TikTok Shop has today announced the winners of its Shop Local competition, with each business receiving a support package worth £150,000 designed to help British small and medium-sized businesses (SMBs) sell more homegrown goods to customers across the UK.Fronted by farmer and TV presenter Jimmy Doherty, the scheme was announced in response to the growing appetite among UK shoppers for more locally produced goods. Research shows that:
- 83% of Brits say they would buy more British produce if it were more widely available.
- 29% of small businesses cite attracting new customers as their biggest challenge¹.
Small businesses from across the UK submitted TikTok videos showcasing their locally produced products, and TikTok Shop – alongside Doherty – has selected four standout businesses to support throughout 2026.
The ‘Shop Local’ Winners
1. Edge Tea & Coffee (@edge_tea_coffee) – Alice Edgcumbe-Rendle, Arundel, West Sussex Award-winning tea and coffee crafted from hand-roasted beans and carefully selected leaves, delivering premium quality at an everyday price. With over four decades of expertise spanning three generations – from a humble Sussex kitchen table – the business is built on a strong sustainable ethos, championing ethical sourcing, FSC-certified packaging, and waste reduction at every stage.
Edge Tea & Coffee stood out for its compelling founder story, rooted in humble Sussex beginnings and shaped by the founder’s 20 years working closely with tea-growing communities in India and Africa, championing sustainable practices and fair trade. Bringing this deep expertise back to the UK, the business blends heritage, credibility and purpose in every cup, supporting the regions that produce the teas while delivering exceptional quality to local customers.
Speaking of their win, Edge Tea & Coffee’s founder, Alice Edgcumbe-Rendle, commented: “We’re incredibly excited to be part of the TikTok Shop Local scheme. It’s a fantastic opportunity that will help us diversify our online sales and take EDGE to the next level. This new platform allows us to tell our story to a wider audience and share our passion for great coffee.”
2. Minerol (@minerol) – Kieren Horgan & Tom Bennett, London Created by two doctors, Minerol is a London-born brand producing a mineral-based drink – spanning enhanced hydration and energy blends – designed to make functional hydration simple and accessible, while offering a refreshing alternative to alcohol, and now enjoyed by customers nationwide.
Minerol stood out for its fresh, social-first content that makes ingredients and product benefits easy to understand and engaging for TikTok audiences. With strong personality, visual flair, and clear messaging, the brand shows huge potential for thriving on TikTok LIVE.
Speaking of their win, Minerol’s co-founder, Kieren Horgan, commented: “We are hugely excited to begin working with TikTok Shop. We put real heart into our submission, so it feels incredibly rewarding to be recognised. TikTok is where culture is shaped right now, and we can’t wait to collaborate with the platform to take Minerol’s presence to the next level.”
3. Crate to Plate (@cratetoplate) – Daniel Tristao, London Crate to Plate creates premium sauces and dressings using fresh, hand-crafted ingredients grown locally, with herbs and greens cultivated year-round in Canary Wharf indoor vertical farms and delivered to consumers within 24 hours of harvest for maximum freshness. Using Michelin-level techniques and top-quality produce, the on-site team delivers bold flavour without preservatives, emulsifiers or unnecessary additives.
Crate to Plate stood out for staying true to what a local food brand should be – fresh, responsible and proudly hands-on – while tapping into the UK’s growing appetite for artisanal, independent brands. In fact, research suggests there is an increasing demand for new sauces based on popular classics, with almost half (49%) of shoppers stating they are more adventurous with sauces than before. The business’s stylish, giftable jars and versatile range make it perfect for fridge stock-ups and highly compelling for social storytelling on TikTok Shop.
Speaking of their win, Crate to Plate Chief Executive Officer, Daniel Tristao, commented: “We’re absolutely thrilled to be one of the winners of the TikTok Shop Local competition. 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. We can’t wait to launch on TikTok Shop!”
4. Freddie’s Farm (@freddiesfarm) – Laurie & Charlie Fermor, Kent Freddie’s Farm is a family-run business making British fruit snacks from whole fruit and veg, founded by a former farmer inspired by his son, Freddie. The brand never uses concentrates or purées, putting quality, transparency and simplicity at the heart of everything it makes.
Freddie’s Farm stood out for its heartfelt family story and strong farming roots, paired with clear health and trust credentials. Already stocked in retail, the brand sees TikTok Shop as a powerful next step to reach new families directly, with its values-led approach and parent-friendly appeal making it a natural fit for TikTok Shop’s family-focused, discovery-led shopping.
Speaking of their win, Freddie’s Farm’s co-founder, Laurie, commented: “We’re incredibly proud to be a winner of TikTok Shop’s Shop Local competition. Support like this makes a real difference to small businesses like ours, and we’re so grateful for the opportunity to grow and connect with families on TikTok Shop!”
What each winning business will receive
Each business will receive a bespoke support package worth over £150,000 to start up and scale up on TikTok Shop. The package includes hands-on 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.
Jimmy Doherty, farmer and TV presenter, said: “British small businesses are the backbone of so many communities, and the passion and creativity shown in the Shop Local entries has been incredible. These four winners really stood out – not just for their products, but for their stories, their craftsmanship and their pride in keeping things local. I’m thrilled to support them as they take the next step into online selling with TikTok Shop.”
Jan Wilk, Head of TikTok Shop UK, said: “Jan Wilk, Head of TikTok Shop UK, said: “TikTok Shop is where small businesses without big budgets can be discovered by millions and grow their businesses at scale. 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. We are looking forward to supporting these local producers as they scale on TikTok Shop.”
Why Shop Local matters
TikTok Shop now supports more than 200,000 SMBs across the UK, offering a way for small businesses to reach national audiences without needing large budgets or established retail distribution. With over 6,000 LIVE shopping sessions taking place daily, the platform enables businesses to showcase their products through video, creators and real-time interactions².
