SHRUB

What SHRUB does

Shrub Provisions Limited (operating as Shrub London) is a UK-based wholesale greengrocer founded in 2020 and headquartered in Brighton. The company sources seasonal British produce directly from a network of more than fifty specialist farms and market gardens, then resells and delivers that produce to professional kitchens — chefs, restaurants, bakeries, and mixologists — and to specialty grocery shops. Its core proposition is full traceability and a grower-led availability model in which farms, not Shrub, dictate what is in season and therefore what appears on the order list. As of October 2023, Shrub also holds exclusive UK wholesale distribution rights for the Todoli Citrus Foundation (Valencia, Spain) and for Two Fields Olive Oil (Zakros, Crete), extending its product range beyond British produce into rare international specialty items.

The company operates its own fleet of night drivers and warehouse/packing teams from a single distribution hub at Unit 5, Crowhurst Road, Brighton, delivering directly to restaurants and shops in London and Sussex and shipping pallets nationwide. The business model is quote-based and relationship-driven rather than subscription- or tier-based, with no publicly listed pricing. Customers are acquired and retained through personal outreach, referrals within the UK hospitality community, an Instagram-led content presence (@shrub.london), an email newsletter (Shrub Club), and experiential chef farm visits and supplier trips such as the annual Todoli X Shrub program. Named customers include Quo Vadis, Silo, Cafe Deco, Apricity, St. John, Rochelle Canteen, and Heckfield Place.

Shrub is a privately held UK private limited company with no disclosed institutional investors, no funding rounds, and no parent company. It is founder/management-controlled, with headcount and revenue not publicly disclosed. The underlying technology is purely operational — a physical distribution business — with no proprietary software platform, no app, no API, and no AI/ML capabilities. Expansion signals over 2023–2026 include nationwide pallet delivery, two exclusive international partnerships, and a charcuterie line (Curing Rebels), positioning the company as a steadily scaling specialist distributor rather than a high-growth technology-enabled business.

Name

SHRUB

Legal name

SHRUB PROVISIONS LIMITED

Website

https://shrub.london

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Shrub Provisions Limited is a UK wholesale greengrocer (founded 2020, Brighton) that supplies chefs, restaurants, and specialty grocers with seasonal produce sourced directly from 50+ British farms, plus exclusive UK distribution of Todoli Citrus and Two Fields Olive Oil.

Ownership category

akta.pro rank

Product category

Wholesale Produce Distribution

SIC

Agricultural Services (700)

akta.pro primary industry

Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Wholesale produce distribution
• Seasonal fruit vegetables
• British farm sourcing
• Farm-to-table supply
• Specialty grocery wholesale

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale produce sales: Shrub generates revenue by purchasing produce directly from a network of small-scale British farms and specialist growers, and reselling and delivering that produce to professional kitchens (chefs, restaurants, bakeries, mixologists) and grocery shops. Pricing is quote-based and relationship-driven rather than publicly listed.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Shrub is a UK wholesale greengrocer that buys seasonal British produce directly from a network of over fifty small-scale farms and specialist growers and resells and delivers it to professional kitchens — chefs, restaurants, bakeries and mixologists — and to specialty grocery shops. Availability is dictated by what growers actually have in season, with exclusive UK wholesale distribution rights for Todoli Citrus Foundation citrus (Valencia) and Two Fields Olive Oil (Crete) extending the range beyond British produce. Deliveries run nightly in London and Sussex via Shrub's own drivers and nationwide via pallet shipping, supported by a personal account management model that helps chefs plan seasonal menus and source new or forgotten varieties.

