Pete Russell is the founder of Ooooby, a decentralised marketplace for regional and ecologically sound food. Pete started Ooooby due to a frustration of the lack of access to market for small-scale and independent food producers. Ooooby has evolved over 10 years into a sophisticated low cost online platform that facilitates the sales and logistics of food from hundreds of farmers to thousands of customers every week. Over 50 independently owned farms and food hubs are using Ooooby here in the UK.