Daily Fresh

What Daily Fresh does

Daily Fresh Ltd is a family-owned supplier of fresh and prepared fruit, vegetables, salads, and herbs headquartered in Moira, County Armagh, Northern Ireland. Founded in 1999 by Mark Kelly senior on the basis of an existing produce farm, the company processes home-grown potatoes, cabbages, carrots, and turnip on-site in a purpose-built factory (constructed 2006), supplemented by sourced produce for a comprehensive product range offered in whole, peeled, sliced, diced, battons, grated, and special preparation formats.

The company supplies five customer verticals: School Boards, Hospital Trusts, Hotels, Restaurants, and Retail Outlets, with 200+ named clients served daily across Northern Ireland via an owned fleet of refrigerated vans covering 165,000 miles per year and 1,560 tonnes of prepared vegetable throughput annually. It holds BRC Global Standard for Food Safety A Grade, M&S Field to Fork Standard, and STS Public Sector Standard certifications, which qualify it for major retailer and public sector catering contracts.

Revenue mechanics are quote-based B2B sales via a website Order Now form and direct phone/email ordering, with no publicly disclosed pricing tiers. The company is privately held by the Kelly family (Mark and Kathleen Kelly plus sons Mark and Conor), operates as a single private limited entity, has received no institutional or venture capital investment, and confines its geographic scope to Northern Ireland. There are no AI/ML capabilities, no digital product integrations beyond Google Analytics website tracking, and no API or platform offerings.

Name

Daily Fresh

Legal name

Daily Fresh Ltd

Website

https://daily-fresh.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Daily Fresh Ltd is a family-owned Northern Ireland supplier of fresh and prepared fruit, vegetables, salads, and herbs, serving 200+ School Boards, Hospital Trusts, Hotels, Restaurants, and Retail Outlets via daily own-fleet refrigerated delivery from its on-site processing facility in Moira.

Ownership category

akta.pro rank

Product category

Fresh Produce Supply

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Perishable Prepared Food Manufacturing (311991)

SIC

Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

akta.pro secondary industries

Fresh Cut / Value-Added Produce Wholesale (Pre-Cut, Packaged, Salad Kits) (AFAIACAD), Fresh Produce Distribution (CRAOABAB)

Keywords

• Fresh produce supply
• Prepared vegetables
• Fruit distribution
• Foodservice supply
• Refrigerated delivery

Headquarters

HQ city

Moira

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Produce Sales: Sale of fresh whole produce including vegetables, fruits, herbs, and salads sourced from their own farm and external suppliers.
2. Prepared Produce Sales: Sale of value-added prepared produce including peeled, sliced, diced, battons, and grated vegetables and fruits. Products include potatoes, cabbage, carrots, parsnips, peppers, onions, and more.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Daily Fresh grows, processes, and distributes fresh and prepared fruit and vegetables to foodservice and retail customers across Northern Ireland. Products are offered in multiple preparation formats — whole, peeled, sliced, diced, battons, grated, special prep, and packaged — combining home-grown produce with sourced fresh produce. The company operates its own fleet of refrigerated vans for daily delivery throughout Northern Ireland.

Product overview

Daily Fresh is a family-owned fresh and prepared produce supplier operating as a single unified product offering. The company's core business consists of supplying fresh and prepared fruit, vegetables, salad products, and herbs to School Boards, Hospital Trusts, Hotels, Restaurants, and Retail Outlets. The product portfolio includes home-grown produce (potatoes, cabbages, carrots, turnip) processed on-site alongside sourced fresh produce. Products are offered in various preparation forms including Whole, Peeled, Sliced, Diced, Battons, Grated, and Special Prep configurations. The company operates a refrigerated delivery fleet serving all of Northern Ireland daily.

Differentiator

Problem solved

Functional benefit

Products and services

• Prepared Vegetables

Named customers5 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators5 records

Recent moves4 records

Broad incumbents

• Bakkavor Group: Largest UK specialist provider of fresh prepared foods (sandwiches, salads, prepared produce, ready meals) supplying major retailers and foodservice. Directly comparable to Daily Fresh in the prepared-vegetables segment but operates nationally at vastly greater scale across multiple product categories.
• Greencore Group: Leading UK convenience food manufacturer with significant prepared-foods exposure. Adjacent incumbent to Daily Fresh in the broader prepared-vegetable and food-to-go supply space serving retail and foodservice.
• Total Produce / Dole plc: One of the world's largest fresh produce growers, distributors, and marketers. Comparable to Daily Fresh in fresh fruit and vegetable wholesale and distribution, but globally scaled across dozens of countries.
• AF Blakemore (Foodservice / Fresh): Large UK foodservice wholesaler with fresh and chilled produce offering to hospitality, schools, and healthcare. Comparable to Daily Fresh in foodservice delivery model and customer segments, though much broader in product range.

Regional players

• Mash Direct: Northern Ireland family-owned vegetable side-dish and prepared-vegetable producer supplying UK retail and foodservice. Comparable to Daily Fresh in NI-based prepared-produce manufacturing with strong brand and retail presence.
• Wilson's Country: Northern Ireland potato packer, processor, and supplier to retail and foodservice across the island of Ireland. Most direct geographic peer to Daily Fresh with overlapping customer base and product category.

Direct peers

• Country Style Foods: UK prepared and pre-cut vegetable manufacturer supplying foodservice and ready-meal manufacturers. Closely comparable to Daily Fresh on the prepared-produce value-add proposition for catering and food processing customers.
• Orchard Valley Foods: UK prepared and processed fresh produce supplier (peeled, sliced, diced vegetables and prepared fruit) to foodservice and manufacturing. Highly comparable product mix and customer overlap with Daily Fresh's prepared-produce range.
• Florette (Agrial UK & Ireland): UK and Ireland prepared salad and fresh-cut vegetable specialist serving retail and foodservice. Most direct overlap with Daily Fresh's prepared salad and value-added produce lines, though operating at significantly larger scale across both UK and Irish markets.
• Poupart: UK fresh produce supplier to foodservice, hospitality, and retail with daily multi-temperature distribution. Direct comparator to Daily Fresh in fresh and prepared produce wholesale to UK hotels, restaurants, and institutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Daily Fresh