Fresho, an order management company for fresh food wholesalers supplying to restaurants, has announced the closure of its $17m Series B funding round.
The latest round brings the company’s total funding raised so far to $50m.
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Fresho will use the new funding to to accelerate its investment in AI and emerging technologies.
The company also aims to expand further in the UK, Ireland, Australia and New Zealand.
In 2025, the company will expand its on-the-ground presence in the US market, leveraging successful customer launches in Texas, New York and California since 2022.
Fresho’s platform streamlines the complex processing of restaurant orders that arrive overnight via various channels.
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By GlobalDataThe oversubscribed funding round attracted both new and existing investors, led by Geoff Tarrant, co-founder and former executive chairman of Payapps, a global construction software firm.
Tarrant will join Fresho’s board of directors.
Fresho co-founder and CEO James Andronis stated: “We are pleased to have closed this round in a challenging fundraising environment. This speaks to the size of the opportunity, and to our record of consistent growth and capital management to date.
“Fresh food distribution has been traditionally slow to adopt technology, but a confluence of factors is causing this to change. These include margin pressures, skills shortages and questions of succession in family-owned firms. As a result, we are seeing unprecedented interest in how technology can drive efficient operations, better customer service and improved work/life balance for owners and managers.”
Founded in 2015 by James Andronis and Huw Birrell, Fresho has processed more than 30 million orders since 2016, with 10 million in the past year alone.
Fresho’s platform addresses the unique challenges of the fresh food industry by maintaining a closed marketplace model that fosters wholesale supplier-restaurant relationships while digitising its operations.
Fresho’s AI-powered system automates order processing, providing restaurants with direct access to live pricing and availability.
This feature has enhanced order accuracy and processing speed while eliminating unsociable working hours for suppliers’ staff.
Fresho co-founder and COO Huw Birrell said: “This funding marks an exciting new phase for us as we double down on our commitment to reshape the fresh food supply chain with innovative tech.
“By investing in AI and emerging technologies, we’re not just enhancing operational efficiency – we’re enabling our customers to stay ahead in a rapidly evolving market. As we expand across our existing markets and enter the US, our focus remains on pioneering solutions that help fresh food wholesalers deliver outstanding service with speed, precision and insight.”
Fresho’s platform has been adopted by Michelin-starred venues such as Wild Honey within Sofitel St James in London, Cote and Le Bernardin in New York City, and Bennelong and Café Sydney in Australia.
