Fresh food wholesalers operate under intense pressure, managing a flood of orders that come through varied channels like emails, texts, and voicemails. These orders must be processed overnight to ensure timely next-day deliveries.
Recognising this chaotic system, Fresho—a company founded in 2015 by seafood wholesaler James Andronis and tech entrepreneur Huw Birrell—has developed a platform aimed at digitising and streamlining these processes. The solution leverages artificial intelligence (AI) to simplify and optimise the way fresh food moves from supplier to restaurant kitchens.
On November 26, 2024, Fresho announced the close of its $17 million Series B funding round, bringing its total capital raised to $50 million. The round was led by Geoff Tarrant, co-founder of Payapps, with participation from other investors. In 2022, the UK-Australian startup also secured £8 million in Series A funding.
The latest funding will enable Fresho to further enhance its AI capabilities and expand into new markets, particularly in the United States. Fresho has already processed over 30 million orders since its inception, with 10 million orders completed in just the past year.
How Fresho’s platform works
Fresho’s technology addresses the unique challenges of the fresh food industry, where tight timelines, fluctuating prices, and high-quality demands dominate. The platform uses AI to process orders received through multiple channels, converting them into structured data in real time.
It also provides a marketplace-like experience for restaurants, offering live pricing and product availability. Suppliers benefit from automated dashboards that reduce manual data entry, improve accuracy, and eliminate unsociable working hours, while restaurants gain tools for better food cost management.
The platform has gained traction among high-profile clients, including Michelin-starred restaurants such as Wild Honey in London and Le Bernardin in New York City. Fresho’s solution has been particularly impactful for suppliers like Adams Fruit & Veg Wholesale in the UK, which reported significant time and cost savings thanks to the system. These endorsements highlight the platform’s practical benefits and its ability to foster stronger supplier-restaurant relationships.
Why the fresh food industry needs innovation
The global home delivery and fresh food industry is ripe for technological disruption, with rising demand for faster, more accurate order processing. According to a report by Deloitte, upgrading legacy systems in the supply chain is critical for achieving efficiency and scalability.
Fresho’s platform aligns with this vision, offering solutions that address inefficiencies while contributing to sustainability by reducing food waste through better inventory management.
The Series B funding will be instrumental in expanding Fresho’s presence across markets in the UK, Australia, New Zealand, and Ireland, as well as establishing a physical presence in the U.S. The company’s AI-driven tools will also receive significant investment to further enhance their capabilities.
“By investing in AI and emerging technologies, we’re not just enhancing operational efficiency; we’re enabling our customers to stay ahead in a rapidly evolving market,” said Huw Birrell, Fresho’s COO.
What are the challenges and industry implications
While Fresho has made significant strides, the adoption of such platforms across the fresh food industry faces barriers, including resistance to change and the need for tech-savvy personnel in traditionally manual operations. However, as margin pressures and skills shortages increase, industry experts suggest that platforms like Fresho may soon become indispensable.
What do we think about the startup
Fresho represents a significant shift in the fresh food wholesale sector, addressing long-standing inefficiencies with cutting-edge technology. By simplifying operations and reducing food waste, the platform not only benefits businesses but also contributes to sustainability.
As Fresho expands its footprint and enhances its AI-driven tools, its impact on the global food supply chain could be transformative, setting new standards for efficiency and innovation in the industry.
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