Fresho buys Freshmetrics in second UK deal in weeks

Fresho has acquired Birmingham-based software provider Freshmetrics, its second UK acquisition in as many weeks.

The deal adds Freshmetrics' ERP and order management software for fresh produce and food service distributors to Fresho's wholesale technology business. It also lifts Fresho's UK customer base to more than 500 businesses with annual gross merchandise value of £2.5 billion, according to the company.

Freshmetrics serves distributors in Birmingham, London, Glasgow and Liverpool, including fresh produce wholesaler Smith & Brock. Its software supports stock control, logistics, route planning, warehouse operations and order management.

For Fresho, the acquisition follows its recent purchase of Nation Wilcox and deepens its presence in a fragmented market. The Melbourne-founded group, launched in 2015 by Huw Birrell and James Andronis, now supports more than 1,000 businesses across Australia, New Zealand, the UK, Ireland, Singapore and the United States.

Freshmetrics will continue to operate as a standalone business. Customer contracts, support arrangements and day-to-day operations will remain unchanged, while Directors Gordon Wilcox and Jon Shakespeare will remain with the company.

UK expansion

The latest transaction gives Fresho greater scale in Britain as software suppliers to food wholesalers seek a broader footprint. Freshmetrics' systems complement Fresho's order-to-payment platform, particularly in inventory management and distribution workflows.

Freshmetrics customers will also gain access to Fresho's order capture tool, OrderPilot, which converts incoming orders into ready-to-pick sales orders. Further integration, including payments and additional workflow tools, will be introduced over time, according to Fresho.

The food wholesale sector has often relied on older systems and manual processes, particularly in ordering and fulfilment. That has created an opening for specialist software suppliers offering tools for stock management, routing, warehouse administration and digital order handling.

By buying two UK businesses in quick succession, Fresho is moving to consolidate that supplier base. It argues that greater scale will help it develop more tools for wholesalers while linking ordering, fulfilment and back-office functions on one platform.

Freshmetrics' management said the deal gives customers access to a broader product set. The company has focused on fresh produce wholesalers and food distribution businesses, where inventory control and delivery logistics can directly affect waste and margins.

"Joining Fresho is an exciting moment for Freshmetrics and for our customers. This is the right home for our business and our team. Together, we can go further and faster than we could independently, and our customers will have access to a platform and a roadmap that will make a real difference to how they operate," said Gordon Wilcox, Chief Executive Officer of Freshmetrics.

Fresho's UK and Ireland leadership described the acquisition as part of a broader push to strengthen the company's position among food wholesalers of different sizes. The group has been expanding beyond order processing into adjacent operational areas used by distributors.

"We are delighted to welcome Freshmetrics to the Fresho group. This acquisition strengthens our position as the leading technology platform for food wholesalers in the UK and brings together complementary operational expertise with a modern, AI-driven platform. Together, we can serve wholesalers of all sizes across the market and continue investing in the tools that will help them improve how they run their businesses," said Jamie Foale, General Manager, UK & Ireland, Fresho.