diff --git a/lib/tasks/dev.rake b/lib/tasks/dev.rake
index 2eff925395..e14ef6a535 100644
--- a/lib/tasks/dev.rake
+++ b/lib/tasks/dev.rake
@@ -316,6 +316,22 @@ namespace :ofn do
       if EnterpriseRole.count < 1
         EnterpriseRole.create!(user: Spree::User.first, enterprise: enterprise2)
       end
+      display_deprecation_warning
+    end
+
+    def display_deprecation_warning
+      behaviour = ActiveSupport::Deprecation.behavior = :stderr
+      ActiveSupport::Deprecation.behavior = :stderr
+      ActiveSupport::Deprecation.warn(<<WARNING)
+
+
+  This task is going to be replaced by:
+
+    $ bundle exec rake ofn:sample_data
+
+  It contains more sample data.
+WARNING
+      ActiveSupport::Deprecation.behavior = behaviour
     end
   end
 end
diff --git a/lib/tasks/sample_data.rake b/lib/tasks/sample_data.rake
new file mode 100644
index 0000000000..bf929281b6
--- /dev/null
+++ b/lib/tasks/sample_data.rake
@@ -0,0 +1,59 @@
+require "tasks/sample_data/customer_factory"
+require "tasks/sample_data/enterprise_factory"
+require "tasks/sample_data/fee_factory"
+require "tasks/sample_data/group_factory"
+require "tasks/sample_data/inventory_factory"
+require "tasks/sample_data/order_cycle_factory"
+require "tasks/sample_data/payment_method_factory"
+require "tasks/sample_data/permission_factory"
+require "tasks/sample_data/product_factory"
+require "tasks/sample_data/shipping_method_factory"
+require "tasks/sample_data/taxon_factory"
+require "tasks/sample_data/user_factory"
+
+# The sample data generated by this task is supposed to save some time during
+# manual testing. It is not meant to be complete, but we try to improve it
+# over time. How much is hardcoded here is a trade off between developer time
+# and tester time. We also can't include secrets like payment gateway
+# configurations in the code since it's public. We have been discussing this for
+# a while:
+#
+# - https://community.openfoodnetwork.org/t/seed-data-development-provisioning-deployment/910
+# - https://github.com/openfoodfoundation/openfoodnetwork/issues/2072
+#
+namespace :ofn do
+  desc 'load sample data for development or staging'
+  task sample_data: :environment do
+    raise "Please run `rake db:seed` first." unless seeded?
+
+    users = UserFactory.new.create_samples
+
+    enterprises = EnterpriseFactory.new.create_samples(users)
+
+    PermissionFactory.new.create_samples(enterprises)
+
+    FeeFactory.new.create_samples(enterprises)
+
+    ShippingMethodFactory.new.create_samples(enterprises)
+
+    PaymentMethodFactory.new.create_samples(enterprises)
+
+    TaxonFactory.new.create_samples
+
+    products = ProductFactory.new.create_samples(enterprises)
+
+    InventoryFactory.new.create_samples(products)
+
+    OrderCycleFactory.new.create_samples
+
+    CustomerFactory.new.create_samples(users)
+
+    GroupFactory.new.create_samples
+  end
+
+  def seeded?
