Fresh Direct strengthens commitment to British produce

Fresh Direct – part of Sysco – has reaffirmed its long-standing commitment to British growers with an expanded programme of activity supporting Love British Food and this year’s British Food Fortnight (17 September to 2 October).

The renewed partnership highlights Fresh Direct’s strategic focus on championing seasonal, home grown produce and helping chefs to put more British ingredients at the heart of their menus.

The wholesaler has also expanded its own Best of British campaign. This year’s activity will spotlight five new British lines that have been added to the range, giving chefs more choice of peak season crops and innovative, home-grown products. Fresh Direct’s expanded British range will be promoted through PR, digital content, customer resources and collaborative activity with sister company Brakes, also an Official Partner of Love British Food.

British provenance has become a defining pillar of Fresh Direct’s sourcing strategy. The business now works with more than 100 growers nationwide and has achieved a major industry milestone by sourcing all contracted British produce from LEAF Marque accredited farms, ensuring independently verified standards in soil health, biodiversity, water stewardship and energy management.

Fresh Direct’s commitment has led to strong customer demand for British produce, with categories such as British asparagus, purple sprouting broccoli, Isle of Wight tomatoes and Chef’s Choice potatoes showing particularly strong sales.

Andy Pembroke, managing director of Fresh Direct, said: “Championing British produce is central to who we are. Our growers deliver outstanding quality, and our customers want British ingredients when they’re in season and at their best. Renewing our support for Love British Food and British Food Fortnight is a natural extension of our commitment to sourcing sustainable products with provenance and championing the future of British farming.”