Fieldfare
Fieldfare is a family-owned UK frozen food wholesaler (legal entity Agra Freeze Ltd) that distributes loose, pick-your-own frozen products to farm shops, garden centres, and independent retailers across England, Wales, and Scotland, with 27 award-winning SKUs across fruit, vegetables, pastries, fish, meal-makers, desserts, and light bites.
- Company typePrivate
- Founded1976
- HeadquartersEdenbridge, England, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Fieldfare does
Fieldfare (legal entity Agra Freeze Ltd) is a privately held, family-owned UK frozen food company founded in the mid-1970s by Richard and Ann Cryer, headquartered at Black Robins Farm in Edenbridge, Kent. The company operates a B2B2C wholesale model, distributing frozen food products to farm shops, garden centres, convenience stores, fine food outlets, and independent retailers across England, Wales, and Scotland. Fieldfare differentiates through a "pick-your-own" loose frozen food merchandising system in which approximately 88% of the product range is sold unpackaged from chest freezers, allowing consumers to portion exact quantities using scoops and tongs. The company supplies branded freezer installations, POS materials, and digital advertising campaigns reaching over 8 million "sophisticated foodies" to support stockist footfall.
The product portfolio spans roughly 80 SKUs across fruit (e.g., raspberries, blueberries, mango chunks, summer fruit mixes), vegetables (broad beans, peas, roast potatoes, stir fry mixes), pastries (croissants, pain au chocolat, Danish pastries, cookies), fish (cod fishcakes, salmon en croute, scampi, fish fingers), meal-makers (chicken en croute, beef roulade, steak and ale suet pudding), desserts (chocolate fondant, summer pudding, panna cotta, strudels), and light bites (mozzarella bites, halloumi sticks, pizza bites). 27 products have received industry awards including Great Taste Awards, Farm Shop & Deli Show awards, and Great British Food Awards. Pricing is wholesale per-case with volume discounts (2% at 61+ cases, 3% at 121+ cases) and free delivery on orders of 25 cases or more.
Fieldfare operates with approximately 29 employees and is led by Managing Director Matt Whelan, alongside a Head of Sales, a Marketing Manager, six Sales & Development Managers covering distinct UK territories, and administrative staff. The company is a council member of the Farm Retail Association and sponsor of the Rising Star Farm Shop of the Year awards. Second-generation family members including Anna Cryer and Charles Cryer remain involved. Revenue is not publicly disclosed and the company has no external funding rounds, no parent entity, and no subsidiary structure.
Fieldfare firmographics
Firmographics- Name
- Fieldfare
- Legal name
- Agra Freeze Ltd
- Website
- https://field-fare.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fieldfare is a family-owned UK frozen food wholesaler (legal entity Agra Freeze Ltd) that distributes loose, pick-your-own frozen products to farm shops, garden centres, and independent retailers across England, Wales, and Scotland, with 27 award-winning SKUs across fruit, vegetables, pastries, fish, meal-makers, desserts, and light bites.
- Ownership category
- akta.pro rank
Fieldfare industry classification
Industry- NAICS
- Packaged Frozen Food Merchant Wholesalers (42442), Frozen Food Manufacturing (31141)
- SIC
- Wholesale-Groceries & Related Products (5140), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Foods Wholesale (Packaged & Private Label) (AFAIAHAA)
- akta.pro secondary industries
- Frozen Snacks & Appetizers (CRADADAD), Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI), Food & Beverage Frozen Storage (Meat, Seafood, Dairy, Produce, Bakery) (TLALACAA)
Keywords
Where Fieldfare is headquartered
LocationHeadquarters
- HQ city
- Edenbridge, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fieldfare business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Frozen Food Sales: Fieldfare generates revenue through B2B wholesale distribution of frozen food products to retail stockists. Products are sold in cases to farm shops, garden centres, and independent retailers. Stockists receive volume discounts: 61+ cases qualifies for 2% discount, 121+ cases for 3% discount. All orders of 25 cases and over qualify for free delivery. The company claims 27 award-winning products across the range.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wholesale case pricing |
| Unit Pricing | Pay-as-you-go | 61+ cases volume discount |
| Unit Pricing | Pay-as-you-go | 121+ cases volume discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Fieldfare product offering
Product offeringCore offering
Fieldfare manufactures and distributes a premium range of loose, individually portioned frozen foods — including fruits, vegetables, pastries, fish, meal makers, desserts, light bites, and meat — through farm shops, garden centres, and independent retailers across the UK. Its signature "scoop your own" system enables customers to buy exact quantities from chest freezers, with 88% of products sold loose to minimise packaging and food waste. The company supports its stockists with branded freezer installations, POS materials, photography assets, and dedicated territory-based Sales & Development Managers.
