Fresho: A New Era in Fresh Food Distribution
The fresh food industry faces countless challenges, from inefficient manual processes to excessive food waste. That’s where Fresho, an innovative Melbourne-based startup, steps in to drive transformation. Leveraging cutting-edge technology, Fresho has revolutionised fresh food wholesale and distribution, offering superior efficiency, sustainability, and profitability. Founded in 2015 by James Andronis and Huw Birrell, Fresho epitomises innovation with its use of artificial intelligence (AI) in streamlining fresh food operations.
Recognised as one of the top Australian startups of 2025 by The Australian, Fresho is not just changing the way fresh food is distributed but is also making a global impact.
Redefining Fresh Food Supply Chains with Fresho’s Technology
At its core, Fresho is designed to simplify a traditionally complex industry. The platform uses AI-powered solutions to replace outdated manual processes—like emails, texts, and voicemails—with structured systems that automate and enhance operations. From seafood and meat to produce wholesalers, Fresho’s innovative tools optimise ordering, warehouse management, invoicing, and delivery.
Key Features of Fresho’s Platform
Streamlined Ordering
Suppliers can manage orders, track them in real time, and convert them into structured data that ensures accuracy. The automation eliminates unsociable working hours, allowing wholesalers to focus on growth.
Live Pricing and Transparency
Restaurants get access to real-time pricing and stock availability, turning every order into an informed decision. Suppliers, on the other hand, use sales data to adjust purchasing dynamically and minimise overstocking.
Operational Automation
From batch invoicing to drag-and-drop delivery route management, Fresho simplifies every stage of the supply chain, saving significant time for businesses.
Fresho Proves Its Impact
With 30 million orders processed since its inception—10 million in the past year alone—Fresho saved up to 40% in food waste in some cases. By reducing excess inventory and enabling precise purchasing, businesses not only optimise operations but also make strides in sustainability.
Tackling the Food Waste Crisis
The global food waste problem costs over $940 billion annually and contributes up to 10% of greenhouse gas emissions, making it a pressing challenge for businesses worldwide. Fresho is on a mission to combat this issue at its source. By enabling real-time visibility, accurate forecasting, and better communication between suppliers and buyers, the platform dramatically reduces wasted resources.
With this sustainable approach, Fresho aligns itself with global calls for greener operations in every industry. The company’s success in addressing inefficiencies translates directly into environmental benefits.
Growth That Goes Beyond Borders
With $17 million in Series B funding, Fresho has rapidly scaled operations, increasing its valuation to $120 million. Investors, including early Canva backers and Aconex co-founders, saw the immense potential in Fresho’s market-disrupting model.
Expanding into the US market is the next major milestone in Fresho’s exciting growth trajectory. By 2025, the startup plans to establish on-ground operations in key regions across America. The goal is to replicate its success in Australia, New Zealand, the UK, and Ireland, introducing US businesses to its market-leading solutions.
Prestigious establishments like England’s Michelin-starred Wild Honey and New York’s Le Bernardin already use Fresho to manage daily operations. These success stories highlight how the platform streamlines workflows while safeguarding supplier-buyer relationships through its closed marketplace model.
Fresho Fresh Food Distribution Among Industry Leaders
Fresho has not only earned the trust of thousands of suppliers globally but also processes over $1 million in transactions daily, supporting household grocery and restaurant names. Customers like De Costi Seafood, Kailis Bros, and Rockpool Dining Group rely on this technology for seamless operations and higher profit margins.
Here’s how Fresho has transformed businesses globally:
Carroll’s Limited
Jay Carroll, the director of Sussex-based Carroll’s, adopted Fresho despite initial hesitation around using a tech-heavy platform. The outcome? A total operational overhaul.
- Reduced manual tasks such as phone orders and handwritten invoices.
- Enhanced professionalism with computerised invoicing and real-time product availability.
- Streamlined delivery operations using Fresho’s drag-and-drop route planning.
Jay shares, “I never expected a tech platform could transform how we operate. Fresho didn’t just save us tons of hours; it also allowed the business to grow securely for the future.”
MyButcher
For MyButcher, Fresho’s integration resulted in remarkable growth, with revenue projections anticipating a tripling within a year. By providing streamlined operations such as batch invoicing and optimised picking slips, each part of MyButcher’s supply chain experienced dramatic boosts in efficiency.
Akaroa Salmon
Akaroa Salmon’s team credits Fresho for enabling them to scale their business significantly without expanding their team beyond its current size. Their logistics team used Fresho features like real-time inventory updates to meet fluctuations in demand and supply effortlessly.
These case studies illustrate how businesses, regardless of size, can thrive by leveraging Fresho’s tech-driven innovation.
Driving Innovation with Advanced AI
The backbone of Fresho’s innovation lies in its AI-driven tools, which handle everything from demand analysis to route optimisation. By automating complicated tasks, Fresho empowers teams to shift focus towards strategic growth instead of tedious manual processes.
AI at Work in Fresh Food Supply Chains
One standout AI-powered feature is predictive analytics, enabling businesses to anticipate demand spikes and minimise waste. Real-time sales data ensures suppliers can dynamically match stock levels to buyer needs, avoiding surplus while maximising profitability.
This modern approach introduces efficiency at every level, from warehouse floors to managerial offices. By helping businesses prioritise precision and smart resource allocation, Fresho sets a new standard for operational excellence.
Beyond Technology: A Collaborative Mission
What makes Fresho proper special is how it brings folks together. It ain’t just some fancy software; it’s more like a gathering spot where suppliers, wholesalers, and buyers can have a natter and crack on as a team. They mix clever tech with real-world know-how, so businesses can smash through their struggles in a way that’s dead practical and down-to-earth.
Fresho isn’t just another gadget to shove in your toolbox. It’s about making connections that actually mean something. They’re all about sorting out proper solutions that do the job and sticking by the fresh food trade like a loyal mate, solid and ready for the long haul.
Fresho’s Vision: Leading Innovation for a Sustainable Future
Fresho’s got an exciting road ahead as it looks to grow its reach worldwide. With fresh ideas in AI and automation, they’re well on their way to cementing themselves as a leader in the fresh food game. But it’s not just about the tech – their story is proper inspiring, showing what can happen when you mix innovation with real purpose.
By keeping things sustainable and efficient, Fresho isn’t just shaping the future of food distribution. They’re also working towards something bigger – a better, greener future for the planet and everyone on it.
Source
Melbourne start-up Fresho aims to tackle $940bn food waste crisis
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