MR FRUITY (WHOLESALE) LIMITED

What MR FRUITY (WHOLESALE) LIMITED does

MR FRUITY (WHOLESALE) LIMITED is a privately held, family-run fresh produce wholesaler based in Norwich, Norfolk, operating under that trade name since 1984 and incorporated as a UK private limited company. Its core business is the wholesale supply of fresh fruits, vegetables, prepared potatoes and vegetables, and bread/dairy items to hospitality operators — schools, hospitals, care homes, pubs, caterers, restaurants, cafes, and hotels — across the Norfolk region. It also runs a Norwich-area home delivery service for individual consumers, launched in 2020 during the COVID-19 pandemic.

The operating model is built around an owned fleet of 9 refrigerated vans delivering next-day, 6 days a week, with no minimum order and no delivery charge for business customers. Orders are taken by phone, email, or via a mobile app built on the third-party Orderlion platform. Products are sourced primarily from local Norfolk farmers and growers, supplemented by named supplier brands (Celavita, Blue Whale, Aviko, Golden Acre Foods). The Norwich depot includes warehouse, prep room, and office facilities, with LED lighting and a documented waste-management program that achieved 100% landfill diversion in H2 2024.

Commercial terms are transactional: wholesale pricing is set per order, billed pay-as-you-go, with no subscription or contracted minimums. The customer base is broad across hospitality sub-verticals and supplemented by a long tail of home-delivery consumers. The business holds the highest UK food hygiene rating (5 stars) and Micron2 sustainability accreditation, and reports 7 employees in available sources — a figure that likely understates total workforce given the fleet size and may reflect office/admin headcount only.

Name

MR FRUITY (WHOLESALE) LIMITED

Legal name

Mr Fruity Wholesale Ltd

Website

https://mr-fruity.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

MR FRUITY (WHOLESALE) LIMITED is a Norwich-based, family-run wholesale fresh-produce supplier serving hospitality businesses and home-delivery customers across Norfolk via an owned 9-van refrigerated fleet.

Ownership category

akta.pro rank

Product category

Wholesale Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Fresh Fruit Wholesale (AFAIACAA)

Keywords

• Wholesale produce supply
• Fresh fruit distribution
• Refrigerated delivery service
• Hospitality produce supply
• Home grocery delivery

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Others

Revenue model

1. Wholesale Produce Sales: Sale of fresh fruits, vegetables, prepared products, bread, and dairy to businesses including schools, hospitals, care homes, pubs, caterers, restaurants, cafes, and hotels. Products offered in bulk or split quantities. Revenue generated through product sales at competitive wholesale pricing with no delivery charges.
2. Home Delivery Service: Direct-to-consumer delivery of fresh produce and staple items (bread, milk, eggs, yoghurts, cheeses) to individual customers in Norwich area. Customers reach minimum order value for their area compared to depot location.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Mr Fruity Wholesale sources fresh, locally grown fruits and vegetables, bakery and dairy items, and prepared (washed, peeled, cut) products, then delivers them next-day to hospitality businesses in Norfolk using its own fleet of 9 refrigerated vans. The company also runs a home delivery service for residential customers in the Norwich area, with ordering available via phone, email, or a mobile app built on the Orderlion platform.

Product overview

Mr Fruity Wholesale Ltd is a fresh produce wholesale company operating a unified product offering centered on delivering fresh, locally-sourced fruits and vegetables to businesses and consumers in Norwich and Norfolk. The core product line includes Fresh Fruit & Veg, Bread & Dairy, and Prepared Products (ready-to-cook vegetables and potatoes). The company also operates a home delivery service for residential customers and supplies the hospitality sector including schools, hospitals, care homes, pubs, caterers, restaurants, cafes, and hotels. An ordering mobile app (available via Orderlion platform) enables customers to place orders for next-day delivery 6 days a week. The company has been trusted by Norwich businesses for over 40 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit & Veg Fresh, locally-sourced fruits and vegetables, including seasonal produce and exotic imports, delivered wholesale to hospitality businesses and home-delivery customers in Norfolk.
• Bread & Dairy Fresh dairy and bakery items including milk, cheese, yogurts, and bread delivered alongside produce orders to wholesale and home-delivery customers.
• Prepared Products Ready-to-cook prepared vegetables and potatoes, washed, peeled, and cut for convenience and made to order for hospitality customers.
• Hospitality Sector Supply Wholesale produce supply to businesses including schools, hospitals, care homes, pubs, caterers, restaurants, cafes, and hotels, with next-day delivery 6 days a week using own refrigerated fleet and no delivery charges.
• Home Delivery Service Home delivery of fresh produce and staples (bread, milk, eggs, yogurts, cheeses) to residential customers in the Norwich area, with no delivery charge for orders meeting the minimum value for the customer's area.
• Mr Fruity Ordering App Mobile application enabling customers to browse the full product range, manage orders, and schedule next-day deliveries for wholesale and home-delivery customers.

