In 2010, four friends from school—Barry, Ben, Jamie and Mike—founded Sorted Food with the backing of Co-incidence. Our mission was clear: to help build an authentic brand rooted in community, trust, and sustainability, growing organically through the value it creates.

 

Sorted is now a community-led, digital-first media collective focused on food and cooking, blending the role of publisher, broadcaster, and influencer with an emphasis on authenticity and engagement. While it retains some of the qualities of traditional media outlets, its independence, collaborative approach, and diversified revenue model allow it to maintain trust and integrity in a way that most conventional brands cannot. In this sense, Sorted has carved out a niche, creating a powerful brand with exclusive channels that connect directly with its community and combine the best of the old and new media worlds.

 

As part of the Co-incidence Experiment, Sorted will open its first Sorted Hub in London, providing physical infrastructure to support the growing community. Alongside this, the launch of Sorted Squads will bring members together to collaborate and tackle the challenges they care most about by harnessing the collective power of the Sorted community to drive positive change.