Guy Singh-Watson, founder of the organic vegetable box company Riverford, has reflected on the 40 years since he left a career in management consultancy to farm three acres of organic vegetables. Now 66, Singh-Watson described the early days of his venture, recalling using old hoes and seed drills and a tractor nicknamed ‘the beast’.
Riverford was founded in 1985 when Singh-Watson returned to his parents' farm in Devon. He planted his first three acres and began growing organic vegetables a year later. Initially, he sold produce directly to local greengrocers and from the back of his car. The company launched as Riverford in 1987, experiencing significant growth in the late 1990s as organic produce became more popular.
Singh-Watson faced challenges, particularly when selling to organic wholesalers in London. He described being “robbed blind” by one wholesaler who declared bankruptcy shortly after. This experience, he stated, was an “eye-opener” and fueled his determination to foster more humane relationships with farmers, unlike those he observed with supermarket buyers.
In 2018, Singh-Watson sold 74% of his Riverford shares to an employee trust. Before selling his final stake in 2023 for £9.8 million, he established Riverford’s supplier charter, aiming to prevent the “wasteful and abusive” practices he encountered with supermarket buyers. He has expressed a desire for supermarkets to adopt similar ethical practices.
Riverford is now fully owned by its more than 1,000 employees, making it a significant example of employee ownership in the UK. Singh-Watson believes this model has led to better decision-making, stating that having employees with diverse views and backgrounds allows for problems to be examined from multiple angles.
Beyond his business, Singh-Watson has been an advocate for organic farming and fair treatment of farmers. He took the government to court in 1999 over genetically modified crops and has spoken out against intensive farming methods. He is also leading a campaign to ban the use of the weedkiller glyphosate during harvest time in the UK. Singh-Watson acknowledged his controversial stance on issues such as farmers paying inheritance tax but emphasized his commitment to the success of farming, particularly mixed and smaller farms.
He expressed pride in Riverford's contribution to its suppliers, noting that many would not be in business today without the company. Customer trust, built over 40 years, is also a key element for Riverford, especially as customers pay a premium for their produce.
Singh-Watson advised understanding the customer deeply, noting that for Riverford, this involves knowing how customers cook, what works in their kitchens, and how the product fits into their lives. He admitted that his pursuit of the world he wanted to live in sometimes guided decisions more than commercial strategy. He also shared a leadership lesson from his first employee, John, who reminded him that not everyone possesses the same level of drive.
Riverford currently delivers vegetable boxes to approximately 70,000 customers weekly, with a turnover of £117 million last year, a 6% increase. The company's latest cookbook, "The Riverford Cookbook: Easy Evenings," is scheduled for publication on October 1.