The Source

Fresh Direct has pledged to make 100% of its UK contracted growers LEAF Marque certified by the end of 2025, as foodservice leaders joined forces during British Food Fortnight to back a step-change in sourcing and menu transparency.

Speaking at The Great British Showcase event hosted at the company’s Bicester Food Village, managing director Andy Pembroke said: “As the UK’s largest foodservice greengrocer, we have a responsibility to lead the way in championing British produce. Supporting our growers, strengthening relationships and driving innovation is at the heart of what we do.”

The event brought together chefs, caterers and buyers from schools, universities and pub groups to share practical ways to increase British sourcing for menus. Leaders called for greater education, transparency and better storytelling to help consumers recognise the value of seasonal, home-grown food.

Cathy Amos, Head of customer marketing for Brakes and non-exec director for Love British Food said:

“This event summed up what Love British Food stands for. Collaboration across the whole supply chain. Everyone here shared the same passion for making British food at its best the healthy, sustainable choice. The conversations were honest, encouraging, and full of practical ideas about how we tell our stories better.”

The day featured a behind-the-scenes site tour, a ‘Best of British’ menu curated by Fresh Direct's head of food development, Ian Nottage, and a roundtable discussion exploring how the industry can work together to respect the seasons and boost British sourcing, improve transparency, and better engage consumers in where their food comes from.

Cathy added: “We discussed how people connect to stories, not statistics. When we share the faces and farmers behind our food, and tell their stories, we build pride and trust in British produce.”

Ian said: “If we want more British food on menus, we’ve got to start with education, giving chefs, catering teams and customers the understanding and knowledge to champion British produce every day, telling the quality, taste and sustainability stories in ways that resonate.” 

The event comes as foodservice and public sector organisations face growing demand from consumers and policy to source locally and reduce carbon footprints. However, it was clear this isn’t easy with price pressures and the need to balance provenance with practicality to protect growers and ensure supply chain transparency. 

Cathy added: “During British Food Fortnight, we’ve brought together those who have the power to influence change, to turn great produce from great farmers into great food on our plates. It’s about celebrating seasonal strengths, building trust, and inspiring pride in the food we grow and eat.”

As Love British Food marks more than two decades championing homegrown produce, The Great British Showcase demonstrated the power of unity, showing that when the industry works together, change can happen. Everyone attending has pledged to tell more stories about where food comes from to champion British food and farming across all the seasons.