Q&A with Ed Johnstone of The Sussex Peasant
- Nick Mosley
- 7 hours ago
- 4 min read
Supporting the farmers, fishers and producers on our doorstep is more important than ever, writes Nick Mosley. He talks to local champion Ed Johnstone – founder of The Sussex Peasant mobile farm shops – about his un-erring passion in getting food from field to fork.
Tell us a bit about yourself…
I grew up in Sussex and have always been around farming and fresh produce, but my early career was rooted in hospitality. I worked in pubs and kitchens for several years, including managing The Cyclist at Brighton Station. It was during that time I really began to notice how difficult it had become to source genuinely local, transparent food.
Working in hospitality showed me how disconnected the food system had become; produce travelling long distances, pricing lacking clarity and farmers often squeezed at the bottom of the chain. That experience stayed with me and ultimately shaped what became The Sussex Peasant. There is also a growing appreciation that local food supports not just farmers, but rural landscapes, skills and employment, helping to future-proof Sussex’s food culture for the next generation.
You’ve always been a passionate advocate for Sussex food and drink. What led you to opening The Sussex Peasant?
The idea for The Sussex Peasant came from a simple frustration; we’re surrounded by incredible farms in Sussex, yet buying good, local, seasonal food wasn’t easy. I didn’t want to open another shop – I wanted to remove barriers.
In 2017, I bought a horsebox and converted it into a mobile farm shop. The aim was to bring the farm directly to the community, cutting out unnecessary middlemen and reconnecting people with where their food comes from. By driving village to village, talking to customers and farmers, the model grew very naturally from there.
You’re now thoroughly established but what challenges did you face in setting up the business?
Every day brings challenges, but it’s important to see the wood from the trees. If we remain focused on our long-term driver – making seasonal, nutritionally dense, local produce more accessible to people across the county – it often helps us navigate those challenges.
Each stage of the business has brought new challenges, particularly as we’ve taken on more people, grown the office and opened new sites. Having a great team with the ability and confidence to make decisions is crucial in overcoming the challenges we face.
What have been your highlights?
There have been many. Seeing growers and farmers grow with us has been a massive highlight; knowing that every £1 spent at The Sussex Peasant goes directly to a local farm, a local business, or our team. Each year, as we grow, that contribution becomes greater.
Having customers who shopped with me from day one and are still shopping today is incredibly rewarding. I still get the same excitement setting up markets and welcoming new customers, just as I did at the start.
I perhaps didn’t anticipate how much of a community hub the trucks would become. That’s been a real highlight – seeing them as places not just to buy food, but to meet, chat, swap recipes, walk the dog and connect. Along the way, we’ve also had unexpected moments of national attention, including being a winner in the BBC Food & Farming Awards in 2018.
Do you think consumers and producers are increasingly receptive to engaging with the local food chain?
Absolutely. People are asking more questions about where their food comes from, how it’s produced and who benefits from their spending. At the same time, producers are looking for routes to market that value their work properly. This is a wonderful meeting point between those needs, linking producers and their local community together, and in a really accessible and fun setting.
Local food isn’t about going backwards, it’s about creating smarter, more resilient systems. When people see that local food can be accessible, fairly priced and convenient, they’re very receptive to it.
How do you select which local producers and growers to work with?
If you’re passionate about what you do, want people to eat better and cook more often, and work with nature in mind, then we want to work with you.
It’s the person behind the product – their ethos and commitment – that matters to us. And of course, to be in Sussex! I’m really proud of the fact that we are able to get amazing fresh produce straight to our customers often within as little as 24 to 48 hours. Ensuring they are still full of their nutritional goodness.
What do you think the future is for local producers and growers in Sussex?
A positive one. There’s real momentum now and a real desire from people to access quality local food, know where – and how – it’s been produced and that it’s a fair price for all.
We’re also seeing the true cost of food align more closely with supermarket pricing, where much of the margin is absorbed by packaging and logistics. Ours goes into the real cost of food. We want to make that simple and accessible for as many families across the county.
What can people expect at TSP markets?
Fresh, seasonal, farm-produced food sourced directly from Sussex growers including vegetables, fruit, dairy, meat, eggs, bread and pastries and pantry staples. Everything is carefully selected, clearly priced and sold with transparency.
Our markets are designed to be welcoming and personal. Customers can talk to us about where their food comes from, how to cook it and why it’s priced the way it is. The aim is to support the local circular economy while keeping food affordable for everyday shopping.
With rotating markets running Thursday to Sunday in multiple locations across Brighton and Hove and wider towns across the county, where can readers find out the days and locations?
All market days and locations can be found on our website and social media. The most up-to-date information can be found at www.thesussexpeasant.co.uk. You can sign up to our weekly newsletter there too to keep up to date on all of our activities including seasonal markets. Come and join the community!
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