+    Spree::User.count > 0 &&
+      Spree::Country.count > 0 &&
+      Spree::State.count > 0
+  end
+end
diff --git a/lib/tasks/sample_data/addressing.rb b/lib/tasks/sample_data/addressing.rb
new file mode 100644
index 0000000000..bc1471e276
--- /dev/null
+++ b/lib/tasks/sample_data/addressing.rb
@@ -0,0 +1,25 @@
+module Addressing
+  private
+
+  def address(string)
+    state = country.states.first
+    parts = string.split(", ")
+    Spree::Address.new(
+      address1: parts[0],
+      city: parts[1],
+      zipcode: parts[2],
+      state: state,
+      country: country
+    )
+  end
+
+  def zone
+    zone = Spree::Zone.find_or_create_by_name!(ENV.fetch('CHECKOUT_ZONE'))
+    zone.members.create!(zoneable: country) unless zone.zoneables.include?(country)
+    zone
+  end
+
+  def country
+    Spree::Country.find_by_iso(ENV.fetch('DEFAULT_COUNTRY_CODE'))
+  end
+end
diff --git a/lib/tasks/sample_data/customer_factory.rb b/lib/tasks/sample_data/customer_factory.rb
new file mode 100644
index 0000000000..4c1904f2cd
--- /dev/null
+++ b/lib/tasks/sample_data/customer_factory.rb
@@ -0,0 +1,18 @@
+require "tasks/sample_data/logging"
+
+class CustomerFactory
+  include Logging
+
+  def create_samples(users)
+    log "Creating customers"
+    jane = users["Jane Customer"]
+    maryse_shop = Enterprise.find_by_name("Maryse's Private Shop")
+    return if Customer.where(user_id: jane, enterprise_id: maryse_shop).exists?
+    log "- #{jane.email}"
+    Customer.create!(
+      email: jane.email,
+      user: jane,
+      enterprise: maryse_shop
+    )
+  end
+end
diff --git a/lib/tasks/sample_data/enterprise_factory.rb b/lib/tasks/sample_data/enterprise_factory.rb
new file mode 100644
index 0000000000..cf5d62db22
--- /dev/null
+++ b/lib/tasks/sample_data/enterprise_factory.rb
@@ -0,0 +1,94 @@
+require "tasks/sample_data/addressing"
+require "tasks/sample_data/logging"
+
+class EnterpriseFactory
+  include Logging
+  include Addressing
+
+  def create_samples(users)
+    log "Creating enterprises:"
+    enterprise_data(users).map do |data|
+      name = data[:name]
+      log "- #{name}"
+      data[:long_description] = data[:long_description].strip_heredoc.tr("\n", " ")
+      Enterprise.create_with(data).find_or_create_by_name!(name)
+    end
+  end
+
+  private
+
+  # rubocop:disable Metrics/MethodLength
+  def enterprise_data(users)
+    [
+      {
+        name: "Penny's Profile",
+        owner: users["Penny Profile"],
+        is_primary_producer: false,
+        sells: "none",
+        address: address("25 Myrtle Street, Bayswater, 3153"),
+        long_description: <<DESC
+        This enterprise is a profile which means that it's not a producer and it
+        doesn't sell anything either.
+DESC
+      },
+      {
+        name: "Fred's Farm",
+        owner: users["Fred Farmer"],
+        is_primary_producer: true,
+        sells: "none",
+        address: address("6 Rollings Road, Upper Ferntree Gully, 3156"),
+        long_description: <<DESC
+        This enterprise is a producer only. It has products, which are sold
+        through the online shops of other enterprises.
+DESC
+      },
+      {
+        name: "Freddy's Farm Shop",
+        owner: users["Freddy Shop Farmer"],
+        is_primary_producer: true,
+        sells: "own",
+        address: address("72 Lake Road, Blackburn, 3130"),
+        long_description: <<DESC
+        This enterprise is a producer which also sells directly to consumers.
+        It has its own online shop and sells through other enterprises.
+DESC
+      },
+      {
+        name: "Fredo's Farm Hub",
+        owner: users["Fredo Hub Farmer"],
+        is_primary_producer: true,
+        sells: "any",
+        address: address("7 Verbena Street, Mordialloc, 3195"),
+        long_description: <<DESC
+        This enterprise is a producer selling its own and other produce to
+        consumers.
+DESC
+      },
+      {
+        name: "Mary's Online Shop",
+        owner: users["Mary Retailer"],
+        is_primary_producer: false,
+        sells: "any",
+        address: address("20 Galvin Street, Altona, 3018"),
+        long_description: <<DESC
+        This enterprise sells the products of producers, but doesn't have any
+        products of its own.
