Rita Wild stresses that she is not, by any stretch of the imagination, a capitalist. Shaped by several decades working in the community sector, Rita has long been an advocate for social change. Recognising economic viability, however, as a major key to sustainability has led Rita down a more entrepreneurial path. When Rita, a former vegetarian, began eating meat again she found it difficult to source affordable, organic produce in Northern Ireland. That’s when the idea for the organic box scheme, BOXA, began to form. It wasn’t an immediate transition and a lot of soul searching went into the best format to adopt for the business. One thing Rita was certain of – she would run it as a “benevolent dictatorship”. Many years of serving her fellow citizens through committee consensus convinced Rita that her new venture would best perform with an individual at the helm.
Rita has been delivering organic and ethically-reared beef, wild venison, lamb, chicken, pork and fish directly from producer to plate now for five years. By bulk buying and eliminating the middleman it means the farmer or fisherman earns a fair price while the consumer pays competitive rates for food that is local, traceable, and of the highest standard. Flying in the face of conventional business, BOXA has minimal overheads. No fancy website (a facebook page does very nicely thank-you), no admin or marketing costs, no branding or packaging, just a simple monthly email to the 400-plus customers, outlining what’s on offer. This ensures that the organic produce is reasonable priced and more accessible than its supermarket counterparts.
The enterprise started cautiously. With a side of organic beef in hand Rita picked up the phone and found 10 people willing to share it. It is with the same personal engagement that Rita runs her business today, earning her a great deal of trust from both producers and buyers. The meat is flash frozen in large family packs, insulated with sheep’s wool and delivered to a single collection point for pick-up. “potential BOXA customers must be prepared to change their eating and buying habits. It is not like going to the butcher to buy a single lamb chop. You have to take it as it comes. We’re talking, for instance, half a lamb. There is no convenient solution.”
Her buyers travel on a given day each month to collect their BOXA goodies from Ballylagon Organic Farm, located 20 minutes outside Belfast. Up to now payment was only made on collection and Rita has rarely been let down by a non-showing customer- testimony to the success of her hands-on customer relations. The option to pre-pay online has since become available. The price of a box of meat has been sensibly calculated by totting up the precise cost of rearing, caring for and slaughtering the animal and then adding a fair mark-up for the farmer to cover their labour, time and investment. Rita then charges 10% commission to the producer and 10% handling fee to the buyer. No hidden costs.
It’s all about making organic food mainstream. It’s also about keeping food local, accessible and simple. Farmed as it was in our grandparents’ day without the intervention of chemicals. We need more inspirational food rebels like Rita Wild to fight the system, question bureaucracy and remind us what real food tastes like.