FreshHook — A hyperlocal grocery marketplace connecting urban consumers with local farmers, fishmongers and artisan producers via same-day delivery.
Industry
On-Demand Delivery
Services
Mobile App, UX Design, Backend
Year
2023
Business Type
Startup
300%
Order Growth
4.8★
App Store Rating
50K+
Monthly Orders
98%
Delivery Success
About the Project
FreshHook is a hyperlocal grocery marketplace connecting consumers with local farmers, fishmongers and artisan producers — enabling same-day delivery of ultra-fresh produce with full supply-chain transparency. We built the end-to-end platform from the ground up: native consumer app, farmer dashboard, driver coordination system and the intelligent routing engine that ties it all together.
"Traditional grocery delivery platforms source from centralised warehouses, stripping freshness and traceability from the equation. Local farmers lacked digital infrastructure while urban consumers craved trust and transparency."
The Challenge
Traditional grocery delivery platforms source from centralised warehouses, stripping freshness and traceability from the equation. Local farmers lacked digital infrastructure while urban consumers craved trust and transparency. The client needed a platform that could handle hyperlocal routing, perishable inventory management, and real-time driver coordination — all while delivering a consumer experience as polished as any tier-1 app.
Our Role
Native iOS & Android apps for consumers, farmers, and drivers — built simultaneously on React Native for maximum code reuse.
Scalable Node.js microservices, PostgreSQL, Redis caching, and an ML-powered routing engine handling thousands of concurrent deliveries.
User research with 200+ farmers and consumers translated into intuitive interfaces that required zero onboarding documentation.
Project Goals
Deep consumer interviews and farmer co-design workshops surfaced the real barriers preventing farm-direct commerce from scaling.
ML-powered routing matches perishables with the nearest available driver, factoring product shelf-life, traffic and driver rating.
Consumer app + Farmer dashboard + Driver app built simultaneously with shared design system and real-time sync via Firebase.
Phased city rollout with real-time analytics dashboard giving the operations team live visibility into order health and driver capacity.
Our team rebuilt the supply chain logic three times before finding the architecture that could handle same-day perishable routing at scale. Every rebuild taught us something the previous hadn't.
Lead Backend Engineer — FreshHook Project Team
The Solution
Our AI routing engine ingests product shelf-life metadata alongside real-time driver proximity and traffic data. The result: perishable produce is always matched with the fastest available driver within a guaranteed freshness window.
Every item carries a QR-linked provenance record connecting the consumer's basket back to the exact farm, harvest date and producer. Supply-chain transparency became a key differentiator driving 4.8★ ratings.
Many farmers lack smartphones or typing proficiency. We built a voice-command inventory interface that lets producers update stock availability verbally — changes propagate to the consumer app in under 800ms via Firebase Realtime DB.
The Results
Achieved 300% order volume growth within the first 6 months of launch
Earned a 4.8★ rating across 12,000+ verified App Store reviews
Reduced average delivery time from 4.2 hours to 1.8 hours
Onboarded 200+ local farmers and producers in the first quarter
Expanded from 1 to 4 cities within 8 months of initial launch
Zero critical data incidents across 18 months of production operation
Technology Stack
More Work
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