Wholegood
Wholegood is a London-based B2B wholesaler of organic and biodynamic fresh produce, founded in 2007 and supplying grocery stores, restaurants, cafes, retailers, and brands across the UK, including a dedicated seven-day Ocado channel.
- Company typePrivate
- Founded2007
- HeadquartersGreenford, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Wholegood does
Wholegood, legally CSP Solutions Limited, is a London-based B2B wholesale supplier of organic and biodynamic fresh produce founded in 2007 by Carl. The company sources seasonal fruits, vegetables, and salads from UK and EU organic and biodynamic farmers and resells them to grocery stores, restaurants, cafes, coffee shops, gyms, and national retailers, alongside a designated supply channel into Ocado running seven days per week. Its commercial model is transactional wholesale with minimum order values (GBP 150 in Greater London, GBP 350 elsewhere) and free delivery on London orders above GBP 150, processed through a dedicated sales team with account management. A consumer-facing newsletter and environmental content marketing layer supports brand-building around provenance and sustainability.
The company has extended beyond commodity produce into a Solutions division that delivers D2C fulfillment, direct-to-store delivery (up to six times per week across the UK), specialist Ocado deliveries with same-day arrival and despatch for short-shelf-life SKUs, full-service retailer storage and on-demand national delivery, and collaborative demand-planning services for nominated suppliers. Operations are concentrated at the New Covent Garden Market site and a main warehouse facility featuring more than 20,000 square feet of rooftop solar generation, an electric delivery fleet for London, and consolidated European inbound logistics that runs full lorries directly to the warehouse.
Revenue is generated through transaction fees on wholesale orders and managed-service fees on Solutions contracts. The business remains founder-controlled and bootstrapped, with a 2023 investment from Metamorphosis Investments representing the first disclosed external capital event. Headcount is reported in the 51-100 band. The differentiation thesis rests on sustainability credentials (90%+ plastic-free packaging since 2018, zero-landfill policy, anaerobic digestion of food waste, 600,000+ meals donated to City Harvest since 2018) and long-tenured grower and retailer relationships dating to the company's 2007 origins.
Wholegood firmographics
Firmographics- Name
- Wholegood
- Legal name
- CSP Solutions Limited t/a Wholegood
- Website
- https://wholegood.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wholegood is a London-based B2B wholesaler of organic and biodynamic fresh produce, founded in 2007 and supplying grocery stores, restaurants, cafes, retailers, and brands across the UK, including a dedicated seven-day Ocado channel.
- Ownership category
- akta.pro rank
Wholegood industry classification
Industry- Product category
- Wholesale Fresh Produce Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480), General Line Grocery Merchant Wholesalers (42441)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)
- akta.pro secondary industries
- Fresh Produce Distribution (CRAOABAB), Foodservice / HORECA Produce Wholesale (AFAIACAI), Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)
Keywords
Where Wholegood is headquartered
LocationHeadquarters
- HQ city
- Greenford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Wholegood business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Wholesale Produce Supply: Wholesale supply of fresh organic fruit, vegetables, and salad produce to businesses including grocery stores, restaurants, cafes, and retailers. Orders processed through online wholesale store with minimum order values and delivery fees.
- Fulfilment and Logistics Services: Provides comprehensive chilled and ambient solutions for brands and retailers including storage, picking, packing, and delivery services. Services include D2C fulfilment, direct to store delivery, and deliveries to Ocado up to 7 days per week.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wholesale B2B orders with minimum order thresholds |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Wholegood product offering
Product offeringCore offering
Wholegood supplies wholesale organic and biodynamic fruit, vegetables, salads, and wonky (imperfect) produce to UK grocery stores, restaurants, cafes, coffee shops, gyms, and national retailers. Beyond produce supply, its Solutions division offers D2C fulfillment, direct-to-store delivery, deliveries to Ocado up to 7 days a week, full-service national chilled and ambient distribution, and collaborative demand planning for food and beverage brands and retailers.
Product overview
Wholegood operates as a sustainable organic produce company offering a unified portfolio of B2B and B2C food products and logistics services. The core offerings consist of organic produce, biodynamic produce, and wonky produce (imperfect vegetables). The wholesale arm supplies fresh produce to grocery stores, restaurants, and cafes across the UK. Additionally, the Solutions division provides comprehensive chilled and ambient supply chain services for brands, retailers, coffee shops, and gyms, encompassing D2C fulfillment, procurement, storage, inventory management, fulfillment, and national delivery capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Organic and Biodynamic Produce Supply B2B wholesale supply of fresh organic, biodynamic, and wonky (imperfect) fruits, vegetables, and salad produce to grocery stores, restaurants, cafes, coffee shops, gyms, and other UK food businesses through an online wholesale store with account management, minimum order thresholds, and free delivery on London orders above £150.
- Solutions - Direct to Consumer (D2C) Fulfillment Storage, picking, packing, and parcel assembly service for brand customers enabling ambient and chilled direct-to-consumer deliveries through home delivery carriers, with full account management.
