Leading foodservice supplier reflects on growth from small Oxfordshire greengrocer to supplying thousands across foodservice
One of the nation’s leading providers of foodservice fresh produce has celebrated its sixtieth year of supplying Britain’s chefs.
Founded in 1966, Fresh Direct has grown from a small Oxfordshire greengrocer into a national business and one of the country’s most influential fresh food specialists, supporting thousands of chefs across restaurants, hotels, pubs, education, healthier and leisure.
All contracted British produce is sourced from LEAF Marque-accredited farms, which are assessed against environmental farming standards such as soil health, biodiversity and water management. This commitment has reinforced the company’s commitment to responsible farming and long-term supply resilience.
With suppliers from across the globe, the Fresh Direct network has ensured the company can provide year-round supply.
The anniversary also comes as last month the supplier renewed its partnership with Love British Food and expanded its British produce range to encourage chef to use more UK-grown ingredients.
The company is marking the anniversary with a number of activities, including a new celebratory video that showcases the company’s heritage. The film charts Fresh Direct’s journey from local roots to national scale and centres the colleagues who have shaped the company’s culture and success.
Andy Pembroke, managing director of Fresh Direct, said: “Reaching 60 years is an incredible achievement and a moment of real pride for everyone connected to Fresh Direct. Our story has always been about people, our growers, our colleagues, and the customers we serve.
“As we celebrate this milestone, we remain focused on what has always mattered most, delivering outstanding fresh food, building strong partnerships, and supporting the hospitality sector through every challenge and opportunity ahead,” he added.
The company, which is backed by wholesaler Sysco, said it will continue to invest in ensuring market-leading availability, great quality products, innovation, sustainability and customer experience.
