British provenance has become a defining pillar of Fresh Direct’s sourcing strategy. The business now works with more than 100 growers nationwide and has achieved a major industry milestone by sourcing all contracted British produce from LEAF Marque accredited farms, ensuring independently verified standards in soil health, biodiversity, water stewardship and energy management. 

This commitment has led to strong customer demand for British produce, with categories such as British asparagus, purple sprouting broccoli, Isle of Wight tomatoes and Chef’s Choice potatoes showing particularly strong sales. 

This summer, Fresh Direct will celebrate British growers, seasonal eating and the role of sustainable farming in securing the future of food. Activity will spotlight five new British lines that have been added to the range, giving chefs more choice across peak season crops and innovative products.

Andy Pembroke, managing director of Fresh Direct, said: “Championing British produce is central to who we are. Our growers deliver outstanding quality, and our customers want British ingredients when they’re in season and at their best. Renewing our support for Love British Food and British Food Fortnight is a natural extension of our commitment to sourcing sustainable products with provenance and championing the future of British farming.”