- Solutions - Direct to Store Delivery Warehouse and delivery service allowing brands to maintain direct relationships with the stores they supply, with storage, picking, and daily chilled and ambient order deliveries up to six times per week across the UK.
- Solutions - Deliveries to Ocado Specialist delivery service to Ocado operating 7 days a week, with same-day arrival and despatch for highly perishable, short-shelf-life products such as bread.
- Solutions - Full Service for Retailers Comprehensive storage and on-demand daily national delivery service for chilled and ambient products to retailer stores or depots across the UK.
- Solutions - Demand Planning Collaborative demand planning service working with nominated suppliers to anticipate fluctuations due to seasonality and site openings, ensuring service levels remain above pre-agreed thresholds.
Companies that use Wholegood
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Wholegood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Wholegood partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- City Harvest LondoncoreWholegood partners with City Harvest to address food waste and hunger in London. Since 2018, they have donated over 600,000 meals to those in need. The partnership ensures surplus produce doesn't go to waste but nourishes people instead, creating purpose for the business and addressing issues of inequality and isolation in London.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Wholegood competitors and assessment
Company assessmentDirect peers
- Natoora: London-based specialist supplier of seasonal, high-quality and often organic fruit and vegetables to chefs and retailers. Directly comparable to Wholegood on premium produce sourcing, chef/HORECA customer base, and sustainability-led positioning.
- PML (Produce Marketing Ltd): One of the UK's largest fresh produce wholesalers, operating from New Covent Garden Market and serving retailers and foodservice. Comparable to Wholegood on B2B fresh produce distribution, London market focus, and supplier-to-retailer fulfilment.
- Fresh Direct (UK): UK wholesale fresh produce supplier serving restaurants, caterers and independent retailers. Directly comparable on B2B fresh produce distribution, customer mix and online ordering model.
Broad incumbents
- G's Fresh: Large UK vertically integrated fresh produce grower-marketer supplying major UK retailers. Overlaps with Wholegood in fresh fruit and vegetable supply but operates at significantly greater scale and with its own grower base.
- Berry Gardens: UK grower-owned berry marketer supplying major retailers. Comparable as a UK fresh-produce supplier serving retail channels, though narrower in category (berries) and larger in scale.
- Total Produce / Dole plc: Global fresh produce giant with significant UK wholesale operations. Comparable in fresh produce distribution to retailers and foodservice, but vastly larger and more diversified geographically and by category.
Emerging players
- Riverford Organic Farmers: UK organic produce grower and direct-to-home delivery operator. Comparable on organic provenance and sustainability story, though its primary channel is consumer box schemes rather than B2B wholesale.
- Daylesford Organic: Premium UK organic farm and retail brand. Comparable on organic sourcing and sustainability positioning, with partial overlap in supplying quality-conscious food buyers, though it is more retail/consumer-led than wholesale.
Others
- Fowler Welch: UK temperature-controlled logistics and distribution provider. Comparable as an enabling infrastructure partner in cold-chain distribution, relevant to Wholegood's chilled/ambient fulfilment model.
- Ocado Group: UK online grocery and technology platform that is Wholegood's most prominent disclosed enterprise customer. Relevant as a channel partner shaping Wholegood's volume profile and operational requirements, rather than as a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wholegood social profiles
Digital presenceWholegood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholegood leadership team
Management profileNumber of profiles
Profiles1 record
Wholegood funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholegood M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wholegood
What does Wholegood do?
Wholegood supplies wholesale organic and biodynamic fruit, vegetables, salads, and wonky (imperfect) produce to UK grocery stores, restaurants, cafes, coffee shops, gyms, and national retailers. Beyond produce supply, its Solutions division offers D2C fulfillment, direct-to-store delivery, deliveries to Ocado up to 7 days a week, full-service national chilled and ambient distribution, and collaborative demand planning for food and beverage brands and retailers.
Is Wholegood a public or private company?
Wholegood is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wholegood founded?
Wholegood was founded in 2007. It employs 51 to 100 people.
Where is Wholegood based?
Wholegood is headquartered in Greenford, United Kingdom, in the Europe region.
How does Wholegood make money?
Two revenue lines are on record. Wholesale Produce Supply is the primary driver. The others are fulfilment and Logistics Services.
Who are Wholegood's main competitors?
Direct peers on record are Natoora, PML (Produce Marketing Ltd) and Fresh Direct (UK). Broad incumbents are G's Fresh, Berry Gardens and Total Produce / Dole plc. Emerging players are Riverford Organic Farmers and Daylesford Organic. Others are Fowler Welch and Ocado Group.
Does Wholegood have an API?
No public API is recorded for Wholegood.
What industry is Wholegood in?
Wholegood's product category is Wholesale Fresh Produce Distribution. Its primary akta.pro industry code is AFAIABAE, Fresh Produce Wholesale (Fruit & Vegetables), with a secondary code of CRAOABAB, Fresh Produce Distribution. Its NAICS code is 424480 and its SIC code is 5140.