Built for the farms that feed Australia

Coles and Woolworths control 67% of Australia’s grocery market. Farmers sell to them at wholesale prices they don’t set, through supply chains they don’t control, to customers they never meet. The farmer who grew your tomatoes has no idea who’s eating them.

Some farmers have decided to sell direct. They set up a website, take orders through Facebook DMs and text messages, manage deliveries on a spreadsheet, and process payments through a mix of bank transfers, cash, and whatever payment tool they stumbled across first. It works — barely — until it doesn’t. A missed order, a lost customer, a failed payment at 2am before market day.

We built Hecta because the tools that exist weren’t built for this. Shopify doesn’t know what a lamb shoulder weighing 1.3kg at $28/kg means. WooCommerce breaks when you try to add delivery zones to the Atherton Tablelands. Open Food Network hasn’t been updated since the pandemic. Square doesn’t do subscriptions. No one handles order cycles, packing periods, or seasonal pauses.

Hecta does. Every feature exists because a real farm needed it. Variable-weight pricing that charges the exact amount after weighing. Order cycles that open and close on schedule. Delivery zones with automatic fee calculation. Subscription boxes with skip and pause. Seasonal pauses that stop your Hecta bill when your farm sleeps for the off-season.

Hecta is not a marketplace. Every farm gets their own store, their own brand, their own URL, their own customers. We don’t aggregate farms into a directory where customers comparison-shop. We don’t own the relationship between a farmer and the family that drives out every Saturday to pick up a box of vegetables. That relationship is the whole point.