Fresh produce supplier Fresh Direct has reported a growth in sales of British-sourced products by almost 10%, with some categories up by more than a quarter.
The business has reported that premiumisation is at the heart of the increase, with British berries, Isle of Wight tomatoes and Chef’s Choice potatoes seeing particularly strong sales.
Read more: Fresh Direct partners with GrowUp Farms
Fresh Direct Managing Director, Andy Pembroke, said: “For the past three years, we have been running a campaign to encourage customers to increase the amount of British produce on the menu.
“As well as reflecting consumer demand, it supports British farmers and, best of all, capitalises on the fantastic seasonal quality of UK produce. We continue to provide more options to meet increasing customer demand by constantly adding new British produce lines.”
