What Fresh Range does

Fresh Range is the public-facing brand of Equilibrium Markets Ltd, a UK-based software company that has developed and commercialises AgileChain, a B2B Software-as-a-Service platform for Dynamic Food Procurement. The company was founded in 2013 by Rich Osborn, Lee Butler and Steve Osborn and operated its own ambient, chilled and frozen food distribution network for nearly a decade, using that operational experience to build the underlying technology in-house. In 2020 it closed its logistics operations and in 2022 formalised its focus exclusively on AgileChain as a multi-sided SaaS platform serving procurers, caterers, distributors and producers in the UK food supply chain.

The AgileChain product suite comprises four integrated modules: AgileChain Dynamic Procurement (the core workflow platform that automates procurement, ordering, fulfilment, delivery and invoicing and enables shorter, more transparent supply chains), AgileChain Analytics (which converts everyday invoices into supply-chain insights, benchmarks and ESG comparisons), AgileChain Data Manager (a Product Information Management layer for buyer and seller product data) and AgileChain E-Commerce (digital trading tools for distributors). The platform has been recognised by the BBC Food & Farming Awards, The Guardian ('Food Tech Pioneers'), Crumb ('Best Revolutionary Food Technology') and as 'Green Business Leader of the Year' by Bath and North East Somerset Council.

The company monetises through quote-based B2B SaaS subscriptions, selling to enterprise and public sector customers across the UK. Distribution combines direct enterprise sales with two key channels: the Entegra (Sodexo group purchasing arm) partnership and appointment as core technology provider for the UK Crown Commercial Service Buying Better Food and Drink Framework, alongside a 2025 innovation partnership with the Soil Association for the Food for Life Supply Chain+ catering accreditation. Named customers include Bath and North East Somerset Council, the Universities of Bristol, West of England and Bath, and Crown Commercial Services, with documented pilot outcomes of a 6% real cost of food reduction for the council and measurable CO2e savings from reduced food miles.

Name

Fresh Range

Legal name

Equilibrium Markets Ltd

Website

https://fresh-range.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Equilibrium Markets Ltd, trading as Fresh Range, operates AgileChain, a UK B2B SaaS platform for Dynamic Food Procurement that serves procurers, caterers, distributors and producers across the food supply chain, with deep penetration into UK public sector catering via the Crown Commercial Service framework and partnerships with Entegra (Sodexo) and the Soil Association.

Ownership category

akta.pro rank

Product category

Food Procurement SaaS

akta.pro primary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

akta.pro secondary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

Keywords

• Food procurement software
• B2B SaaS platform
• Food supply chain
• Dynamic procurement
• Agricultural technology

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: AgileChain generates revenue through B2B Software-as-a-Service subscriptions providing digital tools to supply chain actors including procurers, caterers, distributors, and producers. The platform offers distinct tools for each supply chain participant.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Fresh Range operates AgileChain, a multi-award winning B2B Software-as-a-Service platform for Dynamic Food Procurement. The platform enables schools, universities, hospitals, care institutions, food distributors, and producers to source fresh, local produce through shorter, transparent supply chains via modules covering procurement, ordering, fulfilment, delivery, invoicing, analytics, product information management, and e-commerce.

Product overview

AgileChain™ is a multi-award winning B2B SaaS platform for Dynamic Food Procurement. The platform consists of a core technology foundation with multiple integrated modules: AgileChain Dynamic Procurement (the core platform for enabling shorter, transparent supply chains), AgileChain Analytics (supply chain insights from invoice data), AgileChain Data Manager (Product Information Management), and AgileChain E-Commerce. The platform serves procurers, caterers, distributors, and producers across the food supply chain ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• AgileChain Dynamic Procurement A B2B Software-as-a-Service platform module that enables schools, universities, hospitals, and care institutions to source fresh, local produce through shorter, transparent supply chains, supporting efficient procurement, ordering, fulfilment, delivery, and invoicing.
• AgileChain Analytics Turns everyday invoices into instant supply chain insight, helping food buyers and sellers understand what they are buying, providing benchmarks, and enabling comparison against ESG goals or company policies.
• AgileChain Data Manager A Product Information Management platform that helps businesses make the most of their data to work smarter and more efficiently.
• AgileChain E-Commerce Digital tools for supply chain actors (procurers, caterers, distributors, producers) to render their services more profitable and sustainable through online trading capabilities.

