Fresh Direct, the UK’s leading foodservice fresh produce supplier, has launched its 2024 Summer seasonal range, including around 50 new British lines.

The new range supports the company’s commitment to driving sales of British produce through its Best of British campaign, which champions British growers and supports foodservice customers to use more British food on their menus.

Products such as Heirloom Tomatoes from the Isle of Wight, Padron Peppers and British sweetcorn have been added to the range, growing the amount of British produce that Fresh Direct sells to its highest-ever level.

Paul Nieduszynski, CEO at Sysco GB, said: “Our focus has been on working with customers to increase the proportion of British products on their menus and give them the resources so that they can highlight the provenance of the food they serve from great British growers.

“This year sees us continue to build on our commitment to provide the very best of British produce when it is available and in season. The response from customers has been very positive and the feedback on the early season fruit and veg has been outstanding.”

To support the campaign, Fresh Direct has produced a range of collateral, including a seasonal brochure, 15 British supplier videos and a bespoke section on its website, all helping to support customers who want to highlight product provenance and share grower stories in their own marketing.