Fresh, Local, Trusted: How UK Food Businesses Are Raising the Bar

Deliveroo has introduced its “Freshness Promise” across the UK and Northern Ireland, designed to improve customer confidence in its grocery delivery service.

Image source: Deliveroo

Under the initiative, customers can claim a refund or credit if perishable items are delivered past their expiry date, set to expire on the day of delivery or the following day, or if they fail to meet acceptable freshness standards.

Previously, complaints about freshness were processed under broader categories such as “faulty items.” The new policy creates a clear channel for reporting such issues, reinforcing Deliveroo’s commitment to quality and customer satisfaction.

The launch campaign features British actor Danny Dyer, aiming to raise awareness of the new guarantee.

Fresh Direct Reports Growth in British-Sourced Produce

Fresh Direct has recorded an almost 10% year-on-year increase in sales of British-sourced produce. Strong performers include berries, Isle of Wight tomatoes and Chef’s Choice potatoes. The growth reflects a wider “premiumisation” trend, with customers prioritising quality, provenance and locally sourced products.

The supplier has also expanded its product range to include vertically farmed lines such as “Zesty Baby Salad” from Kent-based Grow Up Farms, alongside more than 50 new British products, including heirloom tomatoes and prepared vegetable mixes. These additions aim to meet rising demand for convenience without compromising on quality or sourcing integrity.

Industry Outlook

The developments at Deliveroo and Fresh Direct highlight a shift in the UK food sector towards freshness, provenance and transparency.

Delivery platforms are placing greater responsibility on themselves for product quality, while suppliers are capitalising on consumer interest in premium, locally produced goods. Businesses that align with these evolving expectations are likely to strengthen their market position in the years ahead.