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 Paisawala fresh4u CEO
Fakhruddin (Danial) Paisawala


Hatim Raja

Sourcing and Sales Director

Join us in forging a path towards a greener, more connected, and electrifying future.

Our Values

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Client Obsessed

Love seeing our clients happy

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We are built on trust

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Environment & Diversity

For this generation, and the next

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Making new products accessible to the UK market

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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.

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