Product overview
Fieldfare is a family-owned UK frozen food company offering a diverse portfolio of loose, individually portioned frozen foods. The product range includes: Fruits (Blackberries, Blueberries, Cherries, Mango Chunks, Raspberries, Strawberries, and mixed fruit salads); Vegetables (Broad Beans, Peas, Green Beans, Potatoes, Onions, Stir Fry mixes, and more); Pastries (Croissants, Danish pastries, Pain au Chocolat, Cookies, and Savory pastries); Fish (Fishcakes, Fish Fingers, Salmon, Haddock, Calamari, and Scampi products); Meal Makers (Chicken dishes, Beef Roulades, Vegetable Tarts, and Pies); Desserts (Fondants, Tarts, Strudels, Panna Cotta, and Brownies); and Light Bites (Cheese bites, Arancini, Waffles, and Pizza products). The company emphasizes their pick-your-own system allowing customers to buy exact quantities needed, reducing waste and packaging. Products are available at farm shops, garden centres, and independent stores throughout the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Frozen Desserts Frozen dessert products including individual chocolate fondants, fruit tarts, strudels, puddings, panna cottas, and brownies — designed for stockists to sell loose from chest freezers to consumers seeking restaurant-quality desserts that cook from frozen.
- Frozen Fish Frozen fish-based products including breaded fishcakes, fish fingers, salmon and haddock parcels, en croute dishes, Coquilles St Jacques, and smoked salmon roulades — for stockists serving consumers looking for premium fish options with minimal waste through loose purchase.
- Frozen Fruit Frozen single fruits and fruit mixes — including berries, cherries, mango, rhubarb, and apple slices — frozen at peak freshness for stockists selling loose to consumers.
- Frozen Pastries Frozen sweet and savoury pastries — croissants, Danish pastries, pains au chocolat, cookies, cinnamon swirls, and Yorkshire puddings — many award-winning, for stockists selling loose to consumers and food service customers.
- Frozen Meal Makers Frozen complete-meal products including en croute dishes, suet puddings, roulades, parcels, tarts, and schnitzels — designed to deliver restaurant-quality centre-of-plate dishes cooked from frozen for stockist consumers.
- Frozen Vegetables Frozen vegetables including single vegetables, vegetable mixes, prepared sides (potato products, hash browns, roast potatoes), stir fry mixes, and vegetable burgers — for stockists selling loose to consumers.
- Frozen Light Bites Frozen light bite and snack products including cheese bites, arancini, fritters, scampi, and pizza products — for stockists selling loose to consumers seeking quick supper or buffet options.
- Stockist Branded Merchandising Service A trade support service offering branded chest freezer installations with magnetic cladding, backboards, and POS labels, plus a free Resource Library with photography and social media content, provided to retail stockists to enhance in-store presence and drive sell-through of Fieldfare products.
Quantifiable outcome
- 88% of range sold loose with minimal packaging
- +2 more outcomes
Companies that use Fieldfare
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Fieldfare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fieldfare partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Farm Retail Association (FRA)coreFieldfare is a council member of the Farm Retail Association and proud sponsor of the Rising Star Farm Shop of the Year awards. The company has strong historical ties to the British farming community and considers farm shops a core part of its business heritage.
