I think you've hit the nail on the head here. So many people here in the UK live within a few miles of some amazing independent food producers but use them rare

I think you've hit the nail on the head here. So many people here in the UK live within a few miles of some amazing independent food producers but use them rarely, if ever. That's the problem we want to solve. We're definitely going to tighten up the message on the site to clarify why we think people should join – thanks for the feedback.