Fresho

What Fresho does

Fresho is a B2B SaaS company headquartered in South Melbourne, Australia, providing order and operations management software to the fresh food wholesale industry. The platform connects food wholesalers (fruit and vegetable, seafood, and meat and poultry suppliers) with foodservice venues (restaurants, cafes, hotels) through a closed marketplace in which pricing and product range are visible only to each individual customer, protecting supplier-customer relationships. Fresho's core product, Fresho Operations, unifies online ordering, inventory management, pricing and margins, delivery management, invoicing and payments, reporting, and messaging into a single system. Its second core product, OrderPilot, is an AI-powered automation layer that captures unstructured inputs (emails, text messages, voicemails, and PDFs) and converts them into structured sales orders directly inside the platform. OrderPilot processes text, audio, and document modalities using natural language understanding trained on industry-specific terminology. Fresho serves a two-sided market: venues order for free through the platform, while suppliers pay a one-off setup fee plus a monthly subscription scaled to order volume under annual contracts. Payments are processed through Stripe, with Xero available as an optional paid integration. The company has scaled to 65,200+ ordering venues, processes roughly US$3 billion in annual orders (with monthly GMV around US$400 million), and operates across Australia, New Zealand, the UK, Ireland, the United States, and Singapore following the 2025 US relaunch and the 2026 acquisition of UK ERP provider Nation Wilcox. Fresho's go-to-market combines enterprise field sales for wholesalers with self-serve product-led adoption for venues, supported by a TAG-led digital acquisition engine and a referral program paying up to $2,000/£1,000 per referred supplier. The company has raised over US$45 million to date and employs 51-100 people across offices in Melbourne, London, Brooklyn, Auckland, and Dublin.

Name

Fresho

Legal name

Fresho Pty Ltd

Website

https://fresho.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Fresho is a B2B SaaS platform that provides order and operations management software to fresh food wholesalers and their foodservice venue customers, using AI-powered OrderPilot to automate order entry across email, text, voicemail, and PDF channels.

Ownership category

akta.pro rank

Product category

Food Industry Wholesale Software

NAICS

Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Fresh Produce Wholesale Distribution (CRAOAAAC)

akta.pro secondary industries

Fresh Produce Distribution (CRAOABAB), Fresh Vegetable Wholesale (AFAIACAB), Fresh Fruit Wholesale (AFAIACAA)

Keywords

• Wholesale food software
• Order management platform
• Food distribution SaaS
• Fresh produce ordering
• B2B food marketplace

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Supplier SaaS Subscription: Wholesale suppliers pay a one-off setup fee plus monthly subscription fee based on order volume. Annual contract required. This is the primary revenue stream.
2. Venue Platform (Free): Venues (restaurants, cafes, hotels) order for free. This creates network effects driving supplier adoption.
3. Payment Processing: Invoicing and payments are automated through the platform. Stripe powers payment processing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Fresho is a B2B SaaS platform that provides order and operations management software for fresh food wholesalers (fruit and vegetables, seafood, meat and poultry). Its core offering, Fresho Operations, unifies online ordering, inventory management, pricing and margins, delivery management, invoicing and payments, and reporting in a single system. Complementing this, Fresho OrderPilot is an AI-powered automation tool that captures emails, voicemails, messages, and PDFs and converts them into structured sales orders. Fresho Venues is a free ordering platform that connects restaurants, cafes, and hotels to their supplier base, driving network effects for the supplier SaaS subscription business.

Product overview

Fresho is a B2B SaaS platform providing order management and operations software for the fresh food wholesale industry. The product portfolio consists of two core offerings: Fresho Operations (a comprehensive platform for managing the entire wholesale operation including ordering, inventory, pricing, delivery, invoicing, payments, and reporting) and Fresho OrderPilot (an AI-powered order automation module that captures and converts emails, voicemails, messages, and PDFs into sales orders). Fresho Operations is offered as a unified platform with multiple integrated modules (Online Ordering, Inventory Management, Delivery Management, Invoicing & Payments, Reporting & Insights), while OrderPilot operates as the AI-driven automation layer that feeds into Operations. The platform serves fresh food wholesalers (fruit & veg, seafood, meat & poultry) and their customers (restaurants, cafes, hotels), operating as a closed marketplace that protects customer relationships.

