Born in Matson, Northbound opened in May 2014 and has since created over 150 new jobs for the local area and supported over 130 local food producers within 30 miles. Now that Southbound has opened, an additional 374 local jobs have been created, cementing Northbound's role as an embassy that supports local neighborhoods, community assets, and injects £2 million back into the local economy through its focus on local food and people.