Fresh produce delivery service opens door to expansion as it joins meal kit company at Redditch distribution centre
Two of the UK’s leading home delivery operators are to begin working under one roof in the West Midlands, at a site operated by supply chain specialist Oakland International.
In a statement, the company confirmed that fruit and veg subscription service Oddbox will work alongside meal kit company Mindful Chef at its Redditch site, a move it said brings three purpose‑led food businesses together to “scale sustainably, reduce food waste and simplify how customers shop for food”.
The suppliers will share infrastructure, expertise and low‑carbon operations to create a more flexible and scalable packing solution as demand continues to grow, it added.
And for Oddbox, as for Mindful Chef, it means greater flexibility and access to Oakland’s storage, distribution, contract packing, consolidation, and direct‑to‑consumer delivery services.
Oddbox CEO and co-founder Emilie Vanpoperinghe said the move was a direct response to her company’s need for greater operational flexibility and long‑term growth, without compromising commitments on sustainability.
“We’d been thinking for a while about how to build more flexibility into our packing operation, something that could scale with us as we grow,” she commented.
“When we looked at who could make that happen, Mindful Chef and Oakland International kept coming up. Beyond the operational fit, what really clinched it was how closely aligned we are on the things that matter: reducing waste, sourcing responsibly and building a food system that actually makes sense.”
Growing demand
The partnership should also enable Oddbox to continue its recent expansion and offer a wider range of products beyond fresh fruit and vegetables, as it responds to apparently growing customer demand for a “more complete and convenient” weekly shop.
Vanpoperinghe added: “People don’t just cook with fruit and veg, they cook with fruit and veg alongside a whole range of other ingredients.
“Oddbox has long been where people come for their produce, but customers kept telling us they wanted more. This partnership allows us to meet that need properly, delivering a single box that covers what people genuinely need for the week, with fewer deliveries and less faff.”
Currently, Oddbox can deliver to around 70 per cent of the UK population, but at Oakland International alongside Mindful Chef it expects to be able to expand into new areas.
Oakland’s sustainability officer Elinor Smith said the new partnership reflected a commitment, shared with Mindful Chef, to using business as a force for good.
“We’re delighted to have Oddbox join us on site with Mindful Chef, strengthening a collaborative relationship between three like‑minded businesses,” she said.
“As all three are certified B Corporations, this reflects a strong alignment around sustainability, responsible growth and delivering positive social and environmental impact.”
Green goals
The Redditch facility is reportedly powered by 100 per cent renewable electricity, including energy from an on‑site solar array, something that will help Oddbox and Mindful Chef reduce their carbon footprints and progress towards net zero ambitions.
“This creates a real opportunity to build a smarter, more efficient supply chain,” said Mindful Chef’s chief operating officer Matthew Maxwell, who added the group was pleased to support Oddbox’s continued growth and looked forward to the positive impact their partnership would make to the food system.
“By working together under one roof, we’re able to scale more effectively, reduce operational waste and deliver greater convenience for customers.”
Vanpoperinghe said the partnership stood out for its depth of alignment across all three organisations.
“Partnerships like this don’t always work as well in practice as they do on paper, but this one has felt different from the start,” she concluded. “There’s a genuine shared understanding of what good looks like, how you treat suppliers, how seriously you take waste, and how much you care about the customer experience.”
