FARMERS Pick has launched The Fridge - a new service that can deliver butcher-quality meat and dairy straight from Australian farms to households across the eastern seaboard.

Farmers Pick says Australians are paying higher prices for lower-quality meat, as farmers are squeezed by supermarket supply chains that value efficiency over provenance. 

The new Fridge service sources product directly from more than 70 family-run farms processed locally in New South Wales by a team of master butchers.

"Supermarkets have created a system that works for them, not farmers or families," said Josh Ball, chief executive officer and co-founder of Farmers Pick.

"They've conditioned Australians to accept lower quality at higher prices, while stripping provenance and trust out of the food supply chain. The Fridge is about reversing that, giving shoppers transparency and value, while supporting local farmers."

From beef, chicken, pork and mince to premium cuts, all meat is delivered fresh, never frozen, and vacuum-sealed to extend shelf life.

Orders can be bundled with fruit, vegetables and pantry staples, creating a complete grocery shop delivered to the doorstep. Shoppers can choose from everyday boxes or smaller flexible packs, designed to suit different household needs.

Farmers Pick says it has already saved more than 10 million kilograms of fresh produce from going to waste and the service is taking on the supermarket meat aisle while scaling its mission to support Australian farmers and create a direct, transparent link between the farm and the family table.

The recent Fridge launch comes as Farmers Pick's newly-commissioned ‘State of the Plate' survey revealed growing cracks in the food system and mounting consumer frustration:

• Trust gap: Only 20 per cent of Australians say they trust supermarket meat labelling, while only 14 per cent know exactly where their meat comes from.

• Cost pressures: 54 per cent say beef is too expensive while 59 per cent say the same of lamb

• Ready to switch: 4 in 10 Australians have switched or plan to switch to butchers due to supermarket concerns, while 53 per cent are willing to pay more for butcher quality meat if it is fresh, traceable, and ethically sourced.

Validated by data from CHOICE, the research shows nearly 40 per cent of Australians no longer trust supermarkets to deliver on value or quality, with almost half already shopping elsewhere for better produce and to support independent growers.

Farmers Pick is building on this shift, tapping into a movement that's already underway and accelerating it with a fresher, fairer alternative.

"The launch of The Fridge is just the beginning. As we execute on our mission, we'll keep expanding into new categories to build a complete direct-to-door grocery shop - one that delivers considered sourcing, better value for money, and genuine support for Australian farmers, the environment, and everyday shoppers," Ball said.

For more details, visit: www.farmerspick.com.au