Fresh Direct, one of the nation’s leading providers of foodservice fresh produce, is marking a major milestone as it celebrates sixty years of supplying Britain’s chefs, a landmark that underscores the company’s evolution from a small Oxfordshire greengrocer into one of the country’s most influential fresh food specialists.
Founded in 1966, Fresh Direct has grown into a national business with a reputation for quality and consistency. The company has expanded its British grower network, invested in the fast-growing fresh prep sector and strengthened its sustainability credentials. In a first for foodservice, all contracted British growers now hold full LEAF Marque certification, a benchmark that reinforces its commitment to responsible farming and long-term supply resilience. Today, Fresh Direct supports thousands of chefs across restaurants, hotels, pubs, education, healthcare and leisure building on a six-decade track record of trusted sourcing, culinary expertise and industry-leading service across the hospitality sector.
The anniversary is being marked with a number of activities, including a new celebratory video that showcases the company’s heritage, the colleagues who have shaped its culture and the growers who have been central to its success. The film charts Fresh Direct’s journey from local roots to national scale and highlights the passion for fresh food that continues to drive its teams.
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.”
Looking ahead, with the backing of Sysco, Fresh Direct is continuing to invest in ensuring market-leading availability, great quality products, innovation, sustainability and customer experience. The company says these priorities will ensure it remains a trusted fresh food partner for the next generation of chefs and operators.
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