DECENT is building the coordination layer for decentralised food economies.

We are an alliance of decentralised food enterprises working together to build food system resilience by making it easy to access high quality food from thousands of small-scale and independent producers and vendors.

To date we represent over 2,000 farms and our combined trading volume already exceeds €200m across the UK, Belgium, Spain and the Netherlands.

Substack Articles

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


Ooooby is UK's leading decentralised food platform.

Focused on ecologically sound food direct from farms to households.

🇬🇧

Linked Farm is Belgium's leading decentralised food platform.

Pioneering short-supply-chain food both B2B and B2C.

🇧🇪

Plant on Demand is Spain's leading decentralised food platform.

Short-supply-chain solutions for both B2B and B2C.

🇪🇸

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.

🇳🇱

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.

🇪🇸

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 has only recently become viable.

AI-First

AI is cutting the cost of building adaptable, future-ready platforms, enabling independent systems to seamlessly interoperate.

Food Security

Mega-scale centralised food systems are damaging the ecosystems that feed us. A more resilient food system is urgently needed.

Regen Groundswell

Trust in big brand food is crumbling as socially and ecologically minded citizens are seeking alternative food options and 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 over 50,000 gate-to-plate deliveries per month from over 150 small farms, 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.