First Choice Produce
First Choice Produce is a London-based online retailer founded in 2001 that sells fruits, home baking products, frozen foods, soft drinks, household items, and beverages to UK consumer customers through its e-store.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What First Choice Produce does
First Choice Produce is a London-based, privately held online grocery and household goods retailer founded in 2001. The company operates an e-store that retails fruits, home baking products, frozen foods, soft drinks, household items, and beverages, serving consumer customers in the United Kingdom. With 501 to 1,000 employees and a website at firstchoiceproduce.com, it positions itself within the UK online grocery and convenience retail segment.
The business model is that of a direct-to-consumer e-commerce retailer: revenue is generated through unit sales of commoditized grocery and household SKUs to a long tail of individual buyers, with no enterprise or B2B segment disclosed. The firm remains founder-led, with Dan Mccullough serving as Founder, Chief Executive, and Owner, indicating concentrated ownership and governance. The company has not raised institutional funding rounds, and no pricing, customer logo, partnership, or technology stack details are available in the source material — the company's own web property returned only a verification placeholder at the time of data collection.
Operationally, First Choice Produce competes in a mature UK grocery sector alongside well-capitalized supermarket chains and pure-play online grocers; its 2001 vintage and mid-sized headcount suggest an established but sub-scale position relative to category leaders. No strategic transactions, product launches, geographic expansions, or AI/technology initiatives are documented in the available data, which materially constrains analytical depth on differentiation, growth vectors, or competitive positioning.
First Choice Produce firmographics
Firmographics- Name
- First Choice Produce
- Website
- https://firstchoiceproduce.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- First Choice Produce is a London-based online retailer founded in 2001 that sells fruits, home baking products, frozen foods, soft drinks, household items, and beverages to UK consumer customers through its e-store.
- Ownership category
- akta.pro rank
First Choice Produce industry classification
Industry- Product category
- Online Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Online Bulk & Pantry Staples Retail (CRAHAIAG)
- akta.pro secondary industry
- Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)
Keywords
Where First Choice Produce is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
First Choice Produce business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Personnel, Operations
First Choice Produce product offering
Product offeringCore offering
First Choice Produce is an online store that retails fruits, home baking products, frozen foods, soft drinks, beverages, and household items directly to customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Fruits Fresh fruits retailed to consumers through the company's online store.
- Home Baking Products Home baking products sold to consumers via the e-store.
- Frozen Foods Frozen food items available for purchase through the online store.
- Soft Drinks and Beverages Soft drinks and beverages retailed to consumers online.
- Household Items Household items sold to consumers through the e-store.
Companies that use First Choice Produce
Customer profileIdeal customer profiles1 record
First Choice Produce technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
First Choice Produce partnerships and signals
Strategic signalRecent moves1 record
First Choice Produce competitors and assessment
Company assessmentDirect peers
- Ocado Retail: Pure-play online grocery retailer in the UK with a broad assortment including fresh produce, frozen, and ambient grocery. Closest direct comparable given online-only model and overlapping product range.
- Abel & Cole: UK online retailer specializing in fresh produce and organic groceries with home delivery. Comparable e-store model focused on fresh fruit and vegetables, directly competing for the same London-area health-conscious customer base.
- Riverford Organic Farmers: UK organic produce box-delivery company operating an online subscription model. Highly comparable to the produce-led portion of First Choice Produce's offering with overlapping delivery and assortment mechanics.
Broad incumbents
- Tesco Online: Largest UK grocer with a major online grocery operation spanning fresh produce, frozen, ambient, and household categories. Represents the dominant incumbent First Choice Produce competes against for online basket share.
- Sainsbury's Online: Major UK supermarket with a sizeable online grocery delivery and click-and-collect operation. Comparable product breadth including produce, frozen, beverages, and household items.
- Amazon Fresh UK: Amazon's UK online grocery delivery service offering produce, frozen, ambient, and household items. A direct online grocery competitor with effectively unlimited capital and logistics infrastructure.
- Waitrose Online: Premium UK supermarket with an online delivery service covering fresh produce, frozen foods, baking ingredients, and beverages. Competes in the same London online grocery space with a quality-led positioning.
- Morrisons Online: UK Big Four grocer with a growing online grocery operation, including fresh produce and household essentials. Comparable assortment breadth and home-delivery model.
Emerging players
- Getir: Turkish-origin rapid-delivery grocery app operating in London with 10-15 minute delivery of snacks, beverages, and household essentials. Represents the emerging quick-commerce category competing for online grocery share.
- Farmdrop: UK online marketplace connecting consumers directly with local producers for fresh fruit, vegetables, and groceries. Comparable e-store model with a produce emphasis, though with a local-sourcing angle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
First Choice Produce social profiles
Digital presenceFirst Choice Produce financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Choice Produce leadership team
Management profileNumber of profiles
Profiles1 record
First Choice Produce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Choice Produce 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 First Choice Produce
What does First Choice Produce do?
First Choice Produce is an online store that retails fruits, home baking products, frozen foods, soft drinks, beverages, and household items directly to customers.
When was First Choice Produce founded?
First Choice Produce was founded in 2001. It employs 501 to 1,000 people.
Where is First Choice Produce based?
First Choice Produce is headquartered in London, United Kingdom, in the Europe region.
Who are First Choice Produce's main competitors?
Direct peers on record are Ocado Retail, Abel & Cole and Riverford Organic Farmers. Broad incumbents are Tesco Online, Sainsbury's Online, Amazon Fresh UK, Waitrose Online and Morrisons Online. Emerging players are Getir and Farmdrop.
Does First Choice Produce have an API?
No public API is recorded for First Choice Produce.
What industry is First Choice Produce in?
First Choice Produce's product category is Online Grocery Retail. Its primary akta.pro industry code is CRAHAIAG, Online Bulk & Pantry Staples Retail, with a secondary code of AFAKAFAA, Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged). Its NAICS code is 44511 and its SIC code is 5411.