+DESC
+      },
+      {
+        name: "Maryse's Private Shop",
+        owner: users["Maryse Private"],
+        is_primary_producer: false,
+        sells: "any",
+        address: address("6 Martin Street, Belgrave, 3160"),
+        require_login: true,
+        long_description: <<DESC
+        This enterprise sells the products of producers in a private shop front.
+        Users have to be registered customers of this enterprise to access the
+        shop.
+DESC
+      }
+    ]
+  end
+  # rubocop:enable Metrics/MethodLength
+end
diff --git a/lib/tasks/sample_data/fee_factory.rb b/lib/tasks/sample_data/fee_factory.rb
new file mode 100644
index 0000000000..72d062e852
--- /dev/null
+++ b/lib/tasks/sample_data/fee_factory.rb
@@ -0,0 +1,28 @@
+require "tasks/sample_data/logging"
+
+class FeeFactory
+  include Logging
+
+  def create_samples(enterprises)
+    log "Creating fees:"
+    enterprises.each do |enterprise|
+      next if enterprise.enterprise_fees.present?
+      log "- #{enterprise.name} charges markup"
+      calculator = Calculator::FlatPercentPerItem.new(preferred_flat_percent: 10)
+      create_fee(enterprise, calculator)
+      calculator.save!
+    end
+  end
+
+  private
+
+  def create_fee(enterprise, calculator)
+    fee = enterprise.enterprise_fees.new(
+      fee_type: "sales",
+      name: "markup",
+      inherits_tax_category: true,
+    )
+    fee.calculator = calculator
+    fee.save!
+  end
+end
diff --git a/lib/tasks/sample_data/group_factory.rb b/lib/tasks/sample_data/group_factory.rb
new file mode 100644
index 0000000000..15e1ed1fb9
--- /dev/null
+++ b/lib/tasks/sample_data/group_factory.rb
@@ -0,0 +1,39 @@
+require "tasks/sample_data/addressing"
+require "tasks/sample_data/logging"
+
+class GroupFactory
+  include Logging
+  include Addressing
+
+  def create_samples
+    log "Creating groups"
+    return if EnterpriseGroup.where(name: "Producer group").exists?
+
+    create_group(
+      name: "Producer group",
+      owner: enterprises.first.owner,
+      on_front_page: true,
+      description: "The seed producers",
+      address: "6 Rollings Road, Upper Ferntree Gully, 3156"
+    )
+  end
+
+  private
+
+  def create_group(params)
+    group = EnterpriseGroup.new(params)
+    group.address = address(params[:address])
+    group.enterprises = enterprises
+    group.save!
+  end
+
+  def enterprises
+    @enterprises ||= Enterprise.where(
+      name: [
+        "Fred's Farm",
+        "Freddy's Farm Shop",
+        "Fredo's Farm Hub"
+      ]
+    )
+  end
+end
diff --git a/lib/tasks/sample_data/inventory_factory.rb b/lib/tasks/sample_data/inventory_factory.rb
new file mode 100644
index 0000000000..b4147e024d
--- /dev/null
+++ b/lib/tasks/sample_data/inventory_factory.rb
@@ -0,0 +1,34 @@
+require "tasks/sample_data/logging"
+
+class InventoryFactory
+  include Logging
+
+  def create_samples(products)
+    log "Creating inventories"
+    marys_shop = Enterprise.find_by_name("Mary's Online Shop")