Differentiator

Problem solved

Functional benefit

Brands

• Fresho Operations: Order and operations management system for wholesale food businesses, covering online ordering, inventory management, pricing, delivery, invoicing, payments, and reporting.
• Fresho OrderPilot

Products and services

• Fresho Operations Comprehensive order and operations management platform for fresh food wholesalers (fruit and vegetables, seafood, meat and poultry). Unifies online ordering, inventory, pricing, delivery, invoicing, payments, and reporting in one system. Sold as a paid SaaS subscription to wholesale suppliers.
• Fresho OrderPilot AI-powered order automation module that captures unstructured communications (emails, voicemails, WhatsApp messages, PDFs) and automatically converts them into structured sales orders. Sold to wholesale suppliers as part of the Fresho subscription.
• Fresho Venues Free online ordering platform for restaurants, cafes, and hotels to order from their food wholesalers in one place, with live pricing, order tracking, and invoice management. Available to foodservice venues at no charge to drive supplier SaaS adoption.

Quantifiable outcome

• Saves 50 hours/week and cuts 80% of picking errors
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Nation WilcoxcoreStrategic or Co-development Partner · 12 June 2026Nation Wilcox, a Birmingham-founded ERP software provider for food suppliers operating for 48 years, was acquired by Fresho. The acquisition establishes Fresho as market-leading technology platform for food wholesalers in the UK with over 400 business customers and £2 billion+ annual GMV. Andrew Nation joins Fresho's board as a significant shareholder. Nation Wilcox continues under existing brand with no changes to customer contracts or support.
• TAGcoreGTM or Marketing Partner · 30 April 2026TAG is a digital growth consultancy appointed to lead Fresho's digital advertising and creative strategy across Australia, New Zealand, the UK, and the US markets. The partnership aims to support Fresho's growth by elevating lead quality and driving stronger commercial outcomes for its B2B SaaS platform. TAG delivers a data-led acquisition strategy designed to enhance creative performance and drive scalable digital impact.
• StripecoreTechnology or IntegrationStripe is the payment provider powering Fresho's payment processing services. Connected Account Agreement governs the payment processing relationship across all markets (AU, NZ, UK, US, EU).

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Toast: Toast is a leading restaurant POS and operations platform with broader scope than Fresho. Its Toast Wholesale product and supplier integrations make it an incumbent competitor on the venue side that could extend into the supplier-venue ordering workflow.
• Sysco: Sysco is the largest broadline food distributor in North America with its own technology investments in digital ordering (e.g., FreshPoint, CAKE). Represents the largest incumbent whose suppliers and customers Fresho sells to and competes against.
• Restaurant365: Restaurant365 is a cloud ERP for the restaurant industry covering inventory, accounting, and supplier management. Broader scope than Fresho but overlaps in the foodservice operations management category.
• Sage Group: Sage provides accounting and ERP software widely used by small and mid-sized food wholesalers and distributors. Competes with Fresho Operations in back-office and order management functionality, particularly in the UK market where Sage has deep penetration.

Direct peers

• Choco: Choco is a B2B ordering platform for food wholesalers and restaurants, with an AI-powered order entry product similar to Fresho's OrderPilot. Directly comparable in target market (fresh food distributors and chefs) and product approach.
• Ordermark: Ordermark offers digital ordering and menu management tools for restaurants, with B2B distribution integrations. Competes in the restaurant-tech ordering and supplier-management space adjacent to Fresho Venues.
• BlueCart (acquired by Grubhub): BlueCart was a B2B online ordering platform for restaurants and wholesalers, acquired by Grubhub. Closely comparable in pre-acquisition product offering to Fresho Operations and Venues.
• Cut+Dry (formerly Pepper): Cut+Dry provides a B2B e-commerce and ordering platform purpose-built for food distributors serving restaurants. Direct competitor in digitizing food wholesale ordering with similar supplier/venue two-sided model.
• MarketMan: MarketMan offers restaurant inventory and supplier management software connecting foodservice operators with their vendors. Comparable in addressing the wholesale-restaurant digital ordering gap that Fresho targets from the supplier side.

Emerging players

• Galley Solutions: Galley Solutions provides recipe costing, menu management, and supplier ordering tools for foodservice operators. Overlaps with Fresho's venue-side ordering and reporting functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/fresho
• LinkedInlinkedin.com/company/fresho-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresho