Fresh Direct has beaten off competitors Reynolds Catering Supplies and Pauleys to win Re:fresh’s National Foodservice Supplier of the Year, as sponsored by JP Fresh.
The decision was a difficult one, which caused significant division within the judging panel. The judges said: “The finalists are all exceptional companies. However, Fresh Direct’s fantastic entry finally swung the balance in its favour. Our industry should be proud of the standard reached in the national foodservice sector.”
Fresh Direct has been built on the foundations of a passionate family firm and, even though it now employs more than 500 people across two main sites in Bicester, as well as outlets in London and Manchester, the same principles still drive the company.
A five-year strategy for the business was unveiled to employees in February, which will see a company restructure to facilitate growth and keep the national supplier at the top of its game.
The firm is determined to push the foodservice sector forward with a number of initiatives and innovations. Its most recent investments include the Fresh Direct Local initiative, to allow customers to procure regionally grown products, as well as the FreshGro venture, under which the firm is growing its own product with a syndicate of farmers, while Gourmet at Fresh Direct, which has moved up from London to the Bicester depot, has shown significant growth at the premium end of the business.
The formation of a £500,000-plus Fresh Direct Academy has helped to drive education in the fresh produce sector.
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