Food Point Produce Ltd

What Food Point Produce Ltd does

Food Point Produce Ltd is a London-based B2B fresh produce wholesale supplier serving 600+ professional kitchens across London and the M25 corridor. Founded in 2016 by Stefano as a private limited company in England and Wales, the business sources and distributes over 2,000 product lines spanning fresh produce, dairy, dry goods, frozen items, exotics, and prepared produce. Notable volume indicators include 5,000+ tonnes of baby potatoes and 40+ tonnes of lemongrass sourced annually, reflecting both commodity and specialty produce capabilities. The company operates from New Covent Garden Market, the UK's primary fresh produce wholesale hub, and serves restaurants, hotels, schools, care homes, and other foodservice operators through a dual-channel model combining field sales for multi-site enterprise accounts with self-serve digital ordering for smaller professional kitchens.

The business operates a proprietary technology stack consisting of two integrated platforms: Grownet, a B2B operating platform, and Colab, an ordering application for customers. These digital tools digitize the procurement workflow, embedding Food Point into daily ordering routines. Delivery operations utilize GPS-tracked vehicles with temperature monitoring, suggesting logistics infrastructure integrated into the platform architecture.

The revenue model combines transaction-based pricing for standard orders with volume-based contracts for larger accounts. Customer acquisition relies on field sales targeting multi-site operators and the Colab app for smaller accounts. The company is founder-owned with no disclosed external funding, indicating growth has been funded organically through operations, which constrains the pace of expansion but signals operational discipline.

Name

Food Point Produce Ltd

Legal name

FoodPoint Produce Ltd

Website

https://foodpointproduce.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Food Point Produce Ltd is a London-based B2B fresh produce wholesaler serving 600+ professional kitchens across London and the M25 via its proprietary Colab ordering app and Grownet platform, operating from New Covent Garden Market with 2,000+ product lines.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

akta.pro secondary industry

Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)

Keywords

• Fresh produce wholesale
• B2B food distribution
• Restaurant produce supply
• Speciality produce sourcing
• Professional kitchen delivery

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh Produce Sales: FoodPoint generates revenue through the sale of fresh produce, dairy, dry goods, frozen products, and specialty items to professional kitchens. Customers place orders through the Colab app with midnight cutoff (Monday-Saturday) for next-day delivery. Revenue is transaction-based, with pricing varying by volume and contract terms. Multi-site operations receive volume-based negotiated pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

FoodPoint is a B2B fresh produce wholesaler that sources fruit, vegetables, dairy, herbs, exotics, micro herbs, mushrooms, frozen lines, dry goods, and prepared produce daily at New Covent Garden Market and delivers them next-day to professional kitchens across London and the M25. Customers order through the proprietary Colab app (iOS/Android) or via WhatsApp with a midnight cutoff Monday to Saturday, and receive 2,000+ product lines on a single delivery with a single invoice, supported by GPS tracking, cold chain temperature monitoring, and a no-substitution-without-contact policy.

Product overview

FoodPoint is a B2B fresh produce wholesale supply platform for professional kitchens, built around its proprietary Colab ordering app and Grownet operating platform. The core offering is over 2,000 product lines across fresh fruit and vegetables, dairy, herbs, exotics, micro herbs, mushrooms, frozen, dry goods, and prepared produce — all sourced daily at New Covent Garden Market and delivered to kitchens across London and the M25 via a single supplier, delivery, and invoice. The product portfolio spans 16 sub-categories including Baby Vegetables (800+ tonnes of baby carrots annually), Dairy (featuring Cacklebean free-range eggs and Oatly Barista milk), Exotics (50+ specialist lines including fresh turmeric, galangal, and 40+ tonnes of lemongrass per year), Micros & Cresses (from Westlands UK), Mushrooms, Frozen (including Koffmann chips), Vegetables (60+ lines), Salads, Dry Goods, Herbs, Prepared Produce, and Miscellaneous. Supporting services include Monthly Market Reports with seasonal supply intelligence and a Seasonal Calendar download. Orders are placed through Colab (iOS/Android), tracked via GPS, and managed alongside invoicing in one system — all powered by the Grownet platform.

