Fresho: Transforming the Fresh Food Supply Chain, One Order at a Time
Published: 2025-10-16 | Author: VisionariesNetwork Team
In an industry where time, freshness, and precision are everything, Fresho has become the digital backbone for seafood, meat, and fresh produce wholesalers. The easy-to-use platform is purpose-built for the unique challenges of the fresh food sector, helping suppliers manage everything from orders to payments—all in one place. Whether used as a standalone solution or integrated with finance, ERP, or logistics systems, Fresho has redefined how fresh food moves from supplier to chef.
Simplifying Complex Operations
Fresho’s platform allows wholesalers to manage ordering, picking, delivery, invoicing, and payments seamlessly. Every month, thousands of suppliers rely on it to handle billions of dollars in orders from tens of thousands of chefs, foodservice outlets, and hospitality venues. Designed with deep industry insight and constant customer feedback, Fresho’s tools are intuitive enough for use on the warehouse floor, in the back office, or on the go.
For restaurant owners and chefs, Fresho brings clarity and convenience. They can view live pricing, track orders, and manage invoices—all in a single interface. It eliminates the chaos of spreadsheets, phone calls, and paper trails, replacing them with transparency and control.
A Closed Marketplace That Builds Trust
Unlike open price comparison platforms, Fresho was built around relationships. It operates as a closed marketplace, meaning each customer sees only their specific pricing and product range. This structure ensures wholesalers retain control over their pricing strategy and customer relationships. It’s a model built on trust—something that mirrors the close-knit nature of the fresh food industry.
A Global Team with Local Passion
Headquartered in Melbourne and London, Fresho operates with a growing international footprint. Its dedicated teams support users across Australia, the UK, Ireland, the United States, and New Zealand. The company’s expansion has been guided by its mission to simplify fresh food supply and reduce waste globally.
Customers consistently highlight one thing: Fresho’s people. The company’s team of passionate industry experts ensures every transition—from manual ordering to online management—is smooth, supported, and ultimately game-changing for businesses of all sizes.
Founders with a Shared Vision
Fresho was founded in 2015 by Huw Birrell and James Andronis, two innovators with complementary expertise. Andronis, a seasoned leader in seafood distribution, brought 15 years of experience running one of Australia’s top wholesalers, Clamms Seafood. Birrell, with a background in technology entrepreneurship and international finance, saw how digital solutions could transform operations in industries long resistant to change.
Together, they identified a major opportunity: to tackle inefficiency and waste in the fresh food distribution chain. Their vision was clear—create a platform that makes life easier for wholesalers while making the industry more sustainable.
Driving Efficiency and Sustainability
Today, Fresho is a leading online platform in Australia and the UK, with growing markets in North America and Europe. It provides real-time insights that empower suppliers and venues to operate smarter. Automation of repetitive, error-prone tasks—like manual data entry, stock tracking, and invoicing—frees up valuable time. This allows staff to focus on meaningful work and owners to stay ahead in an “always-on” business.
The platform’s automation of ordering, invoicing, and payments also improves cash flow, reduces waste, and minimizes administrative workload. With accurate stock tracking, overpromising and overselling become things of the past.
The Old Way vs. The Fresho Way
Before Fresho, wholesalers relied heavily on phone calls, emails, and handwritten notes—an inefficient system that led to mistakes and wasted hours. Stock control was a guessing game, and chasing payments was an ongoing challenge.
The Fresho way flips that model:
In short, Fresho replaces chaos with clarity.
A Streamlined Start
Adopting Fresho is easier than many expect. The company’s dedicated launch team handles setup and provides hands-on training. It even helps suppliers onboard their customers, sending professional communications on their behalf. Once activated, online orders start flowing in—and manual calls and text messages quickly become a thing of the past.
Powered by Passion and Backed by Growth
Fresho’s innovation and impact haven’t gone unnoticed. The company has raised over $30 million in investment, funding its product development, global expansion, and entry into payment automation. Investors recognize what users already know—Fresho is more than a tool; it’s a catalyst for change in one of the world’s most vital industries.
Leading with Experience
At the helm is James Andronis, Co-Founder and Chief Executive Officer, whose two decades in the fresh food industry continue to shape Fresho’s vision. As the former CEO of Clamms Seafood, Andronis understands the pressures of the trade firsthand. His leadership ensures that every innovation remains grounded in real-world understanding of what wholesalers and chefs truly need.
The Future of Fresh Food, Powered by Fresho
From humble beginnings in Melbourne to an international presence across five countries, Fresho’s story is one of innovation driven by empathy and expertise. By bringing efficiency, transparency, and sustainability to the heart of fresh food supply, Fresho isn’t just modernizing the industry—it’s reshaping its future, one order at a time.
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