Farm To Cart

An online shop at eco-friendly grocery store, Buyfresh.co.za, is just like shopping at a farmers’ market! You can do your weekly buy-in with just a few clicks – minus the environmental guilt – and support local farmers. Welcome to the future of grocery shopping.

- Jana Greyling

‘A sense of uniqueness, quality and integrity that is sometimes lacking in products you pick off the retail shelf – that’s what you get out of a Buy fresh product,’ says Asher Stern, founder of the online grocery store that sells fresh, sustainable produce. ‘The disconnect between the source of the product and the consumer has become even more disjointed.’

The store was officially launched in November last year, selling everything from organic veggies, fresh fish and hormone-free meat, poultry, and dairy to prepared meals, kombucha and even bone broth.

Asher worked in finance and private equity for a small investment firm, where he gained insight into how to successfully fuse the internet and business. Inspired by Flash Meat, his father’s meat distribution business that supplies Cape Town restaurants, Asher tailored the business model of Buy fresh to meet the consumer demand.