamental design specs, systems architecture and application functionality for the shared tech stack.
3
Build
Develop the MVP ready for adoption and deployment by alliance member businesses and platforms.
Leadership
Pete Russell, Founder of Ooooby, is spearheading DECENT's formation.
Ooooby currently facilitates 55,000 gate-to-plate deliveries per month to 15,000 active customers via 150 regional food hubs, generating €15m in ecologically sound, decentralised food sales annually.
Pete has over 20 years of food system experience across most aspects along the small to large scale food industry spectrum.
(copyright Koen Keppens)
Laurence Claerhout, Founder of ​Linked.Farm​, is a founding partner of DECENT.
Linked.Farm facilitates B2B and B2C trade directly from small farms and food hubs in Belgium, facilitating €12m in trading volume.
Laurence has worked in executive roles over the past 25 years and founded Linked.Farm 10 years ago.
Natalia Valle Aguirre, Co-Founder of Plant on Demand, is a founding partner of DECENT.
Plant on Demand is an all-in-one SaaS platform built to help organic farmers digitalise their operations, sell more efficiently, and collaborate through local food networks. The platform currently commercialises over €17M annually from over 200 farmers throughout Spain.
Natalia has over 7 years of experience in building and managing companies driven by purpose in the local and organic food sector.
Invest in the Future of Food
We're raising funds for phase one establishment of the non-profit DECENT Alliance.