Discover the Fresh4u Story
Our Story
At Fresh4u, Fakhruddin (Danial) and Hatim, aspiring entrepreneurs discovered the world of French beans in Africa. With Fakhruddin's decade in fruit and veg and Hatim's sales background, they imported a shipment in 2009.
The leap of faith was rewarding, selling out at New Covent Garden Market and New Spitalfields Markets. Today, Fresh4u thrives as a testament to a journey fuelled by passion and a commitment to bringing you the freshest flavours.
Meet the founders
Fakhruddin (Danial) Paisawala
CEO
Hatim Raja
Sourcing and Sales Director
Join us in forging a path towards a greener, more connected, and electrifying future.
Our Values
Client Obsessed
Love seeing our clients happy
Trust
We are built on trust
Environment & Diversity
For this generation, and the next
Innovative
Making new products accessible to the UK market
At Fresh4u, our commitment extends beyond providing quality produce; we partner with the Felix Project, ensuring surplus produce finds purpose in local food banks. Committed to environmental stewardship, we recycle all food waste, cardboard, and plastic, leaving no trace in landfills.