Fresh Direct becomes official partner of Love British Food
The provider of fresh produce has been working with British growers and customers to increase the amount of British food that it sells. The link with Love British Food is a natural extension of its Best of British campaign.
Paul Nieduszynski, chief executive at Sysco GB, said: “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.
“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 and 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.”
The partnership launches during British Food Fortnight, which takes place from 20 September to 6 October. Fresh Direct will create a PR and social media campaign as well as working with sister company Brakes to provide a range of offers and information on British produce.
Alexia Robinson, founder and chief executive 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 and vegetable producers at a time when so many are united in acknowledging we need to produce more fruit and 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.”