Differentiator

Problem solved

Functional benefit

Brands

• Colab: FoodPoint's ordering app available on iOS and Android. Allows kitchens to place orders, track deliveries, manage invoices, and check live stock availability.
• Grownet

Products and services

• FoodPoint Wholesale Produce Supply B2B wholesale supply of fresh produce and ancillary foods to professional kitchens across London and the M25. Orders placed by midnight (or 3pm for schools) Monday to Saturday, with next-day delivery before kitchen service opens, minimum order £50 and free delivery over £50.
• Colab Ordering App Proprietary mobile application for iOS and Android that lets professional-kitchen customers place orders, check live stock availability, track deliveries in real time via GPS, and manage invoices digitally. Powers the customer-facing side of the Grownet platform.
• Grownet B2B Operating Platform Custom B2B operating platform that powers FoodPoint's warehouse, route planning, and logistics operations. Connects purchasing at New Covent Garden Market, stock control, dispatch, GPS-tracked delivery, and invoicing across all customer accounts and enables Colab's customer-facing features.
• Baby Vegetables Wholesale baby vegetables including baby carrots, baby courgettes, baby corn, baby leeks, and baby potatoes, graded for consistent sizing before leaving the warehouse and supplied by the case with annual volumes of 800+ tonnes baby carrots, 600+ tonnes baby courgettes, 350+ tonnes baby cucumbers, and 5,000+ tonnes baby potatoes.
• Fresh Fruit Wholesale fruit range covering strawberries, citrus, stone fruit, berries, tropicals, and melons. British-grown produce available in season, with select lines sourced from Annabel's Deliciously British for premium British strawberries.
• Dairy and Eggs Wholesale dairy range including Cacklebean free-range eggs, full-fat and semi-skimmed milks, Oatly Barista alternative milk, double cream, whipping cream, crème fraîche, salted and unsalted butter, and a full cheese range including burrata, stracciatella, pecorino, feta, and mozzarella.
• Exotics Specialist exotic produce lines held as standard daily stock, including fresh turmeric, galangal, kaffir lime leaves, lemongrass (over 40 tonnes annually), pandan leaves, banana leaves, curry leaves, specialist chillies, lotus root, daikon, and mooli. Over 50 specialist lines available to all customers.
• Micros and Cresses Micro herbs and cresses sourced from British specialist grower Westlands UK, including coriander micro, peashoots, red amaranth, watercress, and tendril peashoots. Available by punnet or box with consistent sizing and precise harvesting.
• Mushrooms Wholesale mushroom range including button, chestnut, oyster grey, portobello, enoki, shimeji, and shiitake available daily, with mixed wild mushrooms subject to seasonal availability sourced through New Covent Garden Market.
• Frozen Produce Frozen produce range including peas, sweet corn, garden fruit, and Koffmann chips in classic, thin, and sweet potato frites cuts, delivered on the same vehicle and order as fresh produce with no separate account.
• Vegetables Over 60 wholesale vegetable lines covering roots, brassicas, alliums, and prepared options, available daily by the case.
• Salads Wholesale salad leaves including cos, little gem, lollo rosso, iceberg, rocket, baby spinach, and mixed leaves, sourced daily.
• Dry Goods Wholesale dry goods and catering staples including Heinz, Hellmann's, Maldon, Koffmann, oils, tins, and sauces — 40+ products available on the same delivery as fresh produce with no separate account.
• Fresh Herbs Fresh herbs by bunch or box including basil, parsley, coriander, thyme, mint, rosemary, chives, dill, and tarragon.
• Prepared Produce Prepared and pre-processed produce lines including peeled carrots, carrot batons, and sliced onions that reduce prep time for care home and high-volume kitchen operations.
• Monthly Market Reports Monthly fresh produce market intelligence reports published by FoodPoint covering what is thriving, what is short, what is expensive, and practical menu planning guidance, based on direct grower conversations, daily market intake, and live order data from New Covent Garden Market.
• Seasonal Calendar Downloadable PDF seasonal produce availability guide helping professional kitchens plan menus with confidence and adapt as availability changes.

