Who we are

You’ll notice right away that Fresho has been designed for fresh food suppliers and their customers.

The easy-to-use platform is built around the unique needs of seafood, meat, and fruit and vegetable wholesalers. They use it to manage orders, picking, delivery, invoicing and payments – either as a standalone solution or integrated into finance, ERP, logistics or other systems. 

Every month, Fresho is trusted by thousands of these fresh food suppliers to manage billions of dollars in orders from tens of thousands of chefs, foodservice outlets and hospitality venues. 

Our industry knowledge and input from customers have helped us keep things simple – across ordering, picking, delivery, invoicing and payments. 

The result? Well-designed tools that are as easy to use on the warehouse floor and in the back office as they are on the road.  And for chefs and restaurant owners, Fresho makes it easy to see pricing and specials, and to track orders and invoices, in one place.

A successful 2022 capital raise has driven international growth and funded product expansion into areas including payment automation. 

From regional headquarters in Melbourne and London, and with staff located internationally, our team guides and supports users in Australia, the UK, Ireland, the United States and New Zealand.

And customers tell us that it’s the Fresho team – with their passion and dedication – that makes transitioning to efficient, online order-to-payment processes one of the best decisions they have made for their businesses.

Our Leadership Team

Since being founded by James Andronis and Huw Birrell, Fresho has become a leading online order management platform in Australia and the UK, with growing businesses in other markets. 

James’ 15 years’ experience in running one of Australia’s leading seafood wholesalers, and Huw’s background in tech entrepreneurship and international finance led them to see an opportunity to revolutionise how fresh food wholesalers and their customers work together.

The Leadership team, below, is supported by a Board rich in international experience, gained in leadership and non-executive roles across a range of sectors.

James Andronis

Co-Founder & Chief Executive Officer

James has over 20 years’ experience in the food industry, having been a Director and CEO of Clamms Seafood, one of the largest processors and distributors of seafood in Australia.

Huw Birrell

Co-Founder & Chief Operating Officer

Huw co-founded Fresho and has a passion for fresh food. Previously, he worked with a number of startups and was in Investment Banking for a several years in Australia and South America.

Sarah Rumbold

Director, Fresho NZ

Prior to joining Fresho as General Manager of NZ, Sarah worked in Communications & Marketing for 15 years and was also a part-owner of two restaurants in Auckland.

Warren Oliver

Chief Technology & Product Officer

Warren manages our Product and Engineering teams, providing a comprehensive view of product, emerging technologies and customer experience. He is experienced in delivering solutions across sectors including FinTech and MedTech.

Steve Jones

Global Sales Director

Steve leads our global sales team. Prior to joining Fresho, he successfully scaled two B2B SaaS businesses.

Nick Beattie

Global Enterprise Director

Nick heads our Commercial Team and spends his time working with wholesalers to demonstrate how Fresho can save them time and money. He spent the previous decade in Europe, running a successful International Trade business.

Fresho Team - Marketing Director - David Koopmans

David Koopmans

Marketing Director

David leads the marketing team, with a focus on building the brand and generating demand for Fresho. David has a long career in driving growth for B2B and SaaS companies, in particular into international markets.

Sebastian Smart

Director, Fresho UK

Prior to taking up the position of General Manager of Fresho UK, Seb spent three years running Fresho Australia's implementation Team. Seb has over 10 years of food industry experience.

Fresho Team Member Lisa Miles Heal

Lisa Miles-Heal

Growth Advisor

Lisa is a technology and commercial leader, experienced in scaling SaaS businesses to $50m+ in ARR, exceeding Rof40 targets and increasing their global presence. As CEO of (Visma-owned) Silverfin she spends her time between the UK and Belgium and advises Australian and NZ businesses on growth.

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