Who we are

Our story

It was 2016 when we realised we had the power to revolutionise the ordering process for food wholesalers, as well as reduce food waste. We just had to create the state-of-the-art technology that would make it possible.

Our founders have many years of experience in the wholesale food industry, having spent time wearing aprons and stacking fridges themselves. We understand the time constraints and operational issues that food businesses experience every day and wanted to provide an online solution to alleviate these pressures, while reducing costs and food wastage at the same time.

It’s this experience and understanding that allows us to work with partners to simplify ordering and create a competitive edge. This isn’t the future, this is now.

Our purpose

Around the world, roughly one third of the food that is grown, caught and manufactured ends up as wastage. That equates to 1.3 billion tonnes in the food industry alone each year. And that doesn’t sit well with us. That’s why reducing food wastage is at the heart of what we do, and what drove us to create our industry-leading technology.

Through our simple, automated, paperless software we help food businesses like yours become more efficient, saving time and money and reducing wastage at the source.

Our Team

Huw Birrell

Co-Managing Director

Huw co-founded Fresho and has a passion for fresh food. Prior to starting at Fresho, Huw worked with other startups and was in Investment Banking for a number of years in Australia and South America.

James Andronis

Co-Managing Director

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.

Nick Beattie

Growth Director

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

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.

Perryn Fowler

Chief Scientist

Perryn is a hands-on software architect with more than 20 years’ of experience. He spent much of his career consulting for Accenture, Object Consulting and Thoughtworks, where he specialised in using Agile techniques to build highly effective software delivery teams at clients ranging from start-ups to large enterprises. In recent years he has focussed on early stage start-ups and their journey to mature, scalable and sustainable businesses.

David Corbett

Chief Technology Officer

David is a CTO with more than 20 years of experience in the IT industry who is passionate about building technology teams for fast-growing SaaS companies. He has spent much of his career growing startups across New Zealand, the USA, and the UK into successful, mature, scalable, and sustainable businesses.

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.

Matt Travers

Product Director

Matt is a product and marketing leader with a track record building successful digital businesses in Europe and Australia. He was VP Product at leading German marketplace Scout24 and held key product roles in REA Group’s scale-up phase.

Haley Andronis

Customer Experience Director

Haley is responsible for Fresho’s Customer Service Team and makes sure all partners have a great experience using the platform. Haley worked in administration at Clamms Seafood before joining Fresho and she also has a Bachelor of Law.

Joe McArdle

Launch Director

Joe’s background is in the Engineering industry, specialising in improving process efficiencies and project delivery in manufacturing and environmental services. He leads a team focused on ensuring our customers can get the most out of our software.

Fresho Team Member Lisa Miles Heal

Lisa Miles-Heal

Growth Advisor

Lisa is an experienced leader with a demonstrated history of success in growing SaaS businesses (20>120 staff & $1m>$20m ARR). After the sale of Unleashed Software, she is now supporting Fresho’s growth initiatives and its leaders on their global scaling journey.

Jeremy Sparkes

Channel Sales Manager

Jeremy is responsible for forming mutually beneficial partnerships with other software/service providers that complement what Fresho offers food wholesalers. Prior to Fresho, Jeremy was a lawyer with PwC in Melbourne and London.

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.

Ready to see how it works?