- City HarvestminorFieldfare donated a freezer of food following a recent trade show. City Harvest distributed this food to projects around London and beyond to help address food waste and food insecurity.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Fieldfare competitors and assessment
Company assessmentBroad incumbents
- Iceland Foods: UK frozen-food specialist retailer; addresses the same consumer need for convenient frozen food but at mass-market scale and pricing rather than the farm-shop channel.
- Bakkavor: Large UK fresh and frozen prepared-food manufacturer supplying major grocers and foodservice; overlaps with Fieldfare's prepared-meal and side categories at scale through different channels.
- Aunt Bessie's: Major UK frozen brand (Yorkshire puddings, desserts, roast accompaniments) — overlapping categories (desserts, sides, pastries) but sold predominantly through mainstream grocery rather than farm shops.
- Birds Eye: UK frozen-food market leader across fish, vegetables, and meals; competes for the same end-consumer occasions as Fieldfare in adjacent mainstream grocery channels.
- Pukka Pies: UK baked-savory brand (pies, pastries, slices) with selected frozen lines; overlaps with Fieldfare's pastries and meal-makers category and competes for similar meal-occasion occasions.
- McCain Foods: Global frozen potato and prepared-food incumbent with strong UK presence; overlaps with Fieldfare's vegetable, side-dish, and prepared-meal ranges through retail and foodservice.
Direct peers
- Cook: UK premium frozen ready-meal brand sold through farm shops, independents, and online DTC; overlaps with Fieldfare's meal-makers, desserts, and pastries ranges and shares the same quality-led stockist channel.
- Brakes Group: UK foodservice wholesaler distributing frozen and ambient products to hospitality, healthcare, and independent retail — comparable B2B frozen distribution model serving similar independent customer base.
- Farmhouse Fare: UK family-run frozen food brand operating a near-identical loose frozen model (scoop-your-own) sold through farm shops and independents. Closest direct comparable by product format, channel, and customer proposition.
- Central Foods: UK frozen and ambient food wholesaler supplying caterers, pubs, schools, and independent retailers; comparable B2B frozen-food distribution model with overlapping customer base in UK independents.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fieldfare social profiles
Digital presenceFieldfare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fieldfare leadership team
Management profileNumber of profiles
Profiles12 records
Fieldfare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fieldfare 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 Fieldfare
What does Fieldfare do?
Fieldfare manufactures and distributes a premium range of loose, individually portioned frozen foods — including fruits, vegetables, pastries, fish, meal makers, desserts, light bites, and meat — through farm shops, garden centres, and independent retailers across the UK. Its signature "scoop your own" system enables customers to buy exact quantities from chest freezers, with 88% of products sold loose to minimise packaging and food waste. The company supports its stockists with branded freezer installations, POS materials, photography assets, and dedicated territory-based Sales & Development Managers.
Is Fieldfare a public or private company?
Fieldfare is a private company. It is classified as family owned and is currently operating.
When was Fieldfare founded?
Fieldfare was founded in 1976. It employs 11 to 50 people.
Where is Fieldfare based?
Fieldfare is headquartered in Edenbridge, England, United Kingdom, in the Europe region.
How does Fieldfare make money?
One revenue line is on record: wholesale Frozen Food Sales.
Who are Fieldfare's main competitors?
Broad incumbents on record are Iceland Foods, Bakkavor, Aunt Bessie's, Birds Eye, Pukka Pies and McCain Foods. Direct peers are Cook, Brakes Group, Farmhouse Fare and Central Foods.
Does Fieldfare have an API?
No public API is recorded for Fieldfare.
What industry is Fieldfare in?
Its primary akta.pro industry code is AFAIAHAA, Frozen Foods Wholesale (Packaged & Private Label), with a secondary code of CRADADAD, Frozen Snacks & Appetizers. Its NAICS code is 42442 and its SIC code is 5140.