Fresh Direct becomes official partner of Love British Food

Fresh Direct – part of Sysco – has become an official partner of ‘Love British Food’, the organisation that supports and promotes the use of British food.

Driving the use of British produce is a key strategic goal for Fresh Direct, and it has been working with British growers and customers to increase the amount of British food that it sells.

The link with Love British Food is a natural extension of Fresh Direct’s ‘Best of British’ campaign, which has seen the company widely promote its British supply partners through social media, advertising campaigns and a dedicated section on its website.

The partnership was launched ahead of British Food Fortnight, which takes place from 20 September to 6 October and will see Fresh Direct creating a PR and social media campaign as well as working with sister company, Brakes, to provide a range of offers and information on British produce. Brakes is also an official partner of Love British Food.

Paul Nieduszynski, CEO at Sysco GB, said: “Over the past few years, we have made a conscious decision to focus on increasing the amount of British food that we sell across all of Sysco’s British businesses.

“We know that customers want to put great British produce on their menus when it’s available and in season, whether that’s traditional fruit and vegetables or vertically-grown herbs, so we are working hard with more than 100 growers to provide a fantastic range of high quality, home-grown food for them.”

Alexia Robinson, founder & CEO of Love British Food, added: “We are delighted to welcome Fresh Direct into the Love British Food family. Their lead, alongside their sister company Brakes, in having a dedicated section on their British produce is something we applaud and are calling for across the industry. The work they are doing with their growers is a testament of support to British fruit and vegetable producers at a time when so many are united in acknowledging we need to produce more fruit and veg on home soils.

“Demand for British seasonal produce is increasing exponentially and I am sure all the work Fresh Direct is doing will translate into commercial success too.”