Fresho Inks Second UK Wholesale Tech Deal With Freshmetrics Acquisition
- Jun 25
- 2 min read
Global order management platform Fresho has strengthened further its position in the UK fresh produce and food wholesale sector with the acquisition of Birmingham-based software provider Freshmetrics for an undisclosed sum.
The deal marks Fresho’s second acquisition in the space of a month, following the completion of its purchase of Nation Wilcox in early June.
Birmingham-based Freshmetrics specialises in enterprise resource planning (ERP) and order management software for fresh produce and foodservice distributors.
The company serves customers across key wholesale markets including Birmingham, London, Glasgow, and Liverpool, serving clients such as fresh produce wholesaler Smith & Brock.
The latest acquisition takes Fresho’s UK customer base to more than 500 businesses, representing over £2.5 billion in annual gross merchandise value (GMV).
The move forms part of Fresho’s strategy to accelerate digital transformation across the fresh food supply chain, while bringing greater consolidation to a fragmented technology market.
As part of the deal, Freshmetrics customers will gain access to Fresho’s AI-powered order capture solution, OrderPilot, which converts incoming customer orders into ready-to-pick sales orders.
Additional integration of payments and workflow management tools is expected over time.
Jamie Foale, general manager UK and Ireland at Fresho, said the buy-out will bolster Fresho’s position as the “leading technology platform” for food wholesalers in the UK, and brings together “complementary operational expertise” with a modern, AI-driven platform.
“Together we can serve wholesalers of all sizes across the market – and keep investing in the tools that will help them improve how they run their businesses,” Foale explained.
Freshmetrics provides tools to help food distributors manage inventory, reduce waste, optimise route planning, and improve warehouse and distribution efficiency.
Fresho said these capabilities complement its existing order-to-payment platform, and will enhance the technology offering available to wholesale customers.
Freshmetrics founder Gordon Wilcox described the deal as “an exciting moment”.
“This is the right home for our business and our team,” he commented. “Together we can go further and faster than we could independently, and our customers will have access to a platform and a roadmap that will make a real difference to how they operate.”
Following the acquisition, Freshmetrics will continue to operate as a standalone business, with no immediate changes to customer contracts, client support services, or day-to-day operations.
Founders and directors Gordon Wilcox and Jon Shakespeare will stay on with the business.
Fresho was founded in Melbourne in 2015 by Huw Birrell and James Andronis, and now supports distributors across Australia, New Zealand, Singapore, the UK, Ireland, and the United States.
Since entering the UK market in 2020, the company has grown to serve more than 250 customers nationwide.
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