Nick Jefferson and Ella Cooper

About

Nick Jefferson and Ella Cooper founded Wylde Market in London in 2022, prompted by how little the British food industry tells you about where food comes from. On Wylde, vetted regenerative farmers, growers and independent producers sell directly to customers and set their own prices.

Wylde raised more than £300k through crowdfunding in early 2025, beating its target by over £100k, and is backed by Ottolenghi co-founder Noam Bar. It has moved warehouse twice to keep up with demand and has grown from fish into meat, fruit, vegetables, dairy and cupboard staples.

Number 67 on the Startups 100 Index 2026.