Exhibiting at International Food & Drink Event (IFE) 2025

Fresh4u Produce Ltd is a leading UK-based importer, distributor, and wholesaler of fresh fruits, vegetables, herbs, and specialty produce. Headquartered in Southall, Greater London, Fresh4u has established itself as a trusted supplier to ethnic and mainstream retail, hospitality, and foodservice sectors, known for its broad product diversity, premium quality, and agile logistics network.

Brief History

Founded in 2012 by Fakhruddin Paisawala and Hatim Aliasgar Raja, Fresh4u was built with a vision to bring global freshness to the UK market with a focus on hard-to-source ethnic produce. From humble beginnings as a niche supplier of Asian vegetables and tropical fruits, the company has expanded into a full-fledged wholesale operation serving supermarkets, independent retailers, and restaurants nationwide.

Core Business

Fresh4u operates a vertically integrated distribution model that encompasses:

• Direct import of produce from Asia, Africa, Europe, and Latin America
• Wholesale and B2B fresh produce distribution
• Cold chain warehousing and logistics
• Sourcing, packaging, and private-label support

The company specializes in both mainstream and exotic product lines, delivering to clients across the UK with precision, quality assurance, and customer service at the core.

Product and Service Offerings

Fruits

• Tropical and Seasonal Fruits: Lychees, Mangoes, Guavas, Passionfruit
• Mainstream Fruits: Apples, Bananas, Grapes, Citrus

Vegetables

• Ethnic Vegetables: Okra, Indian Aubergine, Tindora, Methi
• Salad and Baby Vegetables: Cherry Tomatoes, Baby Spinach, Baby Corn
• Alliums and Roots: Garlic, Ginger, Turmeric

Herbs

• Asian Herbs: Coriander, Curry Leaves, Lemongrass
• Micro Herbs and Garnishes: Basil, Micro Cress, Edible Flowers
• Thai Herbs: Thai Basil, Kaffir Lime Leaves, Galangal

Specialty Produce

• Afro-Caribbean: Plantains, Yams, Scotch Bonnet
• Latin American: Jalapeños, Cassava, Chayote
• South and Southeast Asian: Drumsticks, Banana Leaves, Betel Leaves

Specialisation and Core USP

Fresh4u’s core strength lies in its ability to provide ethnically diverse and specialty produce year-round, sourced from trusted global partners and delivered with full cold chain integrity.

Key differentiators include:

• Live inventory dashboard for real-time product updates
• Direct sourcing relationships with growers and exporters in India, Kenya, Dominican Republic, Thailand, and more
• Same-day/next-day delivery network across Greater London and the Midlands
• Tailored packaging and private-label support for retailers

Financials

As a privately owned business, Fresh4u does not publicly disclose full financials. However, available industry data and trade estimates indicate:

• Estimated annual turnover of £15–20 million (2023)
• Double-digit growth sustained over 7 consecutive years
• More than 10,000 deliveries fulfilled monthly
• Distribution network spans over 600 active B2B clients across retail and foodservice

Shipment and Export Data

• Fresh4u imports produce weekly from over 20 countries
• Operates out of a central cold-storage facility in Southall
• Partners with customs clearance and freight forwarding agents at Heathrow and Felixstowe
• Participated in Seasonal Import Consortia for mango and lychee peak seasons

Target Market

Fresh4u serves a diverse client base:

• Independent ethnic retailers
• Cash & carry operators and wholesalers
• Supermarket chains and convenience groups
• Ethnic and fine dining restaurants
• Caterers, airlines, and foodservice aggregators

Capabilities

• Multi-temp warehousing and ripening chambers
• Barcode and QR-coded traceability systems
• Retailer-ready packing formats (traypacks, flow wraps, clamshells)
• EDI ordering system and real-time product availability tracking
• Same-day order fulfillment within M25

Certifications and Compliance

• Fully compliant with UK Food Standards Agency (FSA) and DEFRA import guidelines
• GlobalG.A.P. certified supplier network
• Adheres to HACCP protocols and cold chain verification
• Organic produce certification (selected SKUs) via Soil Association

Customer Testimonials

“Fresh4u is the only supplier that meets our quality expectations for tropical fruits like lychees and mangoes. Their consistency is unmatched.”
— Procurement Manager, Ethnic Supermarket Chain

“The diversity of produce and service reliability has made Fresh4u a key part of our supply chain.”
— Executive Chef, Michelin-Starred Indian Restaurant, London

Major Achievements

• Achieved 40% YoY growth in 2022–2023 during post-Brexit transition
• Secured exclusive supply contracts with two major ethnic retail chains
• Launched Fresh4u Select, a premium line of pre-packed tropical fruits
• Introduced live inventory system for customer ordering in 2023
• Featured in Fresh Produce Journal UK’s Top 100 Produce Innovators (2023)

Fresh4u Produce Ltd continues to bridge the gap between global growers and UK consumers through reliability, innovation, and an unwavering commitment to fresh, quality produce with a global footprint and local focus.