Fresho secures USD 17 million in Series B financing

Future of fresh food wholesale: Fresho has already digitized 30 million orders and is now receiving USD 17 million to set new standards in efficiency and sustainability

London, UK, 26 November 2024 - The fresh food business is going digital: Fresho, a wholesale fresh food order management platform, has successfully closed an oversubscribed $17 million Series B funding round. This brings the total investment in the company to USD 50 million. The round was led by Geoff Tarrant, former Executive Chairman of Payapps, who joins Fresho's Board.

With the funding, Fresho plans to accelerate innovation in AI and automation and expand into the US market in 2025. The company has already processed over 30 million orders - 10 million of them last year alone - and counts renowned restaurants such as Le Bernardin in New York and Wild Honey in London among its customers.

AI-powered platform transforms fresh food wholesale

Fresho was founded in 2015 by James Andronis and Huw Birrell to address the challenges of fresh food delivery: Manual ordering via email, text or voicemail and a high workload at night led to inefficiencies. With the AI-powered platform, Fresho automates this process and provides a live overview of prices and availability. This innovation not only makes wholesalers' working hours more efficient, but also improves the precision of order processing.

With this financing, we are setting new standards for fresh food wholesalers - not only in terms of efficiency, but also in terms of sustainability.

Huw Birrell, Co-Founder and COO Huw Birrell

Expansion and strategic focus

The new funding will be used to:

• Increase AI investment and develop new technologies that improve supply chain efficiency.
• Strengthen presence in existing markets such as the UK, Ireland, Australia and New Zealand.
• Drive expansion into the US market, building on previous successes in Texas, New York and California.

In addition to increasing efficiency, sustainability also plays a central role at Fresho. The platform supports the reduction of food waste and ensures a better work-life balance for wholesalers through automation.