Nature's Choice is a well-established wholesale distributor of fresh produce, with firm roots in New Covent Garden Market. Since 1997, our family-owned and run business has been supplying some of London's most prestigious events, restaurants, bars, hotels and nightclubs. We also supply chilled, prepped and frozen produce, sundries such as specialist oils and dried goods, exotics and dairy. Consolidating orders such as dairy and fresh means our customers can save time as well as reducing their carbon footprint.
Here at Nature's Choice, we are committed to sourcing the finest produce available which has been grown using the most sustainable methods. We pride ourselves on working closely with our growers and farmers, helping them devise growing plans and operating in the most environmentally-friendly ways possible. As well as working closely with our growers, we reflect this by working alongside our customers too so that their needs are met every step of the way.
Our warehouses are fully temperature-controlled with a warm room, freezer room and cold rooms. We also have a separate juicing room. An array of juices are made to order by dedicated members of our team and have proved hugely popular with all our customers. Customers are always welcome to visit our premises to see for themselves exactly what we can offer.
All of our systems and procedures conform to the highest BRC accreditation, giving our customers confidence that we are operating to the highest standards. We also offer advice to our customers on seasonal availability, price fluctuations and potential shortages, so menus and events can be pre-planned, bearing all these factors in mind. Our ultimate goal is to give customers what they want, when they want it.
We are also the main distributors within the South of England for Andros (a subsidiary company of Bonne Maman) supplying frozen purees, compotes and fruits, The Avocado Company (a subsidiary company of Fresca Group) and Westlands, the leading growers in the country of micro herbs.
Martin’s knowledge of the industry goes way back to the age of 13 when he started working after school at a Greengrocers shop in Baker Street. He ventured onto market stalls before setting up his own company, Get Fresh in 1991, which was rebranded to Nature’s Choice in 1997. Since then Martin has driven the rapid expansion to the successful company it is today. Martin’s real passion is ensuring that his customer is the priority, first and foremost. He thoroughly enjoys working directly with customers, growers and farmers so he can achieve the best service for everyone. Martin oversees the growth of the business which is reinforced by the dynamic and innovative team he has behind him today.
Tony is a third generation greengrocer. At the tender age of 10, he started learning the ropes at weekends whilst working on his father's stall on Portobello Rd in Notting Hill. Forty years on and with a hefty ten of those supplying restaurants, Tony joined Nature's Choice in November 2015. He likes being at the cutting edge of seasonality, seeing the produce change through the year and being able to buy the best for our customers.
Vernon is the relative newcomer to Nature's Choice, bringing 15 years of experience as a restaurateur and 13 years' experience as a grower and interfacer between the kitchen and field. He loves searching for new or old varieties of produce and spends time searching his way through seed catalogues to see what new and wonderful things we can grow. He has worked with a network of farms across the country developing growing plans, harvesting programmes, working on sustainability issues and new growing methods. His aim is to deliver produce which has been harvested, pulled, plucked or dug within 24 hours so the chefs have a fantastic raw ingredient which needs a minimal amount of preparation.
Fiona started her career at Diageo (formally Guinness) at the age of 18, starting in the Sales department as PA to Sales Director, moving onto PA to Managing Director. In 1996, Fiona met Martin and within a year, they started Nature’s Choice together. Fiona manages the financials, human resources and IT. Her knowledge and expertise has greatly contributed to the continued growth and strategic development of the business. Fiona works closely alongside Liz Dykes, Martin’s sister, Sales Ledger Controller and Tracy Simpson, Credit Controller.
Sales Operations Manager
Rafal started his career at one of the Citicorp branches in Poland at the age of 21 within their Sales and Customer Services department. After graduating at the age of 25 with an MA in Finance and Banking, Rafal moved to London and started his career in the wholesale business, working as an Office and Sales Administrator. In April 2016, Rafal joined Nature's Choice as Sales Operations Manager, bringing his business knowledge and wealth of IT with him and is a core member of the Sales Team.
Warehouse Operations and Logistics Manager
Since a young boy, Nick has always been involved in fruit and vegetables, helping his father, Tony, to run their family stall in Portobello Road on Saturdays. Nick went on to study at Southampton Solent University where he achieved a degree in Sports Science. His real passion led him back towards his father’s business where Nick worked for 3 years, prior to joining Nature’s Choice in November 2015. Nick has been a key member of the team since joining Nature’s Choice and continues to add value to the business.
Jess has been in the fresh produce industry for over 10 years and now works within our marketing and social media department. Working with everyone throughout the chain from the grower to the chef, she understands the ins and outs of what makes the digital world of fresh really stand-out. Being able to liaise directly with our farmers and our customers, she has a unique position when it comes to highlighting exactly what we do, how we do it and getting that information out to the right people in fun and interesting ways.
Growers & Partners
Building on its passion for quality fruit and on its long experience which took shape at the beginning of the twentieth century, Andros now makes a whole range of fruit ingredients for pastry and desserts professionals, branded Andros Chef: frozen purees, compotes & fruits. All product lines benefit at best from Andros’ expertise in fruit sourcing and processing.
Fresca formed The Avocado Company in 2017. Their focus is on driving forward category performance for customers, sourcing quality fruit that’s sustainably grown and handled in the most efficient, shortest supply route possible. The company is opening new, exciting sources of avocados, working in partnership with growers around the world. Ripening expertise is key to delivering against customer expectations of quality, so investment in ripening and packing capacity is supporting The Avocado Company’s rapid growth.
Emerging from traditional salad and leaf growing, Westlands now pioneer speciality leaf and growing techniques using cutting edge technology and hydroponics. They are the largest British commercial grower of Microleaf, speciality cress, edible flowers, samphire and other sea vegetable crops, watercress and speciality tomatoes.
Based in Kent, this farm is home to some of the best quality top fruit and soft fruit the UK has to offer. Spanning over 20 acres, the orchards house apple, pear, quince, medlar and stone fruit trees and when the warmer months greet us, there are bushes laden with blackberries, strawberries, raspberries, gooseberries, loganberries, blackcurrants and redcurrants.
Located in the heart of Worcestershire, the farmers at Tythe Barn are renowned for their top-class husbandry, growing techniques and dedication to sustainability and the environment. Due to all this, this cooperative grow some of the freshest, tastiest, most ecologically-friendly produce out there.
Pierre is passionate about ingredients and where they come from. He believes that all should have access to the best available produce. He recognises the importance of working closely with innovative growers and producers who can assure a quality that is second to none. All this has led to a development of products which he believes to be the best and are now available through Nature's Choice.
Established over 10 years ago in the Vale of Evesham, Oaklands fruit farm specialises in the production of high quality strawberries, with a production season starting in April and continuing through until October. The fruit is picked daily to capture the best ripe flavour and quality. We are honoured to be working with some of the most highly-regarded experts when it comes to the horticulture of soft fruit.
Terms & Conditions
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