Fresh Direct Celebrates 60 Years of Serving Britain’s Chefs

Fresh Direct is celebrating 60 years in the fresh produce industry, marking its transformation from a small Oxfordshire greengrocer into a major national supplier to Britain’s foodservice sector.

Founded in 1966, the business now supplies thousands of chefs working across restaurants, hotels, pubs, education, healthcare and leisure. Its growth has been underpinned by six decades of fresh produce sourcing, culinary expertise and service to the hospitality industry.

Over the years, Fresh Direct has expanded its network of British growers, invested in the rapidly developing fresh prepared produce sector and strengthened its approach to sustainability.

The company says that all its contracted British growers now hold full LEAF Marque certification — a first for the foodservice sector. The independently recognised standard reflects Fresh Direct’s focus on responsible farming practices and building greater resilience across its long-term supply chain.

To commemorate the anniversary, the company is launching a series of celebratory activities, including a new film exploring its heritage and development.

The video charts Fresh Direct’s journey from its local Oxfordshire beginnings to becoming a national operation. It also celebrates the colleagues who have helped shape the company’s culture and the growers who have played a central role in its 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. Their passion, creativity and resilience have shaped who we are today. 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.”

With the backing of Sysco, Fresh Direct is continuing to invest in product availability, quality, innovation, sustainability and the customer experience.

The company believes these priorities will help it remain a trusted fresh food partner for the next generation of chefs and hospitality operators as it begins its seventh decade.