An innovative home delivery service launches in London today that brings the farmers’ market online.

Bonativo, which launched in Berlin, Germany, last month, has now debuted in parts of the English capital with ambitions to roll out further to other cities if successful. The site sells 500 products – most of them organic – produced by local businesses from London and the surrounding areas.

Customers can filter products by category, including bakery, fruit and vegetables, eggs and dairy, meat and fish, larder, beverages and snacks and sweets. They can also filter by 48 suppliers or 19 attributes such as organic, free range, vegetarian, lactose free, vegan, no additives, grass fed.

Suppliers include Ted’s Veg, Beat Bush Farm, Wildes Cheese, Nookie, Rubies in the Rubble and Dalston Cola.  The story of each producer is provided so customers can learn about the people behind the products and their stories. Bonativo has a list of criteria all suppliers have to fulfil including factors such as sustainability and production transparency.

The minimum order is £30 and delivery is free. Products can also be picked up from Bonativo’s “pantry” in Summerstown, SW17.

Goods can be bought in “bundles” such as the Dinner Party Cheese Bundle for £28.50, a Veg Bundle for £12, a Juicing Bundle for £15 and a Mixed Meat Box for £25. The delivery area initially covers London travel zones one and two and all South West London postcodes.

The company is supported by Rocket Internet, the world’s largest internet platform outside the US and China, which has built many successful internet companies worldwide, including Groupon International, Zalando and eDarling.

Christian Eggert co-founder, said: “We are looking for products that are special and have a producer story behind them, It’s about artisan and sustainable food and local food. We will market a lot through word of mouth and connecting with the food community in London.

“We do not store the goods which is the big difference. You have the benefit of having it freshly selected on the day you want to have it delivered.”

Eggert said everyone had the right to know the origin behind their food. “We’re not just talking about a vague country label, but about the land it grew in, the treatment it went through, and the people behind it,” he said.