A new company says that it is pioneering a revolutionary way of supplying fresh fruit and vegetables from Italy direct to British customers.

Antonio Vurchio, managing director of Lovepuglia, says savings of about 20% can be made by cutting out UK-based suppliers and buying direct from the producers. It also saves time and means that produce arrives even fresher, Vurchio said.

At present, he is supplying high-profile foodservice clients such as Jamie Oliver and the River Café who buy a wide range of seasonal crops, difficult to source.

Whole or part pallets made up from 150 items are available at wholesale prices shipped from Italy.