Fruit and Veg Industry Simplified

Whether you’re looking to trade fresh fruit and veg online, overcome fresh produce supply chain challenges or connect with new suppliers and buyers, you are at the right place.

FruPro is the online platform that connects the fresh produce supply chain, providing major networking opportunities for companies to expand their trade reach. Using our digital platform streamlines end-to-end operations to make business quick and efficient.

With generations of fresh produce experience, we provide expert guidance to bolster your brand and boost profits. In our work on sustainability, we have reduced food waste costs for businesses by providing simple ways to donate perishable fresh produce.

FruPro Makes It Easy for You to

Our Story

In 2019, our CEO Will conceived of an idea. His vision was to transform the siloed fresh produce supply chain and digitally connect the B2B industry. After a successful venture ‘WT Hills Imports’ in 2016 and a family business with 130 years of fresh produce experience, he brought FruPro to life with co-founders Ollie (COO) and Kov (CTO).

Kov’s experience in technological solutions for industry pioneers was crucial to the FruPro’s success. With an extensive professional portfolio, including Product Director in Advanced Analytics and AI Solutions at GSK, Kov has progressed the platform through its digital transformation.

Ollie’s background in business transformation consulting ensured smooth operations at every step. Prior to FruPro, Ollie organised an annual charity event, providing 50,000 meals for the homeless and this dedication to reducing food insecurity remains a core tenet of FruPro. His family have a potato and arable farming background.

Now, with the support of a wider international team, FruPro has become the essential platform for the fresh produce supply chain. Aiming to support the next five generations of fresh produce, FruPro connects, guides and optimises fresh produce business.

Our Commitment to Sustainability

Food waste is now a bigger contributor to climate change than plastic, with 1kg of food waste being sent to landfill equating to 25,000 plastic bottles in terms of carbon emissions.

Between 6-8% of global greenhouse gas emissions occur as a result of wasted food. If food waste was a country, it would be the third-largest greenhouse gas emitter.

Shockingly, 33% of all fruit and veg that is grown is wasted yet, 7.3 million people in the UK (as of April 2022) are lacking sufficient access to affordable or nutritious food.

We help all businesses in the fresh produce sector to optimise their operations, connect with new businesses and reduce their food waste levels in the process.

We give our clients the option to easily donate surplus produce. Working closely with food bank and charities, we have a strong network to depend on and clear metrics to measure our outcomes.

So far, we have helped redistribute almost 100,000 meals to those that need them most. FruPro continually improves our standards to fight food waste at every level of the fresh produce business.

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Fresh Produce Blog

Businesses in Fresh Produce

We’re listening, developing and optimising the fresh produce platform for the entire supply chain.