Fresh Direct, a prominent foodservice supplier, has reported a notable increase in sales of British produce, reflecting a wider surge in demand for home-grown food across the UK. The company attributes much of this growth to a trend of premiumisation, with more foodservice businesses eager to support local farmers and incorporate premium British ingredients into their offerings.

According to Fresh Direct, British sales have jumped significantly as the company expands its range of British produce lines, aligning with its ongoing 'Best of British' campaign. This initiative encourages foodservice customers to feature more local produce on their menus, supporting British growers and highlighting provenance. In 2024, Fresh Direct launched a summer seasonal range featuring around 50 new British lines, including heirloom tomatoes from the Isle of Wight, padron peppers, and British sweetcorn. This collection represents the highest volume of British produce sold by Fresh Direct to date, demonstrating a robust commitment to local sourcing.

The rise in British produce sales also coincides with increased consumer and industry interest in convenience and quality. Fresh Direct has seen a 10% growth in sales of prepared produce over the past year, driven largely by chefs contending with staffing shortages and seeking time-saving products. The supplier has introduced innovative value-added items such as foraged mushroom meat and Freshlock pre-cooked, pre-cut vegetables designed for minimal preparation. New products like shredded white, red, and Savoy cabbage, alongside vegetable mixes including roast veg mix and rainbow slaw, cater to kitchens demanding efficiency without sacrificing quality.

These developments in Fresh Direct’s business echo broader market trends. Waitrose has reported a dramatic surge in demand for British-grown produce, with sales of British strawberries, Jersey potatoes, and beef increasing by 151%, 89%, and 193% respectively over the previous year. Online searches on Waitrose.com for items such as early British asparagus and British strawberries have also spiked significantly. Industry observers attribute this heightened interest to the influence of popular farming shows like Clarkson’s Farm and Jimmy & Shivi’s Farmhouse Breakfast, which have inspired consumers to value and support local, seasonal produce.

Fresh Direct’s year-round commitment to expanding British product offerings includes more than 80 new fresh produce launches in the past year. Recent introductions include mixed heritage tomatoes from the Isle of Wight, vertically grown British Zesty Salad bags, round courgettes, and purple sweet potatoes. To help kitchens manage rising labour costs, the company has also introduced time-saving products like Cajun Spiced Sweet Potato Cubes and Honey and Rosemary Carrot and Parsnip Strips, providing convenience alongside seasonal appeal.

In sum, Fresh Direct’s reported rise in British produce sales is part of a wider market movement emphasizing premium, local, and convenience-driven foodservice offerings. The company's strategic focus on value-added, prepared produce and its support for British growers positions it well amid current consumer and industry trends favouring home-grown, high-quality fresh produce.