+    products.each do |product|
+      create_item(marys_shop, product)
+    end
+  end
+
+  private
+
+  def create_item(shop, product)
+    InventoryItem.create_with(
+      enterprise: shop,
+      variant: product.variants.first,
+      visible: true
+    ).find_or_create_by_variant_id!(product.variants.first.id)
+    create_override(shop, product)
+  end
+
+  def create_override(shop, product)
+    VariantOverride.create_with(
+      variant: product.variants.first,
+      hub: shop,
+      price: 12,
+      on_demand: false,
+      count_on_hand: 5
+    ).find_or_create_by_variant_id!(product.variants.first.id)
+  end
+end
diff --git a/lib/tasks/sample_data/logging.rb b/lib/tasks/sample_data/logging.rb
new file mode 100644
index 0000000000..4c8ca493b6
--- /dev/null
+++ b/lib/tasks/sample_data/logging.rb
@@ -0,0 +1,8 @@
+module Logging
+  private
+
+  def log(message)
+    @logger ||= ActiveSupport::TaggedLogging.new(Logger.new(STDOUT))
+    @logger.tagged("ofn:sample_data") { @logger.info(message) }
+  end
+end
diff --git a/lib/tasks/sample_data/order_cycle_factory.rb b/lib/tasks/sample_data/order_cycle_factory.rb
new file mode 100644
index 0000000000..6ba5b8e5ef
--- /dev/null
+++ b/lib/tasks/sample_data/order_cycle_factory.rb
@@ -0,0 +1,111 @@
+require "tasks/sample_data/logging"
+
+class OrderCycleFactory
+  include Logging
+  # rubocop:disable Metrics/MethodLength
+  def create_samples
+    log "Creating order cycles"
+    create_order_cycle(
+      "Freddy's Farm Shop OC",
+      "Freddy's Farm Shop",
+      ["Freddy's Farm Shop"],
+      ["Freddy's Farm Shop"],
+      receival_instructions: "Dear self, don't forget the keys.",
+      pickup_time: "the weekend",
+      pickup_instructions: "Bring your own shopping bags or boxes."
+    )
+
+    create_order_cycle(
+      "Fredo's Farm Hub OC",
+      "Fredo's Farm Hub",
+      ["Fred's Farm", "Fredo's Farm Hub"],
+      ["Fredo's Farm Hub"],
+      receival_instructions: "Under the shed, please.",
+      pickup_time: "Wednesday 2pm",
+      pickup_instructions: "Boxes for packaging under the roof."
+    )
+
+    create_order_cycle(
+      "Mary's Online Shop OC",
+      "Mary's Online Shop",
+      ["Fred's Farm", "Freddy's Farm Shop", "Fredo's Farm Hub"],
+      ["Mary's Online Shop"],
+      receival_instructions: "Please shut the gate.",
+      pickup_time: "midday"
+    )
+
+    create_order_cycle(
+      "Multi Shop OC",
+      "Mary's Online Shop",
+      ["Fred's Farm", "Freddy's Farm Shop", "Fredo's Farm Hub"],
+      ["Mary's Online Shop", "Maryse's Private Shop"],
+      receival_instructions: "Please shut the gate.",
+      pickup_time: "dusk"
+    )
+  end
+  # rubocop:enable Metrics/MethodLength
+
+  private
+
+  def create_order_cycle(name, coordinator_name, supplier_names, distributor_names, data)
+    coordinator = Enterprise.find_by_name(coordinator_name)
+    return if OrderCycle.active.where(name: name).exists?
