About me

Hi, I’m Max — founder of Craving Local, based in Essex.

I’ve always cared deeply about how food is grown, who grows it, and how it gets to the people who eat it. Right now, that system is failing. Farmers are underpaid and undervalued, families are stretched thin by rising prices, and supermarkets are flying in plastic-wrapped produce from halfway across the world while making record profits.

I started this business after feeling stuck and unsure how to move towards my long-term goal: building a regenerative smallholding where I can grow food that gives back to the land, not just take from it.

Craving Local is about cutting through all that. It connects local people directly with local producers, bringing food miles right down. Everything we sell is sourced as close to Essex as possible, and always with quality, sustainability, and fairness in mind.

I work with small, values-driven producers to offer things like organic veg, pasture-raised meat, proper cheese, and more — real food made by real people. It’s all about making good produce more accessible while supporting the businesses that are doing things right.

And hopefully, one day, I’ll be able to contribute to that list myself — by growing and producing food from my own piece of land.

If you’re a local producer doing good work, I’d love to hear from you. Let’s build something better together!