TikTok Shop has announced the winners of its Shop Local competition, including two small businesses based in the South East: West Sussex-based Edge Tea & Coffee and Kent-based Freddie’s Farm.
The scheme has been designed to help British small and medium-sized businesses sell more homegrown goods to customers across the UK, with each winner receiving a support package worth £150,000 to grow their business and expand their reach.
Fronted by farmer and TV presenter Jimmy Doherty, the scheme was announced in October 2025 in response to the growing appetite among UK shoppers for more locally produced goods.
Research shows that 88% of South East residents (and 83% of Brits) say they would buy more British produce if it were more widely available, with 84% stating it is important they are able to buy locally-sourced.
Meanwhile, 29% of small businesses cite attracting new customers as their biggest challenge, according to Research Without Barriers.
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.
Based in Arundel, West Sussex, Edge Tea & Coffee produces tea and coffee made from hand-roasted beans and selected leaves, offering a range of products at accessible prices.
Established over 40 years ago and now run across three generations, the business began in Sussex and operates with a focus on sustainable practices, including ethical sourcing, FSC-certified packaging and efforts to reduce waste throughout its processes.
TikTok Shop said 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.
Edge Tea & Coffee’s founder Alice Edgcumbe-Rendle said: “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.”
The second South East winner is Freddie’s Farm, based near Ashford, Kent. The family-run business produces fruit snacks made from whole fruit and vegetables. It was founded by a former farmer and named after his son, Freddie. The brand does not use concentrates or purées in its products.
Freddie’s Farm was recognised for its family background and farming heritage, alongside its focus on health and transparency. Already stocked in retail, the brand plans to expand its reach through TikTok Shop as a way to connect directly with more families.
Freddie’s Farm’s co-founder Laurie Fermor said: “We’re incredibly proud to be a winner of TikTok’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!”
The other two winners, both based in London, are Minerol and Crate to Plate.
Each winning 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, added: “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.”
