Fresho Competitive Intelligence & Landscape

Fresho (fresho.com) is a leading software provider for the fresh food industry, specializing in order and operations management systems for wholesale businesses [https://fresho.com/]. Headquartered in Australia, with its principal place of business at Central House, 101 Moray St, South Melbourne Victoria 3205, Fresho provides an easy-to-use platform that brings together orders, picking, deliveries, invoicing, and payments into one comprehensive system [https://www.fresho.com/privacy-policy]. This platform is specifically designed for seafood, meat, and fruit and vegetable wholesalers, aiming to increase efficiency and help businesses scale [https://www.fresho.com/us/about-us].

The core products and services offered by Fresho include Fresho Operations, which manages an entire wholesale operation for better efficiency and visibility, encompassing online ordering, inventory management, pricing and margins control, delivery management, invoicing and payments, and reporting. Additionally, Fresho OrderPilot utilizes AI to automate order entry at scale by connecting to existing systems [https://fresho.com/]. The company’s mission is to help fresh food wholesalers reduce manual administration, cut down on errors, and streamline their entire business process, ultimately leading to happier customers and business growth [https://fresho.com/].

Fresho serves a target market of fresh food wholesalers and their customers, including tens of thousands of chefs, foodservice outlets, and hospitality venues. Thousands of suppliers globally rely on Fresho to manage billions of dollars in orders every month [https://www.fresho.com/us/about-us]. The platform can function as a standalone solution or integrate with existing ERP, finance, and logistics tools, providing flexibility for its users [https://www.fresho.com/au/about-us].

Fresho has been recognized for its innovation, with its AI Order Entry being a winner in the AFR Innovation Awards and its founders, James Andronis and Huw Birrell, named among the Top 100 Innovators of 2025 by The Australian [https://www.fresho.com/resources/company-news]. The company emphasizes deep industry knowledge and hands-on support for its users, providing a simple, reliable, and purpose-built platform for the fresh food business [https://www.fresho.com/supplier/platform][https://www.fresho.com/compare/fresh-computer-systems-vs-fresho].

Fresho (fresho.com) offers a comprehensive Order & Operations Management System designed for fresh food wholesalers, encompassing online ordering, inventory, pricing, delivery, invoicing, and reporting [fresho.com]. The platform's pricing is tailored, starting from $327, and is determined by specific business needs and feature requirements, such as managing a full operation or integrating AI-powered order capture with OrderPilot [fresho.com/supplier/pricing].

Fresho provides flexible pricing to suit any business structure, centralizing product, pricing, and margin control, and protecting profits through automated margin management [fresho.com/supplier/platform/pricing-margins].

The Fresho platform includes various features to streamline operations. Its Order Management capabilities allow customers to place orders online for free, consolidate all orders in one place, and potentially increase basket sizes [fresho.com/supplier/platform/order-management]. For deeper integration, OrderPilot can connect to existing systems to automate order entry at scale using AI [fresho.com]. The company emphasizes its commitment to supporting customer relationships by offering private product lists and custom pricing, without price comparisons between suppliers [fresho.com/compare/upstock-vs-fresho].

Fresho provides various support and onboarding options to ensure a smooth transition and ongoing success. Service plans, including Basic, Essential, Standard, and Premium tiers, offer different levels of support, such as 24/7 live phone support, email and Messenger support, priority responses, and access to HelpHub articles [fresho.com/supplier/support]. Onboarding also includes dedicated launch specialists, marketing materials, and training sessions, with options like Essential, Standard, and Premium (Onsite) plans to accommodate diverse business needs [fresho.com/us/supplier/onboarding].

Fresho (fresho.com) maintains a commitment to growth and continuous learning, as evidenced by its dedicated careers pages for both the United States and New Zealand https://www.fresho.com/us/careers https://www.fresho.com/nz/careers. The company emphasizes a diverse work culture where employees are encouraged to thrive. This strategic focus on team development and a global presence suggests an ongoing investment in its workforce to support its international operations across Australia, the UK, Ireland, the United States, and New Zealand https://www.fresho.com/us/about-us.

