oddbox.co.uk
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Oddbox: The £28M Anti-Waste Rebellion
How 'ugly' produce and a direct-to-consumer model are disrupting the UK grocery market.
In a world obsessed with cosmetic perfection, Oddbox is betting that 'too wonky' and 'too many' is the future of food. By rescuing surplus produce directly from UK farms and delivering it to doorsteps, they aren't just selling vegetables—they are selling a moral imperative wrapped in a subscription box.
"Oddbox has achieved the holy grail of DTC: high brand loyalty where the customer feels they are buying into a mission, not just a product."
The Conscious Consumer Moat
Oddbox isn't fighting a price war with supermarkets; they are fighting a values war. With 54% of traffic being direct, their retention strategy is working. Customers don't just browse; they return. The 4.6/5 Trustpilot rating across nearly 20,000 reviews suggests that the 'ugly' produce is winning hearts, proving that when you align with a customer's ethics, you earn their loyalty.
SEO & The Long Tail of Veg
Their organic strategy is fascinatingly specific. While they dominate the branded term 'oddbox' (8K+ monthly searches), they are aggressively targeting long-tail culinary queries. Ranking for 'microwave choi sum' and 'broccoli pizza uk' moves them from a generic veg box provider to a meal-inspiration partner, capturing high-intent traffic at the exact moment of need.
The technical stack reveals a modern, scalable operation. Utilizing PWA (Progressive Web App) technology and DaisyUI, they have built a seamless mobile experience that bridges the gap between a website and a native app. This is crucial for a subscription model where users need to manage weekly deliveries effortlessly. The use of Hotjar and Google Analytics suggests a data-obsessed culture, constantly iterating on user friction points.
- Market Position: Niche leader in surplus produce, avoiding direct competition with giants like Riverford.
- Tech Stack: Modern PWA architecture with Bootstrap and DaisyUI ensures speed and mobile-first usability.
- Growth Signal: High direct traffic (54%) indicates strong brand recall and successful repeat purchase loops.
The Verdict: A Scalable Model for Good
Oddbox proves that ethical consumption can drive substantial revenue, turning agricultural inefficiency into a £28M+ business opportunity.
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Oddbox | Good Food Doing Good, Delivered to Your Door
Rescue the "too wonky" and "too many" direct from farmers to your door, and help fight food waste with every deliciously odd fruit and veg box delivery.
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Reviews (20)
Excellent service
Excellent service. Website very good clear. Delivery efficient. Products very good fruit and vegetables. Produce last well sizes odd rarely. I value to ethics of the company saving waste good food just for the supermarkets preferences.
The box arrived quickly and intact with…
The box arrived quickly and intact with a wide variety of fruit n veg all in good condition; would highly recommend Oddbox!!
Love the box
My daughter and I share the weekly box and both find everything great thoroughly enjoy every thing we get. The fact we can swap is great.
Great products
Good quality and great customer service when you have a hiccup!
Great box filled with fresh fruit and…
Great box filled with fresh fruit and veggies. Delivered on time. Highly recommended.
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About oddbox.co.uk
Rescue the "too wonky" and "too many" direct from farmers to your door, and help fight food waste with every deliciously odd fruit and veg box delivery.
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oddbox.co.uk uses 17 technologies across their website including Font Awesome, HSTS, Sentry, and more.
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oddbox.co.uk receives approximately 524.1K monthly visitors and ranks #85,663 globally. The website has a bounce rate of 41% with visitors viewing an average of 3.5 pages per visit. Users spend an average of 1:19 on the site.
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This page provides publicly available information about oddbox.co.uk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit oddbox.co.uk directly at https://oddbox.co.uk.