Farmer J eyes US expansion as it secures £5.5m investment

By James McAllister

- Last updated on GMT

Farmer J eyes US expansion as it secures £5.5m investment

Related tags Farmer J Healthy Eating Jonathan Recanati QSR London expansion Investment

Health-focused QSR brand Farmer J is planning further expansion in the capital and a move into the US market after securing a £5.5m investment.

The funding, provided by transatlantic venture capital firm Beringea, will be used to power further growth for the brand, with five new sites planned for 2024.

Launched in 2014 by former investment banker Jonathan Recanati, Farmer J currently operates 10 sites across the capital.

The brand says it is on a mission to serve Londoners ‘honest food straight from farm-to-fork’ and is geared towards breakfast and lunch service, with options including egg pots, toast and rolls, and customisable ‘field’ trays and bowls.

As well as further growing its London estate, the group is currently targeting overseas expansion in the East Coast of the US.

“My ambition is to build a global brand - serving people nutritious, honest, tasty food, made from scratch,” says Recanati.

“I genuinely believe that no meal should be wasted, even if you’re grabbing a quick meal, it should always be an experience. I’m in the business of feeding people ‘fast food’, but my goal is to redefine what that means.”

Last year, Farmer J secured backing from Edition Capital, whose other hospitality investments include Incipio Group, WatchHouse, Club Mexicana, Little Door & Co, and Pizzaluxe.

It also secured a £1.9m investment from sector investor Imbiba in 2019​.

“Jonathan and the Farmer J team have built a brand that is transforming the dining experience of thousands across London,” says Stuart Veale, managing partner of Beringea, who led the investment and will join the Farmer J board of directors.

“Consumers that are short on time no longer need to suffer through tired, unhealthy, poorly sourced meals – Farmer J offers a product that is driving immense loyalty and value. We look forward to working alongside the team on the next chapter of its expansion across London and internationally.”

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