Western International-based wholesaler is supplying prepped corn on the cob from India into the UK as it eyes expansion into retail supply
Wholesale firm Fresh4U has launched a new ready-to-eat sweetcorn cob as part of its expansion into prepped produce.
The corn, which is prepped and packed at source in India under the company’s own brand Michael’s, is airfreighted into the UK and distributed via Fresh4U’s facility in Evesham.
“We have always specialised in fresh, but now we are seeing some demand for prepped,” said CEO Fakhruddin Paisawala, who added that the Indian supply has helped fill a gap as Europe has been struggling with corn quality.
The company, which was exhibiting at last week’s Fruit Logistica, is looking at other opportunities to expand its prepped range, including beetroot.
It is also exploring opportunities to supply into the UK retail sector, with a new launch of tropical fruit pitayer into Waitrose, via Primafruit, due to go live in the coming weeks.
“We specialise in tropicals from Latin America and Asia with shippings almost every day,” said Paisawala, who noted a shortage in some lines, such as dragonfruit, as additional checks at the border have disrupted supply.
Fresh4U’s primary markets via its wholesale operation include restaurants, high street independent retailers and other wholesalers.
The company also exports across the world, and sees particular opportunities in emerging markets in Asia.
