Four independent food and drink businesses – Edge Tea & Coffee, Minerol, Crate to Plate, and Freddie’s Farm – have been named winners of TikTok Shop’s Shop Local competition with each receiving a £150,000 support package to help them launch and scale on the platform.
Fronted by farmer and TV presenter Jimmy Doherty, the initiative was created to help small and medium-size businesses (SMBs) reach national audiences using TikTok Shop’s discovery-led social commerce model.
TikTok Shop now features around 200,000 UK SMBs, giving emerging brands access to live shopping and short-form video content, and enabling them to compete alongside larger businesses.
“TikTok Shop is where small businesses without big budgets can be discovered by millions and grow their businesses at scale,” said Jan Wilk, Head of TikTok Shop UK.
“The winners of our Shop Local scheme showcase the best of British produce, with strong founder stories and clear potential to thrive with discovery-led shopping.”
Enrants from across the UK submitted TikTok videos showcasing their locally produced products, with TikTok Shop and Doherty selecting four businesses to support throughout 2026.
The ‘Shop Local’ Winners
Edge Tea & Coffee (@edge_tea_coffee)
Founded by Alice Edgcumbe-Rendle in Arundel, West Sussex, Edge Tea & Coffee crafts tea and coffee using hand-roasted beans and carefully selected leaves. The business stood out for its founder-led story, shaped by two decades working closely with tea-growing communities in India and Africa, championing sustainable practices and fair trade.
Created by Kieren Horgan & Tom Bennett, Minerol is a London-born mineral-based drink brand, created to make functional hydration simple and accessible, while offering an alternative to alcohol. Using social-first content to explain ingredients and benefits, the brand is seen as well positioned to thrive on the platform.
Crate to Plate (@cratetoplate)
London-based Crate to Plate produces premium sauces and dressings using fresh, locally grown ingredients, with herbs and greens cultivated year-round in Canary Wharf indoor vertical farms. CEO Daniel Tristao said: “At Crate to Plate, we believe that better food begins with fresher, higher-quality ingredients, and it’s amazing to see TikTok championing local producers.”
Freddie’s Farm (@freddiesfarm)
A Kent-based, family-run business making British fruit snacks from whole fruit and veg, Freddie’s Farm was founded by former farmer, Laurie Fermor and inspired by his son, Freddie. Already stocked in retail, the brand sees TikTok Shop as a key discovery channel to reach new customers directly.
Each of the winning will receive guidance from TikTok Shop experts, LIVE shopping and sales training, creator introductions, fulfilment support, and PR and marketing backing to help grow their business both on and off the platform.
Retail Rewired 
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