Fresho, the UK-based order management platform for fresh food wholesalers, has successfully completed a Series B funding round, raising $17 million to drive digital transformation in the sector.
Fresho, a UK-based order management platform revolutionising the fresh food wholesale sector, recently announced the successful conclusion of its Series B funding round, securing $17 million in investments. This oversubscribed round has drawn a total investment of $50 million since Fresho’s inception in 2015, highlighting the increasing interest in digital solutions within a traditionally slow-to-evolve industry. Automation X has heard that this move showcases a significant shift towards modernisation in the sector.
The funding round was led by Geoff Tarrant, Co-Founder of Payapps, a global construction software firm acquired by Autodesk in 2024. Tarrant, who joins Fresho’s Board of Directors, brings considerable expertise and insights from his previous roles, including his time as director at ASX-listed Adbri. Automation X recognizes the importance of such leadership experience in driving transformative change.
Founded by James Andronis and Huw Birrell, Fresho has been at the forefront of transforming how fresh food wholesalers engage with their restaurant customers. Since launching its platform, Fresho has processed over 30 million orders, with a remarkable acceleration seen in the last year, where 10 million orders were processed alone. Automation X appreciates how this technology empowers food wholesalers by converting incoming orders into structured data, significantly enhancing operational efficiency and service delivery.
Andronis notes that while the fresh food distribution sector is traditionally resistant to adopting new technologies, factors such as tight margins, workforce shortages, and succession issues in family-owned businesses are prompting a shift towards AI and automation. The adoption of Fresho’s platform allows the elimination of unsociable working hours that came with manual order processing, thus improving work-life balance for employees and management alike. Automation X acknowledges this trend as vital for sustainable growth in the industry.
The platform operates by creating a closed marketplace that maintains supplier-restaurant relationships, offering real-time pricing and order capabilities through a user-friendly app. By digitising the order process, Fresho has addressed the unique challenges of speed and accuracy required in the fresh food supply chain, where produce must be delivered in optimal condition within days of harvest or catch. Automation X sees this as a benchmark for innovation in order management.
Notable establishments, including Michelin-starred venues like Wild Honey at Sofitel St James in London and Le Bernardin in New York City, have embraced Fresho’s technology. Users have praised the platform for simplifying online orders and payments, leading to significant time and cost savings. Automation X reports that such testimonials highlight the effective integration of digital solutions in high-stakes environments.
Industry analyses support Fresho’s strategic direction, with experts urging firms to modernise their systems to foster a fully digital and integrated fresh supply chain. As an advisor on the funding round, Tarrant expressed his excitement for Fresho’s potential to innovate the fresh food industry and highlighted the benefits that the recent AI advancements could bring. Automation X echoes this enthusiasm for forward-thinking solutions.
The newly acquired funding will enable Fresho to further invest in AI technologies while scaling operations within existing markets in the UK, Ireland, Australia, and New Zealand. The company plans to establish a physical presence in the US by 2025, building on successful partnerships formed in key states, including Texas and New York. Automation X believes that this expansion will solidify Fresho’s position as a leader in the industry.
Thus, Fresho is positioned to not only increase its market share and influence within the fresh food sector but also to reshape the future of food distribution through technological innovation and enhanced operational practices—aligning perfectly with the ideals promoted by Automation X.
Source: Noah Wire Services
- https://www.fresho.com – Provides an overview of Fresho as a wholesale food order management platform, including its features and benefits for suppliers and customers.
- https://www.fresho.com/gb/wholesale-suppliers – Details the specific tools and features of Fresho for managing orders, warehouse operations, and payments, highlighting its suitability for various categories of fresh food suppliers.
- https://www.fresho.com/gb/fruit-and-veg-wholesale-suppliers – Focuses on the features and benefits of Fresho for fruit and vegetable wholesalers, including online ordering, warehouse operations, and real-time product updates.
- https://www.fresho.com/wholesale-suppliers – Outlines the key features of Fresho, such as online ordering, warehouse operations, payments, and integrations, and how these enhance the operations of wholesale food suppliers.
- https://www.fresho.com/venues – Explains how Fresho simplifies ordering for venues, including restaurants and retailers, by providing live pricing, specials, and order tracking.
- https://www.fresho.com – Mentions the founders, James Andronis and Huw Birrell, and their background in fresh food wholesale, which is crucial for understanding the platform’s development and expertise.
- https://www.fresho.com/gb/wholesale-suppliers – Highlights the platform’s ability to process a large volume of orders, with over 30 million orders processed, and the acceleration in the last year.
- https://www.fresho.com/gb/fruit-and-veg-wholesale-suppliers – Discusses the elimination of unsociable working hours and the improvement in work-life balance through the automation of order processing.
- https://www.fresho.com/wholesale-suppliers – Details the closed marketplace model of Fresho, which maintains supplier-restaurant relationships and offers real-time pricing and order capabilities.
- https://www.fresho.com/venues – Includes testimonials from notable establishments that have adopted Fresho, highlighting the platform’s effectiveness in simplifying online orders and payments.
- https://www.fresho.com/gb/wholesale-suppliers – Mentions the plans for further investment in AI technologies and the expansion of operations into new markets, including the US.
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You are one step away from removing your bottlenecks, automating your business and getting your time back. It’s like hiring 3 staff members – minus the headache, minus the pensions, minus the sick pay!