+
+    log "- #{name}"
+    cycle = create_order_cycle_with_fee(name, coordinator)
+    create_exchanges(cycle, supplier_names, distributor_names, data)
+  end
+
+  def create_order_cycle_with_fee(name, coordinator)
+    cycle = OrderCycle.create!(
+      name: name,
+      orders_open_at: 1.day.ago,
+      orders_close_at: 1.month.from_now,
+      coordinator: coordinator
+    )
+    cycle.coordinator_fees << coordinator.enterprise_fees.first
+    cycle
+  end
+
+  def create_exchanges(cycle, supplier_names, distributor_names, data)
+    suppliers = Enterprise.where(name: supplier_names)
+    distributors = Enterprise.where(name: distributor_names)
+
+    incoming = incoming_exchanges(cycle, suppliers, data)
+    outgoing = outgoing_exchanges(cycle, distributors, data)
+    all_exchanges = incoming + outgoing
+    add_products(suppliers, all_exchanges)
+  end
+
+  def incoming_exchanges(cycle, suppliers, data)
+    suppliers.map do |supplier|
+      Exchange.create!(
+        order_cycle: cycle,
+        sender: supplier,
+        receiver: cycle.coordinator,
+        incoming: true,
+        receival_instructions: data[:receival_instructions]
+      )
+    end
+  end
+
+  def outgoing_exchanges(cycle, distributors, data)
+    distributors.map do |distributor|
+      Exchange.create!(
+        order_cycle: cycle,
+        sender: cycle.coordinator,
+        receiver: distributor,
+        incoming: false,
+        pickup_time: data[:pickup_time],
+        pickup_instructions: data[:pickup_instructions]
+      )
+    end
+  end
+
+  def add_products(suppliers, exchanges)
+    products = suppliers.flat_map(&:supplied_products)
+    products.each do |product|
+      exchanges.each { |exchange| exchange.variants << product.variants.first }
+    end
+  end
+end
diff --git a/lib/tasks/sample_data/payment_method_factory.rb b/lib/tasks/sample_data/payment_method_factory.rb
new file mode 100644
index 0000000000..2b3899a662
--- /dev/null
+++ b/lib/tasks/sample_data/payment_method_factory.rb
@@ -0,0 +1,55 @@
+require "tasks/sample_data/addressing"
+require "tasks/sample_data/logging"
+
+class PaymentMethodFactory
+  include Logging
+  include Addressing
+
+  def create_samples(enterprises)
+    log "Creating payment methods:"
+    distributors = enterprises.select(&:is_distributor)
+    distributors.each do |enterprise|
+      create_payment_methods(enterprise)
+    end
+  end
+
+  private
+
+  def create_payment_methods(enterprise)
+    return if enterprise.payment_methods.present?
+    log "- #{enterprise.name}"
+    create_cash_method(enterprise)
+    create_card_method(enterprise)
+  end
+
+  def create_cash_method(enterprise)
+    create_payment_method(
+      Spree::PaymentMethod::Check,
+      enterprise,
+      "Cash on collection",
+      "Pay on collection!",
+      Spree::Calculator::FlatRate.new
+    )
+  end
+
+  def create_card_method(enterprise)
+    create_payment_method(
+      Spree::Gateway::Bogus,
+      enterprise,
+      "Credit card (fake)",
+      "We charge 1%, but won't ask for your details. ;-)",
+      Spree::Calculator::FlatPercentItemTotal.new(preferred_flat_percent: 1)
+    )
+  end
+
+  def create_payment_method(provider_class, enterprise, name, description, calculator)
+    payment_method = provider_class.new(
+      name: name,
+      description: description,
+      environment: Rails.env,
+      distributor_ids: [enterprise.id]
+    )
+    calculator.calculable = payment_method
+    calculator.save!
+  end
+end
diff --git a/lib/tasks/sample_data/permission_factory.rb b/lib/tasks/sample_data/permission_factory.rb
new file mode 100644
index 0000000000..48a62976d2
--- /dev/null
+++ b/lib/tasks/sample_data/permission_factory.rb
@@ -0,0 +1,33 @@
+require "tasks/sample_data/logging"
+
+class PermissionFactory
+  include Logging
+
+  def create_samples(enterprises)
+    all_permissions = [
+      :add_to_order_cycle,
+      :manage_products,
+      :edit_profile,
+      :create_variant_overrides
+    ]
+    enterprises.each do |enterprise|
+      log "#{enterprise.name} permits everybody to do everything."
