We empower people to innovate and make a positive impact on the future of the fresh produce industry.

The Challenges of The Fresh Produce Industry

Our industry has a high degree of fragmentation and lack of digitalisation which results in a lack of transparency and efficiency.

Huge Food

1/3 of all fruits and vegetables produced in Europe are wasted through bad communication. ⁽¹⁾

of Reach

80% of non-retail sector would like alternative options to sell to and new market opportunities.


Reliance on paperwork and repetitive administrative tasks including data entry on legacy systems.

Poor Financial Management

£100m of revenue in the UK fresh produce industry is lost each year due to bad debt.

Sources: ⁽¹⁾ London Business School Research, 2020


Total meals wasted only in the UK this year

How does FruPro help?


Build your network and connect with new customers. Increase your trade reach and get fresh produce into the food chain.


Use data to understand market trends and utilise technology to improve efficiency, reduce waste and increase redistribution.


Automate day to day processes and boost operational efficiency through managing your entire business online.


Reduce risk and bad debt through trading with the entire supply chain in a transparent and compliant end-to-end marketplace.

Latest Figures

FruPro ease donation process for all parties, allowing fresh produce businesses to donate by simply setting product for donation. Within 2022, FruPro, in collaboration with its partners and charities, managed to:

Save 43,060 kgs of fresh produce from waste

Serve 93,143 meals to food insecure population

Prevent 163,628 kgs of CO2e emissions release

“The donation to FareShare was very easy and all communication and assistance provided by the FruPro team was very good. FruPro clarified technical issues for us.”

FruPro's Early Impact

During the first UK COVID-19 lockdown hospitality was shut overnight, FruPro stepped in to help the industry overcome the fresh produce supply chain challenges. In one weekend FruPro:

Saved 251 pallets from waste

Fed 500,000 people

Generated £100k of revenue for businesses

“FruPro have been a great help to Reynolds in ensuring that we have been able to divert produce, which might have otherwise gone to waste, to people who really need it. Now more than ever it’s important that our industry works together to prevent food shortages and minimise any wastage.”

How can you help?

We’re calling on the whole industry to create a long lasting and positive impact.