Australia-headquartered wholesaler order management platform Fresho has struck its second UK deal in as many weeks with the acquisition of Freshmetrics.
The Birmingham-based ERP software specialist supports fresh produce and foodservice distributors across the UK with order management.
Founded and run by CEO Gordon Wilcox and director Jon Shakespeare, Freshmetrics uses its advanced ERP, stock control, logistics and order management platform to help food distribution businesses manage inventory, reduce waste, handle route planning and streamline warehouse and distribution operations.
Freshmetrics will continue to operate as a standalone entity, with no changes to customer contracts, support arrangements or day-to-day operations, with Wilcox and Shakespeare remaining at the business.
The deal follows the acquisition by Fresho of Nation Wilcox earlier this month. It brings the group’s total UK customer base to more than 500 businesses and gives it £2.5bn in annual gross merchandise value (GMV).
Fresho said it was on a mission to modernise an industry that had historically been underserved by technology, “bringing much-needed consolidation to a fragmented market”.
Founded in Melbourne in 2015 by Huw Birrell and James Andronis, Fresho has grown to support wholesalers across Australia, New Zealand, the UK, Ireland, Singapore and the US.
Freshmetrics customers will gain access to Fresho’s AI-powered order capture tool OrderPilot, which converts incoming orders into ready-to-pick sales orders, reducing errors and freeing up time across the business. Further integration – including payments and additional workflow tools – is planned over time.
“Joining Fresho is an exciting moment for Freshmetrics and for our customers,” Wilcox said. “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.”
Jamie Foale, general manager of UK & Ireland at Fresho, added: “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 keep investing in the tools that will help them improve how they run their businesses.”
No comments yet