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§ Private Profile · Melbourne, Australia
AI-based order management platform for fresh food wholesalers, enhancing collaboration and processing orders with precision.
Fresho is an artificial intelligence-based order management platform that enables fresh food wholesalers to operate more efficiently and collaborate directly with their restaurant customers. Operating under a SaaS business model that generates subscription and usage-based revenue, the company has processed over 30 million total orders since its launch, including 10 million transactions within the past year alone. The enterprise has raised $50 million in total venture capital funding to date, which includes a recently closed and oversubscribed $17 million Series B financing round. This recent investment was led by Geoff Tarrant, who subsequently joined the board of directors, and the capital will be utilized to fund expansion into the United States market alongside further artificial intelligence development. Fresho was founded in 2015 by James Andronics and Huw Birrell, who serve as Chief Executive Officer and Chief Operating Officer.
Fresho has raised $23.0M across 3 funding rounds.
Fresho has raised $23.0M in total across 3 funding rounds.
Fresho has raised $23.0M in total across 3 funding rounds.
Fresho's investors include Andrew Sypkes, Capital Zed, Primorus Investments, SecondQuarter Ventures, Square Peg Capital.
Fresho is a Melbourne-based technology startup founded in 2015 that provides an AI-powered software platform for fresh food wholesalers and distributors, automating ordering, warehouse management, invoicing, and delivery to replace manual processes like emails and texts.[1][2] It serves seafood, meat, and produce wholesalers as well as restaurants, solving inefficiencies in overnight order processing, excess inventory, and food waste—achieving up to 40% waste reduction in some cases while processing over 30 million orders since inception (10 million in the past year).[1][2] With $50 million in total funding, including a $17 million Series B in November 2024 that valued it at $120 million, Fresho demonstrates strong growth momentum, expanding from Australia and New Zealand to the UK, Ireland, and planning US operations by 2025.[1][2][3]
Fresho was co-founded in 2015 by James Andronis, a seafood wholesaler with deep industry experience, and Huw Birrell, a tech entrepreneur, who identified the chaos of manual order handling in fresh food wholesale—floods of unstructured communications processed overnight for next-day deliveries.[1][2] The idea emerged from Andronis's firsthand frustration with outdated systems, leading to a platform that digitizes and AI-optimizes the supply chain for perishable goods like seafood, meat, and produce.[1][2] Early traction built quickly through proven efficiencies, culminating in funding rounds: an earlier $14 million raise backed by Canva investors, £8 million Series A in 2022 for UK/US plans, and the recent $17 million Series B led by Payapps co-founder Geoff Tarrant, bringing total capital to $50 million (noted variably as $27 million in some records).[1][2][3]
Fresho rides the wave of AI-driven supply chain digitization in food and agriculture, targeting a traditionally manual sector plagued by waste (global food waste exceeds 30% of production) and margin pressures amid labor shortages.[1][2] Timing aligns with post-pandemic supply disruptions and sustainability mandates, where platforms automating perishables logistics become essential as wholesalers face adoption barriers like tech resistance but benefit from rising demands for efficiency.[2] It influences the ecosystem by setting a B2B standard for fresh food—similar to e-commerce for groceries—enabling global expansion (Australia/NZ to US/UK) and attracting top investors like Canva backers, potentially accelerating industry-wide tech adoption.[1][2][3]
Fresho is poised to dominate fresh food wholesale software with US expansion by 2025, leveraging enhanced AI for deeper automation and marketplace features amid growing e-commerce in B2B food supply.[1][2] Trends like AI forecasting for perishables, regulatory pushes for waste reduction, and skills gaps will propel it, evolving its influence from regional disruptor to global leader—potentially mirroring Canva's path with its investor ties. As it scales beyond 10 million annual orders, expect partnerships with major distributors and further valuation growth, redefining efficiency in an industry ripe for transformation.[1][2]
Fresho has raised $23.0M across 3 funding rounds. Most recently, it raised $17.0M Series B in November 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Nov 26, 2024 | $17M Series B | — | — | Announced |
| May 1, 2022 | $3M Series A | Andrew Sypkes, Capital ZED, Primorus Investments, SecondQuarter Ventures | Square PEG Capital | Announced |
| Feb 23, 2022 | $3M Venture Round | — | — | Announced |