DECENT is an alliance of multiple decentralised food enterprises working together to build an AI-first marketplace for a more ethical food system.
Together, we are decentralising the food system by making it easy to access fresh food from thousands of small-scale, independent and ecologically sound producers.
Our combined expertise, experience, and market presence will enable the Decent Marketplace to launch with sales exceeding €100m.
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The Problems We're Solving
Fragmentation
Independent and small-scale food producers lack the connection and coordination capacity needed to reclaim market share and prosper.
Intelligence Gap
Strategic intelligence is out of reach for most small-mid sized food enterprises often resulting in short- sighted and reactive tactics.
Disenfranchisement
Small-scale producers of natural food are pushed out of mainstream supply chains due to prohibitive compliance and transaction costs.
Our Three-Pillar Solution
1
DECENT Alliance
A non-profit that brings together leaders of decentralised food enterprises to build connections, share knowledge, and collaborate on decentralised food projects.
2
DECENT Intel
A strategic advisory service focused on surfacing emerging threats, opportunities and insights for Executives, Investors, Government, and Researchers.
3
DECENT Market
A steward-owned platform that uses AI-First technology to bring together regional platforms with different business models into a connected marketplace.
Founding Alliance Members
Ooooby is UK's leading decentralised food platform
£13 million GMV
Focused on ecologically sound food direct from farms to households
Linked Farm is Belgium's leading decentralised food platform
€10 million GMV
Pioneering short-supply-chain food both B2B and B2C
Plant on Demand is Spain's leading decentralised food platform
€17 million GMV
Short-supply-chain solutions for small farms and food hubs
The AI-First Decentralised Web Advantage
The next generational leap in online technology will not come from layering AI onto legacy systems, but from building on new decentralised web architectures with an AI-first approach that is adaptive by design and operates efficiently at higher orders of complexity.
Modular & Extensible
Inherently adaptable to change, lowering development and operating costs
Future Integration
Enables integration across emerging marketing, distribution, and regulatory frameworks
Scalable & Adaptive
Inherently more scalable and adaptable to various market conditions
European Market Size
€4T
Total EU + UK Food Economy
2025 estimates of full supply chain economic activity.
€200B
Eco-Sound Segment
~5% incl. organic, regenerative, low-impact, and health-focused foods
€80B
Market Opportunity
~40% eco-sound via decentralised independent businesses
Assembling a €100M+ Starting Point
The DECENT Alliance is bringing together regional platforms that between them will represent more than €100m in trading volume. This provides the critical mass to make investment in the DECENT technology viable and uniquely positions DECENT to provide the digital substrate for decentralised food everywhere as we enter the AI age.
Why Now? The Perfect Convergence
The Timing Is Right
The opportunity to unite decentralised food enterprises with technology has only recently become viable.
AI-First
AI is cutting the cost of building adaptable, future-ready platforms, enabling independent systems to interoperate without sacrificing sovereignty.
Food Security
Mega-scale centralised food systems are damaging the ecosystems that feed us. A more resilient food system is urgently needed.
Regenerative Groundswell
Trust in big brand food is crumbling as the boomer generation give way to socially and ecologically minded citizens who are demanding change
Action Plan
Starting on the right foot
1
Unite
Assemble purpose aligned food businesses and platforms to share insights and inform the new technology requirements
2
Design
Establish fundamental design specs, systems architecture and application functionality for the shared tech stack.
3
Build
Develop the MVP ready for adoption and deployment by alliance member businesses and platforms.
Leadership
Pete Russell, Founder of Ooooby, is spearheading DECENT's formation.
Ooooby currently facilitates 55,000 gate-to-plate deliveries per month to 15,000 active customers via 150 regional food hubs, generating £13m in ecologically sound, decentralised food sales annually.
Pete has over 20 years of food system experience across most aspects along the small to large scale food industry spectrum.
(copyright Koen Keppens)
Laurence Claerhout, Founder of ​Linked.Farm​, is a founding partner of DECENT.
Linked.Farm facilitates B2B and B2C trade directly from small farms and food hubs in Belgium and is comparable to Ooooby in terms of trading volume.
Laurence has worked in executive roles over the past 25 years and founded Linked.Farm 10 years ago.
Natalia Valle Aguirre, Co-Founder of Plant on Demand, is a founding partner of DECENT.
Plant on Demand is an all-in-one SaaS platform built to help organic farmers digitalise their operations, sell more efficiently, and collaborate through local food networks. The platform currently commercialises over €17M annually from over 200 farmers throughout Spain.
Natalia has over 7 years of experience in building and managing companies driven by purpose in the local and organic food sector.
Invest in the Future of Food
We're raising funds for phase one establishment of the non-profit DECENT Alliance.