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River Cottage Veg Everyday by Hugh Fearnley-Whittingstall

We are a married couple who met in a very modern way via a mutual friend in 2011 on Twitter when we got talking about Hugh Fearnley-Whittingstalls new book (at the time) and tv series – River Cottage Veg Everyday.

We soon realised that we not only both liked great Veggie food but also liked much of the same 80’s music, were born within 6 weeks of each other, loved Doctor Who and Sci-Fi and actually got on rather well!




Christian Ainscough

Christian is a bit of an old Goth with a penchant for dressing up in ridiculous outfits given the slightest opportunity. He has been Vegetarian since his moody teenage years.

He has been a record store manager, a card shop manager and a chef in his time. He’s currently working in an Admin role within Lancashire County Council

He has years of managing retail spaces taking them from empty shells to thriving businesses.

After leaving to care for his children full time, he swore never to go back to retail! That didn’t last!

Christian will be the go-to for the day to day questions as he’ll be managing the shop

Joanne Ainscough

Joanne is a Software Engineer with 20 years experience but having watched far too much of The Good Life growing up, her real passion is ethical and sustainable food systems. She’s an ex-Veggie but very keen on sourcing her food from suppliers who raise their livestock in an ethical way.

Originally part of the River Cottage online community that sprung up back around 2000, she became part of the Downsizer online community that evolved out of that when people wanted to create a more collaborative online community, sharing skills and recipes and sourcing their food from small scale farmers and small-holders.

She has been known to meet up with these strange yoghurt-knitting internet weirdo’s, dragging along her family around the country and forming life-long friendships.

She is a crazy cat lady, a beekeeper, attempts to grow her own food organically, she volunteers with Sustainability Morecambe, brought the Food Assembly to Lancaster and is attempting to look clever and do a MSc Sustainable Food and Natural Resources at the Centre for Alternative Technology.

Jo will be looking after the virtual side of things, handling the majority of the social media etc., as well as running courses and of course helping out in the shop.