AI Order Management Startup, Fresho, Secured $17M Series B

Fresho, the leading AI-powered order management platform for fresh food wholesalers, has raised $17 million in an oversubscribed Series B round, bringing its total funding to $50 million. The funding, led by Geoff Tarrant, former Executive Chairman of Payapps, will accelerate Fresho’s AI innovation and expansion into the US market.

Founded in 2015 by James Andronis and Huw Birrell, Fresho has processed over 30 million orders, including 10 million in the past year. The platform addresses the unique challenges of fresh food supply chains, where rapid delivery, fluctuating prices, and exacting quality demands are critical. Fresho’s AI technology automates order processing, eliminates manual overnight work, and provides real-time pricing and availability to customers via its app.

"Fresh food distribution has been traditionally slow to adopt technology, but a confluence of factors are causing this to change," said James Andronis, Fresho’s CEO. "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."

The platform is used by top-tier establishments, including Michelin-starred restaurants in London and New York, and has earned praise for its ability to streamline operations and reduce waste. Fresho plans to use the new funding to enhance its AI capabilities, deepen its presence in current markets, and establish operations in the US by 2025.

"Our platform not only modernizes operations but also enables wholesalers to deliver exceptional service in a competitive market," said Birell. "Our customers can now order and pay online, it's super simple to use and has saved us heaps of time and money already," added Ali Ahment, Owner of Adams Fruit and Veg Wholesale in Worthing, UK.

With growing adoption across the UK, Australia, and the US, Fresho is poised to redefine fresh food wholesale, leveraging AI to create a sustainable and efficient supply chain.