Quantifiable outcome

• 6% real cost of food reduction
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Soil AssociationflagshipStrategic or Co-development Partner · 1 January 2025Innovation partnership announced in 2025 to deploy AgileChain technology for a new concept called Food for Life Supply Chain+ under the Soil Association's catering accreditation body. Multiple local authority and hospital trust catering operations across the UK have requested access.
• Entegra (Sodexo)coreStrategic or Co-development Partner · 1 January 2022Partnership announced in 2022 combines Entegra's global purchasing capabilities (as group purchasing arm of Sodexo) with EM's advanced AgileChain technology and expertise in short supply chains. The partnership enabled Entegra to be awarded and mobilize for the Crown Commercial Service Buying Better Food and Drink Framework contract in 2024, with AgileChain appointed as the core technology provider.
• Crown Commercial ServicesflagshipStrategic or Co-development Partner · 1 January 2019Crown Commercial Services (Cabinet Office procurement agency) announced plans to scale EM's Dynamic Food Procurement pilot nationwide in 2019, recognizing the technology's potential for UK public sector food procurement transformation.
• Dynamic Food Procurement Advisory Board (DEFRA)coreStrategic or Co-development Partner · 1 January 2018Established at DEFRA's request in 2018, the advisory board was chaired by the Deputy CEO of the Soil Association and united key stakeholders from NFU, DEFRA, and Crown Commercial Service via a shared vision for transforming public sector food procurement.
• Bath and North East Somerset CouncilcoreStrategic or Co-development Partner · 1 January 2015EM was appointed by Bath and Northeast Somerset Council in 2015 to co-develop a viable and compliant route to market for SMEs to supply fresh produce to schools. This 18-month development combined local authority catering needs, distributor logistics, procurement regulation compliance, and SME producer inclusion.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MarketMaker: A national B2B food marketplace connecting agricultural producers with buyers including restaurants, schools, and institutional purchasers — directly comparable to Fresh Range's producer-buyer network and public sector catering focus.
• Local Food Marketplace: Provides an online platform connecting local farmers and food producers with wholesale buyers (including institutions and food hubs), closely matching the original Fresh-Range model and AgileChain's producer-buyer marketplace thesis.
• Keelvar: Keelvar provides AI-powered strategic sourcing and procurement optimization software for enterprise buyers, directly comparable to AgileChain's Dynamic Procurement module in functionality and B2B SaaS delivery model.

Broad incumbents

• SAP Ariba: Enterprise procurement and supply chain platform from SAP serving large global buyers, including food and beverage; represents the broad incumbent threat in B2B procurement that could enter the public sector food vertical.
• Ivalua: Enterprise procurement and supplier management SaaS platform with broad source-to-pay capabilities, comparable to AgileChain's procurement module from a broader, less verticalized perspective.
• Coupa Software: Large enterprise spend management and B2B procurement platform with broad capabilities that overlap with AgileChain's procurement workflow functionality, serving as a potential competitor if it expands into verticalized food procurement.
• Jaggaer: Enterprise procurement and supplier management platform serving indirect and direct spend categories across industries, with overlap to AgileChain's procurement and supplier-management functionality.

Emerging players

• ProducePay: Fintech and supply chain platform serving fresh produce growers and buyers with marketplace and financing solutions — comparable in addressing producer access to commercial buyers and supply chain transparency in agriculture.
• GrubMarket: B2B food e-commerce and supply chain platform connecting producers, distributors, and food buyers across the US — comparable multi-sided food marketplace model with overlapping buyer/distributor/producer segments.
• FoodLogiQ (Trustwell): Food supply chain transparency, traceability, and supplier management software for food industry participants — comparable as a B2B SaaS layer serving food producers, distributors, and buyers with data-driven tools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/FRESHRANGE
• LinkedInlinkedin.com/company/fresh-range

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Fresh Range