Quantifiable outcome

• 600 professional kitchens across London and M25 trust FoodPoint
• +3 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and key.

• GrownetcoreTechnology or Integration · 1 January 2023Grownet is FoodPoint's custom B2B operating platform launched in 2023. It connects purchasing at New Covent Garden Market, warehouse management, order picking, route planning, delivery tracking, and invoicing into a single system. Colab is the customer-facing interface built on this platform.
• Westlands UKkeyStrategic or Co-development PartnerWestlands UK grows speciality produce for professional kitchens: micro leaves, edible flowers, cresses, and speciality tomatoes. British grown, focused on flavour, quality, and traceability. FoodPoint supplies Westlands lines directly to kitchens across London as a preferred sourcing partner.
• Annabel's Deliciously BritishkeyStrategic or Co-development PartnerAnnabel's Deliciously British focuses on premium British strawberries and seasonal fruit grown with care. Sustainability and quality run through everything they produce. FoodPoint sources select fruit lines for consistent flavour and reliable availability across the season.
• CacklebeankeyStrategic or Co-development PartnerCacklebean provides high welfare, free range eggs with consistent quality and performance in service. Cacklebean eggs are a non-negotiable line for kitchens that do not compromise on what goes into the plate. They appear on every FoodPoint price list.

Scale indicators6 records

Recent moves10 records

Expansion highlights4 records

Broad incumbents

• Sysco: World's largest foodservice distribution company and parent of Brakes Group in the UK. Overlaps at the broadline foodservice distribution level; relevant primarily as a benchmark for scale, digital ordering investment, and competitive pressure on regional specialists like FoodPoint.
• Brakes Group: UK's largest broadline foodservice distributor, supplying restaurants, pubs, hotels, schools and care homes across the country. Overlaps with FoodPoint's full range (fresh, frozen, dairy, dry goods) but operates at much greater scale and breadth, lacking FoodPoint's specialist produce and tech-led ordering.
• Bidfood: Major UK foodservice distributor serving caterers, restaurants, and public-sector kitchens nationwide. Directly comparable customer base to FoodPoint, with overlapping product categories (fresh, frozen, dairy, ambient), though typically less specialist in fresh produce sourcing and exotics.
• Dole plc (formerly Total Produce): Global fresh produce giant with significant UK foodservice and retail supply operations. Comparable as a fresh-produce-led B2B supplier, but at vastly greater scale and with global sourcing — a long-term structural competitor rather than direct day-to-day rival.

Emerging players

• Oddbox: UK surplus and seasonal produce delivery company serving both consumers and businesses, including restaurants. Overlaps with FoodPoint on direct-to-kitchen fresh-produce delivery and London customer base, but with a 'rescue/surplus' angle and a different value proposition.
• Misfits: UK produce-rescue business supplying surplus fruit and vegetables to consumers and businesses, including restaurants. Adjacent to FoodPoint's B2B fresh-produce model with a sustainability-led angle, increasingly competing for restaurant produce spend in London.

Direct peers

• JJ Food Service: UK online foodservice wholesaler with its own ordering platform serving restaurants, takeaways and caterers. Closely mirrors FoodPoint's model of digital self-serve ordering, multi-category catalogue, and direct delivery — though JJ's assortment leans more ambient/frozen than fresh produce specialist.
• Cotswold Fayre: Fine food wholesaler distributing speciality and ambient lines to independent restaurants, delis, and farm shops across the UK. Overlaps with FoodPoint on premium/speciality range and independent-restaurant customer base, though more ambient-focused and broader-geography.
• Fresh Direct (UK): UK foodservice fresh-produce specialist supplying restaurants, pubs, hotels and contract caterers with fruit, vegetables, dairy and chilled products. Closely comparable in customer base and product mix, though broader national footprint than FoodPoint's London-only operations.
• Turnips (London): Long-standing London-based fruit and vegetable wholesaler supplying restaurants and hospitality operators, also operating from New Covent Garden Market. Most directly comparable peer in terms of fresh-produce focus and London geography, though with less proprietary tech emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Food Point Produce Ltd