Fresh Direct, a leading provider of fresh produce to the foodservice industry, has announced its official partnership with Love British Food, an organisation committed to championing and promoting British food.
The partnership aligns seamlessly with Fresh Direct’s strategic focus on increasing the use of British-grown produce. Over recent years, Fresh Direct has worked closely with growers and customers to enhance the availability of British fruit and vegetables, offering produce that is fresh, in-season, and sourced from the UK.
The collaboration with Love British Food is seen as a natural extension of Fresh Direct’s existing ‘Best of British’ campaign. The company has been actively promoting its British suppliers through social media, advertising, and a dedicated section on its website. The aim is to highlight the quality of British-grown produce and the important role it plays in the foodservice sector.
The announcement comes in the lead-up to British Food Fortnight, which runs from 20 September to 6 October. Fresh Direct plans to launch a robust PR and social media campaign during this period. It will also collaborate with its sister company, Brakes, to offer special promotions and share information about British produce. Brakes, like Fresh Direct, is also an official partner of Love British Food.
Paul Nieduszynski, CEO of Sysco GB, the parent company of Fresh Direct and Brakes, explained the company’s commitment to supporting British food producers. “We have made a conscious effort to increase the amount of British food we sell across all of Sysco’s UK businesses. We know that customers value British produce when it’s available and in season, whether it’s traditional fruits and vegetables or more innovative items like vertically-grown herbs,” he said.
Nieduszynski added that Fresh Direct is collaborating with over 100 growers to ensure a wide range of high-quality, home-grown produce is available for its customers.
Alexia Robinson, founder and CEO of Love British Food, expressed her enthusiasm about the partnership. “We are delighted to welcome Fresh Direct to the Love British Food family. Their focus on British produce, alongside Brakes, is something we fully support and want to see echoed across the industry,” she said.
Robinson also praised the work Fresh Direct is doing to support British growers, particularly during a time when there is increasing recognition of the need to boost domestic production of fruits and vegetables. “The demand for British seasonal produce is growing rapidly, and I’m confident the efforts being made by Fresh Direct will not only benefit British producers but also lead to commercial success for the company,” she concluded.
This partnership marks a significant step forward in promoting British food and supporting local growers, as more businesses and consumers recognise the value of sourcing fresh, seasonal, and sustainable produce from within the UK.
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