+      enterprise_permits_to(enterprise, enterprises, all_permissions)
+    end
+  end
+
+  private
+
+  def enterprise_permits_to(enterprise, receivers, permissions)
+    receivers.each do |receiver|
+      EnterpriseRelationship.where(
+        parent_id: enterprise,
+        child_id: receiver
+      ).first_or_create!(
+        parent: enterprise,
+        child: receiver,
+        permissions_list: permissions
+      )
+    end
+  end
+end
diff --git a/lib/tasks/sample_data/product_factory.rb b/lib/tasks/sample_data/product_factory.rb
new file mode 100644
index 0000000000..260ddb49cc
--- /dev/null
+++ b/lib/tasks/sample_data/product_factory.rb
@@ -0,0 +1,93 @@
+require "tasks/sample_data/logging"
+
+class ProductFactory
+  include Logging
+
+  def create_samples(enterprises)
+    log "Creating products:"
+    product_data(enterprises).map do |hash|
+      create_product(hash)
+    end
+  end
+
+  private
+
+  # rubocop:disable Metrics/MethodLength, Metrics/AbcSize
+  def product_data(enterprises)
+    vegetables = Spree::Taxon.find_by_name('Vegetables')
+    fruit = Spree::Taxon.find_by_name('Fruit')
+    meat = Spree::Taxon.find_by_name('Meat and Fish')
+    producers = enterprises.select(&:is_primary_producer)
+    distributors = enterprises.select(&:is_distributor)
+    [
+      {
+        name: 'Garlic',
+        price: 20.00,
+        supplier: producers[0],
+        taxons: [vegetables],
+        distributor: distributors[0]
+      },
+      {
+        name: 'Fuji Apple',
+        price: 5.00,
+        supplier: producers[1],
+        taxons: [fruit],
+        distributor: distributors[0]
+      },
+      {
+        name: 'Beef - 5kg Trays',
+        price: 50.00,
+        supplier: producers[1],
+        taxons: [meat],
+        distributor: distributors[0]
+      },
+      {
+        name: 'Carrots',
+        price: 3.00,
+        supplier: producers[2],
+        taxons: [vegetables],
+        distributor: distributors[0]
+      },
+      {
+        name: 'Potatoes',
+        price: 2.00,
+        supplier: producers[2],
+        taxons: [vegetables],
+        distributor: distributors[0]
+      },
+      {
+        name: 'Tomatoes',
+        price: 2.00,
+        supplier: producers[2],
+        taxons: [vegetables],
+        distributor: distributors[0]
+      }
+    ]
+  end
+  # rubocop:enable Metrics/MethodLength, Metrics/AbcSize
+
+  def create_product(hash)
+    log "- #{hash[:name]}"
+    params = hash.merge(
+      supplier_id: hash[:supplier].id,
+      primary_taxon_id: hash[:taxons].first.id,
+      variant_unit: "weight",
+      variant_unit_scale: 1,
+      unit_value: 1,
+      on_demand: true
+    )
+    create_product_with_distribution(params, hash[:supplier])
+  end
+
+  def create_product_with_distribution(params, supplier)
+    product = Spree::Product.create_with(params).find_or_create_by_name!(params[:name])
+
+    distribution_params = {
+      distributor_id: params[:distributor].id,
+      enterprise_fee_id: supplier.enterprise_fees.first.id
+    }
+    ProductDistribution.create_with(distribution_params).find_or_create_by_product_id!(product.id)
+
+    product
+  end
+end
diff --git a/lib/tasks/sample_data/shipping_method_factory.rb b/lib/tasks/sample_data/shipping_method_factory.rb
new file mode 100644
index 0000000000..87e3747781
--- /dev/null
+++ b/lib/tasks/sample_data/shipping_method_factory.rb
@@ -0,0 +1,54 @@
+require "tasks/sample_data/addressing"
+require "tasks/sample_data/logging"
+
+class ShippingMethodFactory
+  include Logging
+  include Addressing
+
+  def create_samples(enterprises)
+    log "Creating shipping methods:"
+    distributors = enterprises.select(&:is_distributor)
+    distributors.each do |enterprise|
+      create_shipping_methods(enterprise)
+    end
+  end
+
+  private
+
+  def create_shipping_methods(enterprise)
+    return if enterprise.shipping_methods.present?
