The Source

Here at Fresh Direct, the UK’s leading wholesale fresh produce supplier, we fully understand our responsibility to set a precedent for others to follow when it comes to sustainability. Our vision is very clear – we will continue to lead the industry by championing UK farmers, embracing regenerative practices, and driving meaningful change across the sector – and we have a number of initiatives under way to deliver this vision.

Irrespective of sector, the public care more than ever about where their food comes from and the standards in place to demonstrate sustainable sourcing. And as part of our efforts to meet customer needs, we recently announced a commitment to ensure all contracted UK fresh produce growers are LEAF Marque certified by the end of 2025.

This move strengthens our environmental standards, with a focus on supporting growers to implement more sustainable farming practices. These include energy efficiency and carbon reduction, responsible soil and water management, minimising waste, and enhancing local biodiversity.

Our Managing Director Andy Pembroke, said:

“As a business, we are not only committed to reducing our impact on the environment, but also to ensuring we make a positive contribution to a more sustainable future for farming. And we want to work with growers who share that vision.

Making this pledge for all our contracted UK fresh produce to be LEAF Marque certified represents a real step forward for our sector and we are grateful for the support of our growers who have really stepped up to the challenge. It’s also fantastic news for our customers who can see our demonstrable commitment to a sustainable future.”

As we work towards full LEAF certification by the end of 2025, the initiative aligns with broader efforts to accelerate the transition to more resilient, transparent, and environmentally conscious food systems.

Clare Mike, Director of Technical & Business Development at LEAF (Linking Environment and Farming), added:

“Fresh Direct’s pledge is a significant milestone in the journey towards more sustainable and resilient farming systems. This commitment not only supports the adoption of Integrated Farm Management practices but also demonstrates a proactive approach to climate change, biodiversity, and soil and water health.

We’re proud to collaborate with forward-thinking partners like Fresh Direct, whose leadership sets a powerful example for the entire foodservice sector.”

She added: “This exemplifies the kind of collaborative action needed across the agri-food sector to drive meaningful change. By aligning its supply chain with LEAF Marque standards, Fresh Direct is not only enhancing the sustainability of their operations but also setting a precedent for others to follow. It is through such leadership and commitment that we can build a more resilient food system for the future.”

It's a cliché – but as an organisation it’s true that we are on a journey to deliver a better future. I have confidence my expert colleagues and the network of committed British growers we work with will take us to a destination we can all be proud of.

Contributor Bio

Lee O’Mahoney is Brand Marketing Manager at Fresh Direct. Along with the rest of the Marketing team his focus is on championing the brand, communicating the market leading initiatives the organisation delivers, and putting a voice behind dedicated partner growers and their glorious produce.