All Greens

What All Greens does

All Greens Wholesale Ltd is a London-based fruit and vegetable wholesaler founded in 2005, operating from a dedicated unit at New Covent Garden Market — the UK's premier produce market. The company supplies fresh produce, dried fruit, spices, herbs, exotic fruits, and ancillary categories (dairy, prepped, dry, frozen goods) to B2B customers across the London hospitality trade, including restaurants, hotels, pubs, contract caterers, and school caterers. It positions itself as a premium specialist with an international sourcing network spanning the UK, Europe, Asia, and South America, and an experienced buying team with over 120 years of combined produce-selection experience. Named customers include Ottolenghi, Bubala, Coal Office, The Palomar, Paradise, Slowburn, and Oren Restaurant & Deli.

The business operates two distribution channels. The wholesale channel is built around a proprietary online ordering portal accessible on PC, tablet, iOS, and Android, which provides real-time market pricing, invoice management, credit-note handling, and next-day London delivery for orders placed before midnight. Pricing is dynamic — set at market rates at the time of order — with a £50 minimum for free wholesale delivery within London. The direct-to-consumer channel operates under the @Home sub-brand through a Shopify-powered online store (shop.allgreens.co.uk) and physical retail locations, with a £30 free-delivery threshold. Revenue is generated purely through transactional produce sales; there is no subscription or recurring fee layer.

Commercially, All Greens runs a sales-led GTM in which customers open wholesale accounts via an enquiry form and receive personal account management. Demand generation is supported by a content-marketing program including a blog featuring chef spotlight interviews and seasonal recipes, Instagram and Facebook activity, an email newsletter delivering market reports, and SEO targeting long-tail restaurant-procurement queries. The company is independently and privately held (All Greens Wholesale Ltd, Company Registration Number 10233376), with no disclosed institutional investors, parent company, or external funding rounds, and operates exclusively within Greater London.

Name

All Greens

Legal name

All Greens Wholesale Ltd

Website

https://allgreens.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

All Greens Wholesale Ltd is a London-based fruit and vegetable wholesaler founded in 2005, supplying premium and exotic produce to restaurants, hotels, pubs, and caterers across Greater London via a proprietary online portal with real-time pricing and next-day delivery, supplemented by an @Home direct-to-consumer retail sub-brand.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale and Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fruit and Vegetable Retailers (44523)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro industry

PRIMARYAFAIACAB

Fresh Vegetable Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Produce (Fresh Fruit & Vegetable) Wholesale

SECONDARYAFAIAIAD

Ethnic Produce & Specialty Vegetables Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Specialty & Ethnic Foods Wholesale

SECONDARYCRAHAHAA

Produce Markets & Greengrocers

Consumer Products & Retail/Grocery & Food Retail/Fresh Food Specialists (Produce, Meat, Seafood)

Keywords

• Wholesale produce
• Fresh fruit supply
• Restaurant food service
• Exotic fruit wholesale
• Greengrocer delivery

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Produce Sales: B2B wholesale supply of fruit, vegetables, dried fruit, spices, herbs, exotic fruits, dairy, prepped, dry, and frozen goods to restaurants, hotels, pubs, and caterers in London. Revenue generated through product transactions at market pricing, with minimum order requirements (£50 for free wholesale delivery, £30 for free home delivery).
2. Retail (@Home) Sales: Direct-to-consumer sales through the shop.allgreens.co.uk e-commerce storefront and physical retail locations, selling produce to individual consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

All Greens sources, imports, and distributes fresh fruit, vegetables, dried fruit, spices, herbs, exotic fruits, dairy, prepped, dry, and frozen goods from its base at New Covent Garden Market in London. It sells wholesale to restaurants, hotels, pubs, and contract caterers through a dedicated B2B ordering portal with real-time market pricing and next-day London delivery, and it also sells directly to individual consumers through the @Home online store and physical greengrocer locations.

Product overview

All Greens is a London-based fruit and vegetable wholesaler offering a comprehensive range of fresh produce through its wholesale division and @Home retail delivery service. The core offering includes wholesale fruit, vegetables, dried fruit, spices, herbs, and exotic fruits supplied to restaurants, hotels, pubs, and caterers. Customers access the business primarily through an online ordering portal with real-time market pricing, while retail customers can use the @Home delivery service. Additional services include market reports and store locations for in-person shopping.

Differentiator

Problem solved

Functional benefit

Brands

• @Home: Retail consumer brand and online store (shop.allgreens.co.uk) offering fresh produce to individual customers, distinct from the wholesale business-to-business operations.

Quantifiable outcome

• 20 years of continuous operation in London providing market-fresh produce to the hospitality trade
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Panzer's Deli & GrocerminorChannel Partner/ Reseller/ DistributorPanzer's Deli & Grocer is a retail partner of All Greens in St John's Wood, offering All Greens produce to individual consumers at their physical retail location. Chef Oded Oren did consulting work with Panzer's where he was introduced to All Greens.
• Ripe London Office Fruit DeliveryminorChannel Partner/ Reseller/ DistributorRipe London is listed as a partner alongside Panzer’s Deli & Grocer, suggesting a mutual referral or collaborative relationship in the London office fruit delivery space.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Premier Fruits: UK-based fresh produce wholesaler supplying fruit and vegetables to foodservice and retail. Directly comparable as a UK produce wholesaler serving B2B customers with a similar product range and delivery model.
• Worldwide Fruit: UK fresh produce specialist (apples, pears, and broader produce) supplying major UK retailers and foodservice. Comparable as a UK-headquartered produce specialist with strong grower relationships and B2B wholesale operations.
• Berry Gardens: UK berry grower-owned cooperative supplying berries and stone fruit to UK retailers and foodservice. Comparable as a UK produce supplier with deep grower relationships, B2B focus, and a specialisation that differentiates within produce wholesale.
• Reynolds Catering Supplies: UK fresh produce and foodservice supplier delivering fruit, vegetables, and dairy to restaurants, hotels, and caterers. Directly comparable as a UK B2B foodservice produce distributor with a similar customer base to All Greens.

Broad incumbents

• Total Produce (now Dole plc): One of the world's largest fresh produce companies, formed via Total Produce's combination with Dole. Comparable as a broad incumbent in fresh fruit and vegetable production, sourcing, and distribution, with significantly greater scale than All Greens.
• Fresh Del Monte Produce: Global producer, distributor, and marketer of fresh fruit and vegetables. Comparable as a broad incumbent in fresh produce wholesale and distribution, with a global sourcing network that mirrors All Greens' international exotic sourcing approach.
• Brakes Group: UK and Ireland's largest foodservice wholesaler, supplying fresh produce, meat, and ambient goods to restaurants, caterers, and public sector. Comparable as a broad incumbent B2B foodservice distributor with a produce category that overlaps All Greens' core offering.
• Bidfood: Leading UK foodservice wholesaler distributing fresh, frozen, and ambient products to caterers and restaurants. Comparable as a broad incumbent in B2B foodservice distribution with a produce offering that overlaps All Greens.

Emerging players

• Oddbox: UK DTC produce delivery company focused on 'wonky' and surplus fruit and vegetables delivered to homes. Comparable to All Greens' @Home DTC channel as a digital-first UK produce retailer, though targeting a different value proposition (surplus/wonky vs. premium).
• Riverford Organic Farmers: UK organic farm-to-doorstep vegetable box delivery service with a strong sustainable farming brand. Comparable to All Greens' @Home DTC channel as a subscription-based UK produce retailer emphasising provenance and quality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AllGreensFruitandVeg
• Instagraminstagram.com/all_greens__

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 All Greens