Product overview

Shrub is a UK wholesale greengrocer that supplies chefs and restaurants with seasonal British produce sourced directly from a network of small-scale farms and specialist growers. The company serves as a conduit between farmers and professional kitchens, offering fully traceable, ethically sourced produce. Their service includes menu consultation, seasonal sourcing guidance, and nationwide delivery. The business model centers on championing British seasonality where grower availability dictates what products are offered rather than maintaining year-round inventory. As a service business, Shrub does not operate a software product platform but rather provides physical produce distribution services to the hospitality industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Seasonal British produce wholesale supply Core wholesale produce service: Shrub buys seasonal British produce from its network of 50+ small-scale farms and specialist growers and resells and delivers it to chefs, restaurants, bakeries, mixologists and specialty grocery shops, with growers dictating availability so only truly in-season produce is offered. Includes menu seasonality planning, sourcing of new or forgotten varieties on request, and seasonal alternative suggestions when items are unavailable. Delivered by Shrub's own night drivers in London and Sussex and via nationwide pallet shipping.
• Todoli Citrus Foundation UK wholesale distribution Exclusive UK wholesale distribution of more than 500 varieties of heritage citrus from the Todoli Citrus Foundation in Palmera, Valencia, Spain, for chefs and restaurants across the UK. Available only through Shrub in the UK wholesale market.
• Two Fields Olive Oil UK wholesale distribution Exclusive UK wholesale distribution of Two Fields Olive Oil, an organic regenerative Koroneiki olive oil from Zakros, Crete, produced by Harry and Will Rolph with certified organic-conversion farms. Available to UK chefs and restaurants only through Shrub.
• Curing Rebels charcuterie distribution Distribution of Brighton-based Curing Rebels charcuterie (founded 2020) to UK chefs and restaurants as part of Shrub's specialty food portfolio alongside its produce range.

Named customers14 records

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Curing RebelsminorChannel Partner/ Reseller/ Distributor · 1 January 2020Curing Rebels, based in Brighton and Hove, produces charcuterie including classics, twists on classics, and unique flavours using sustainable and locally sourced meats. Founded in 2020, the same year as Shrub. Shrub distributes Curing Rebels charcuterie as part of its specialty food portfolio alongside its produce range.
• Todoli Citrus FoundationcoreStrategic or Co-development PartnerShrub is the exclusive UK wholesale partner and sole distributor for the Todoli Citrus Foundation, a citrus heritage, research, and preservation project in Palmera, Valencia, Spain. The foundation cultivates over 500 varieties of citrus. Shrub took over distribution in October 2023 for the foundation's first large-scale commercial venture. The partnership includes annual chef trips to the foundation (Todoli X Shrub). The relationship is mutual: Shrub distributes the fruit while the foundation provides the unique product and expertise.
• Two Fields Olive OilcoreStrategic or Co-development PartnerShrub is the exclusive UK wholesale partner for Two Fields Olive Oil, based in Zakros, Crete, Greece. Two Fields produces organic regenerative Koroneiki olive oil. Harry and Will Rolph lead the operation, working with certified organic-conversion farms in Crete. Shrub exclusively distributes their oil in the UK wholesale market.
• Toklas RestaurantcoreStrategic or Co-development PartnerMatthew Slotover, Owner and Founder of Toklas Restaurant and Bakery in London, was the original importer and distributor of Todoli Citrus Foundation fruit to the UK via his restaurant. His pioneering relationship with Vicente Todoli first made the import of these fruits possible. Shrub acknowledges Toklas as instrumental in enabling the Todoli distribution relationship. This is a mutual relationship built on shared values and early pioneering commitment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Daylesford: Established UK organic farm with farm shop, cafe, and delivery. Broader portfolio than Shrub but operates in the same farm-direct, organic-seasonal premium-produce space and supplies some of the same chef and consumer customers.
• Riverford Organic Farmers: UK organic produce box-delivery business with farm sourcing and direct-to-customer logistics. Comparable on regenerative/organic sourcing ethos and farm relationships, though primarily B2C rather than Shrub's B2B focus.
• Abel & Cole: UK organic and seasonal produce box-delivery business with strong farm-sourcing narrative. Adjacent in values and supply-side philosophy, but operates a subscription B2C model rather than Shrub's quote-based B2B wholesale.
• Whole Foods Market UK: Premium natural and organic grocery retailer stocking traceable produce. Comparable in its emphasis on provenance, seasonality, and small-scale supplier storytelling, but with much broader assortment and consumer-facing model.

Direct peers

• Eden Farm Foods: UK fresh-produce supplier serving restaurants and caterers with a national delivery footprint. Directly comparable B2B wholesale produce distribution model to restaurants.
• Natoora: London-based wholesale distributor supplying restaurants and retailers with seasonal, traceable produce direct from growers. Most direct comparable to Shrub in customer base, sourcing ethos, and B2B chef-focused go-to-market.
• Turnips: London specialist greengrocer supplying top restaurants with seasonal British and European produce. Closely comparable niche premium wholesale model targeting the same chef customers as Shrub.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shrub.london
• LinkedInlinkedin.com/company/shrub-provisions

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SHRUB