+    log "- #{enterprise.name}"
+    create_pickup(enterprise)
+    create_delivery(enterprise)
+  end
+
+  def create_pickup(enterprise)
+    create_shipping_method(
+      enterprise,
+      name: "Pickup",
+      description: "pick-up at your awesome hub gathering place",
+      require_ship_address: false,
+      calculator_type: "Calculator::Weight"
+    )
+  end
+
+  def create_delivery(enterprise)
+    delivery = create_shipping_method(
+      enterprise,
+      name: "Home delivery",
+      description: "yummy food delivered at your door",
+      require_ship_address: true,
+      calculator_type: "Spree::Calculator::FlatRate"
+    )
+    delivery.calculator.preferred_amount = 2
+    delivery.calculator.save!
+  end
+
+  def create_shipping_method(enterprise, params)
+    params[:distributor_ids] = [enterprise.id]
+    method = enterprise.shipping_methods.new(params)
+    method.zone = zone
+    method.save!
+    method
+  end
+end
diff --git a/lib/tasks/sample_data/taxon_factory.rb b/lib/tasks/sample_data/taxon_factory.rb
new file mode 100644
index 0000000000..912b426114
--- /dev/null
+++ b/lib/tasks/sample_data/taxon_factory.rb
@@ -0,0 +1,26 @@
+require "tasks/sample_data/logging"
+
+class TaxonFactory
+  include Logging
+
+  def create_samples
+    log "Creating taxonomies:"
+    taxonomy = Spree::Taxonomy.find_or_create_by_name!('Products')
+    taxons = ['Vegetables', 'Fruit', 'Oils', 'Preserves and Sauces', 'Dairy', 'Meat and Fish']
+    taxons.each do |taxon_name|
+      create_taxon(taxonomy, taxon_name)
+    end
+  end
+
+  private
+
+  def create_taxon(taxonomy, taxon_name)
+    return if Spree::Taxon.where(name: taxon_name).exists?
+    log "- #{taxon_name}"
+    Spree::Taxon.create!(
+      name: taxon_name,
+      parent_id: taxonomy.root.id,
+      taxonomy_id: taxonomy.id
+    )
+  end
+end
diff --git a/lib/tasks/sample_data/user_factory.rb b/lib/tasks/sample_data/user_factory.rb
new file mode 100644
index 0000000000..36aae48b37
--- /dev/null
+++ b/lib/tasks/sample_data/user_factory.rb
@@ -0,0 +1,40 @@
+require "tasks/sample_data/logging"
+
+class UserFactory
+  include Logging
+
+  def create_samples
+    log "Creating users:"
+    usernames.map { |name|
+      create_user(name)
+    }.to_h
+  end
+
+  private
+
+  def usernames
+    [
+      "Manel Super Admin",
+      "Penny Profile",
+      "Fred Farmer",
+      "Freddy Shop Farmer",
+      "Fredo Hub Farmer",
+      "Mary Retailer",
+      "Maryse Private",
+      "Jane Customer"
+    ]
+  end
+
+  def create_user(name)
+    email = "#{name.downcase.tr(' ', '.')}@example.org"
+    password = Spree::User.friendly_token
+    log "- #{email}"
+    user = Spree::User.create_with(
+      password: password,
+      password_confirmation: password,
+      confirmation_sent_at: Time.zone.now,
+      confirmed_at: Time.zone.now
+    ).find_or_create_by_email!(email)
+    [name, user]
+  end
+end
diff --git a/script/setup b/script/setup
index 53332df685..08fc3fb677 100755
--- a/script/setup
+++ b/script/setup
@@ -52,7 +52,7 @@ printf '\n\n' | bundle exec rake db:setup db:test:prepare
 printf '\n'
 
 # Load some default data for your environment
-bundle exec rake ofn:dev:load_sample_data
+bundle exec rake ofn:sample_data
 printf '\n'
 
 printf "${YELLOW}WELCOME TO OPEN FOOD NETWORK!\n"