Quantifiable outcome

• 100% of waste diverted from landfill in second half of 2024
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Local Farmers and GrowerscoreStrategic or Co-development PartnerStrong relationships with local Norfolk farmers and growers for sourcing fresh seasonal produce. Company buys daily from local suppliers including salad, vegetables, fruit, lettuce, and potatoes. Supports local economy and ensures produce freshness.
• CelavitaminorOthersSupplier brand stocked by Mr Fruity for potato products.
• Blue WhaleminorOthersApple supplier brand stocked by Mr Fruity.
• AvikominorOthersSupplier brand for chips and potato products stocked by Mr Fruity.
• Golden Acre FoodsminorOthersSupplier brand stocked by Mr Fruity.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Booker Wholesale: UK's largest cash-and-carry and foodservice wholesaler serving caterers, retailers, and hospitality businesses. Competes with Mr Fruity for the same hospitality segment, particularly pubs, cafes, and restaurants, but at national scale across grocery and fresh categories.
• Total Produce (Dole plc): Global fresh produce giant with substantial UK operations following the Dole plc combination. Competes with Mr Fruity across the full fresh fruit and vegetable value chain — from grower relationships to foodservice distribution — but at multi-billion-euro scale with global sourcing.
• Bidfood: Major UK foodservice distributor serving caterers, hospitality operators, and public-sector kitchens nationwide. Directly comparable to Mr Fruity's B2B fresh-produce distribution model and hospitality customer mix, but operating at significantly larger scale and broader assortment.
• Brakes Group: One of the UK's largest foodservice wholesalers supplying restaurants, pubs, hotels, schools, and hospitals across the country. Overlaps with Mr Fruity's hospitality customer base and competes for fresh produce distribution to the same verticals, but at national scale and with a far broader product portfolio.

Direct peers

• Berry Gardens Growers: UK's largest berry supplier, marketing soft fruit to major retailers and foodservice channels. Comparable as a fresh-produce specialist serving UK customers, though focused narrowly on berries vs. Mr Fruity's broader fruit and vegetable range.
• G's Fresh: One of the UK's largest fresh produce growers and suppliers, with extensive operations in East Anglia including Norfolk. Comparable to Mr Fruity in fresh fruit and vegetable supply to UK retailers and foodservice, though at much larger grower-owned scale and with international reach.
• Castaldo Food Products: UK fresh produce specialist supplying prepared salads, vegetables, and fruit to foodservice and retail. Overlaps with Mr Fruity's prepared-products line (washed, peeled, cut produce) and hospitality customer base, though at national foodservice scale.

Regional players

• Hopwells: Midlands-based regional foodservice wholesaler supplying fresh and ambient products to independent caterers, pubs, and hospitality businesses. Comparable to Mr Fruity as a regional foodservice distributor competing against national players, though operating in the Midlands rather than East Anglia.

Emerging players

• Oddbox: UK direct-to-consumer produce delivery company focused on surplus and seasonal fruit and vegetables. Comparable to Mr Fruity's home delivery channel on fresh-produce DTC, though national in reach and subscription-based rather than next-day delivery.
• Riverford Organic Farmers: UK organic produce box and home delivery specialist with strong sustainability positioning. Overlaps directly with Mr Fruity's home delivery segment and locally-sourced produce narrative, but operates nationally via subscription boxes rather than a regional next-day model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mr-fruity-wholesale-limited

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 MR FRUITY (WHOLESALE) LIMITED