Fresh Direct appoints managing director

Andy Pembroke has been appointed managing director of Fresh Direct after previously working as sales director at the fresh produce wholesaler.

In his previous role he helped bring parent company Sysco’s fresh businesses together, with Wild Harvest, M&J Seafood and Fresh Direct now allowing customers to consolidate their deliveries.

Peter Jackson, chief executive of Sysco in Great Britain, said: “Our fresh business is one of the key pillars to Sysco’s future growth and success in this country and having Andy at the helm of Fresh Direct is the perfect fit to lead the company in the next stage of its development.  Fresh produce, meat and fish are integral to our customers’ menus and Andy has a very clear vision for how we can add value to that process.  Throughout the recruitment process we have been impressed by Andy’s strategy for developing the business, which will ensure that the customer is at the very heart of our thinking from farm through to the kitchen.”

Read more: Sysco appoints global foodservice president

Pembroke added: “Sysco’s fresh businesses have adapted brilliantly through the pandemic and are now leading the way through the new challenges that the foodservice sector is facing. Whether it’s staff shortages, menu simplification or cost control, we’ve been identifying the products and services that make a real difference to customers while delivering excellent levels of service.

“Fresh Direct is made up of passionate and knowledgeable individuals who are central to our plans to continue innovating our fresh offering to our customers. Moving forward, we will look to continue that journey, focusing on the customer at every stage in the supply chain, working with selected partnership suppliers who support us to deliver quality, fresh products from Britain and beyond.  And leveraging the scale of Sysco GB infrastructure to offer our customers a unique fresh proposition.”

Pembroke has been working with previous managing director Andy Farnworth on the transition plan.  Peter Jackson said: “Andy Farnworth has made a fantastic contribution to the Fresh Direct business over a number of years and we are particularly grateful for this support and leadership over the past few months.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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