You know us today as ‘Fresh Direct’ but we were in fact ‘FreshGro' until the early 90s, so it seemed fitting to borrow the name again as we go underground and literally go back to our roots with our syndicate of farmers growing exclusively for us as FreshGro.

FreshGro is another example of us putting our money where our mouth is, removing the risk to smaller, regionally operating farmers and growers and giving British farming the boost it’s crying out for. We can’t do it alone of course but the saying ‘every little helps’ suddenly sounds familiar to our individual endeavours!

The products grown by our check-shirted, mud-splattered team aim to be that little bit different – you won’t find those varieties found lining supermarket shelves on our list because when you leave home for a bite to eat you want to be entertained and engaged in what you’re eating – with a splash of theatre for good measure.

Asparagus, potatoes, herbs and tomatoes are already being tackled, with other lines following hot on their heels!   
 
FreshGro is also an anecdote for our whole outlook – who wants to deal with a supplier who’s merely concerned by the pallet of asparagus sitting in the warehouse?  For us, that asparagus starts as a seed in a field, morphs into a fern, is carefully cut back in its first year, ready for a small harvest in its second and is good to go in its third!  We make it our business to be experts in fresh produce and that means supporting the whole supply chain – from grower to customer.