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Monday, 26 September 2016

Caprera, where good food is more than just a label

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I wanted to tell you about a new online marketplace where ‘good food’ is more than just a label.  It is called Caprera.

‘Finest’, ‘Extra Special’, ‘Taste the Difference’. Is a clever label all it takes to convince us about the quality of the food we eat? When we buy ‘British’, ‘farm-raised’ produce, are we happy to settle for this vague idea of where our food comes from? We all like to believe that we are discerning shoppers, choosing only the freshest and the best of what is on the shelf. However, the truth is that most of us purchase without truly giving a second thought about quality and traceability, and are content to accept things at face value. We never stop to consider that being the best on the shelf does not necessarily qualify as being good to begin with. Is there really any way to be certain about how “good” ‘good food’ actually is?

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Caprera aims to change that. It is the largest network of independent food and drink producers in the UK. After a successful trial period, the marketplace has now officially launched, targeting UK consumers who care about the quality and traceability of their food, and who know that this is not something they can get at supermarkets.  

For Caprera, careful sourcing does not mean compromising on convenience. This is great news for the busy modern-day consumer, who wants all the convenience of getting his food in one place. In addition to offering delivery throughout mainland UK, the online marketplace also offers a single delivery system. This enables customers to order a variety of products from multiple independent producers throughout the UK, yet receive it all in one convenient delivery.

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According to Caprera’s founder and CEO, Jeremy Hibbert-Garibaldi, “For too long, ‘good food’ has been reduced to nothing more than a slogan that supermarkets exploit for their own commercial benefit. We believe that customers deserve so much better, and we want them to realise this. We want ‘good food’ to actually mean something again.”

Caprera sets high standards for its producers, all of whom are vetted and handpicked against select criteria. They operate a series of strict policies that includes a ban on the use of artificial substances, GMOs and synthetic growth hormones. This allows the online marketplace to guarantee that all their products are grown and produced by independent producers who mindfully source their ingredients and reject mass production.

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By offering an affordable, convenient way to access traceable, quality food; Caprera is looking to change customer expectations in terms of what should and what really shouldn’t be classed as good food. The site can be found at

Note - I am hoping to try the site out for myself in the near future and will be able to give you my own personal view of the service and products.  Watch this space!

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