Fresh Direct has become an official partner of Love British Food, the organisation that supports and promotes the use of food grown and sourced in the UK.
The Sysco-owned fresh wholesaler has been working with British growers and customers to increase the amount of British food that it sells as part of its commitment to focus on providing the freshest, in-season British fruit & vegetables.
Boosting the use of British produce is a key goal for Fresh Direct, which launched a Best of British campaign earlier this year.
The campaign featured supply partners, informative materials and local product showcases on its social media and website.
The partnership kicks off ahead of British Food Fortnight, 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 domestic produce.
“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,” said Paul Nieduszynski, CEO at Sysco GB.
“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 & 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 and 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 & vegetable producers at a time when so many are united in acknowledging we need to produce more fruit & 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.”
The British Food Fortnight event will take place from 20 September to 6 October.
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