The availability of a "Connect" option on their careers site allows individuals to express interest even if a direct opening isn't listed, pointing to an proactive approach in talent acquisition https://careers.fresho.com/connect. The company's leadership team is supported by a board with extensive international experience, further underscoring a strategic vision for global expansion that necessitates a robust and skilled team https://www.fresho.com/au/about-us.

While specific details on recent hiring trends or layoffs are not explicitly provided, the presence of job openings such as a Customer Experience (CX) Specialist suggests a focus on strengthening customer support and engagement https://careers.fresho.com/jobs/5808364-customer-experience-cx-specialist. This aligns with Fresho's core offerings of an order and operations management system designed for improved efficiency and customer service, indicating that hiring is aligned with enhancing their platform and user experience https://fresho.com/. The company's continuous product news, which highlights upgrades like AI order entry, also implies a need for skilled personnel to support technological advancements https://www.fresho.com/resources/product-news.

Fresho, founded in 2015 by James Andronis and Huw Birrell, is a significant player in the wholesale fresh food industry, offering an order and operations management system. The company processes US$3 billion in orders annually, with an order placed on their platform every 3.5 seconds. They serve approximately 65,200 venues, demonstrating substantial market penetration in countries like Australia, the UK, New Zealand, and the United States [https://fresho.com/]. Their platform helps automate various aspects of wholesale operations, including online ordering, inventory management, pricing, delivery management, and invoicing, which contributes to increased efficiency and reduced errors for their customers [https://fresho.com/].

Fresho has successfully secured substantial funding to support its growth and expansion into new markets and technology investments. The company raised $10 million in a Series A funding round, aimed at accelerating its expansion plans in the US and UK markets and promoting more sustainable food supply chains [https://www.fresho.com/resources/company-news/fresho-secures-10m-funding-for-expansion].

Following its Series A, Fresho further strengthened its financial position by raising $17 million in Series B funding. This capital injection is intended to facilitate the company's expansion into additional markets and increase its investment in artificial intelligence (AI) technology, such as their OrderPilot system, which automates order entry [https://www.fresho.com/resources/company-news/fresho-raises-17-million-series-b-round-to-expand-its-menu]. The company's financial health is also supported by its ability to help clients improve cash flow and manage credit risk through streamlined invoicing and automated payment systems [https://www.fresho.com/supplier/platform/invoicing-payments].

Fresho (fresho.com) actively engages its audience and industry professionals through a variety of webinars, covering crucial topics for food wholesalers. These online events provide valuable insights and practical applications of Fresho's solutions. Past webinars have included discussions on "Skip your Credit Checks with Automated Payments," featuring Peter Marinos of Big Michael's Fruit & Veg, and "Operational Excellence in Food Wholesale," which included insights from Rob Burton of Rushtons The Chefs' Greengrocer and Dan Mergard of Foskers Fresh [https://www.fresho.com/resources/webinars].

Fresho also hosts webinars demonstrating how its technology addresses specific industry challenges. For instance, a webinar titled "Effortless inventory for fresh food wholesalers" showcased the Fresho Inventory Management system, focusing on the unique inventory hurdles faced by fresh food businesses [https://www.fresho.com/resources/webinars/effortless-inventory-for-fresh-food-wholesalers]. Additionally, Fresho has presented on the role of AI in improving operational efficiency and customer service for food suppliers, providing a live demo of its AI tool that processes various order inputs into sales orders [https://www.fresho.com/us/resources/webinars/how-ai-is-helping-food-suppliers-improve-operational-efficiency-customer-service].

Beyond general industry topics, Fresho participates in focused partnerships and related webinars. For example, a collaboration with South Coast Systems (Dimension Pro), specialists in the meat industry, led to a webinar offering "5 Free Tips to Run a More Successful Catering Butcher." This session featured speakers Steve Jones from Fresho and Luke Carter from South Coast Systems [https://hello.fresho.com/dimension-partnership-0].

Fresho aims to share insights through these monthly webinars, addressing key pain points within the food industry, as part of their commitment to sharing knowledge from their growing network [https://www.fresho.com/us/resources/company-news/fresho-hits-major-milestone-200-fresh-food-suppliers-in-uk-ireland].