Fresh Direct, the UK’s leading provider of foodservice fresh produce, has reported a jump in British sales as more food businesses look to support home-grown food.
Over the past year, Fresh Direct has seen overall sales of British-sourced products leap by almost 10%, with some categories up by more than a quarter.
The company has reported that premiumisation is at the heart of the increase, with British berries, Isle of Wight tomatoes and Chef’s Choice potatoes seeing particularly strong sales.
Further supporting growth of British produce are new and innovative production methods such as the recently-launched Zesty Baby Salad from Grow Up Farms, which is grown on a vertical farm year-round in Kent.
Fresh Direct Managing Director, Andy Pembroke, said: “For the past three years, we have been running a campaign to encourage customers to increase the amount of British produce on the menu.
“As well as reflecting consumer demand, it supports British farmers and, best of all, capitalises on the fantastic seasonal quality of UK produce. We continue to provide more options to meet increasing customer demand by constantly adding new British produce lines.”
Fresh Direct has partnered with Love British Food in 2025, supporting the work that the organisation undertakes to promote British food to businesses and consumers across the country.
