What we do
Welcome To Vitafresh Produce
If you’re a grower, we’ll strategically place your products into the complex UK wholesale and foodservice landscape. If you’re a buyer, we’ll plug you into our worldwide network of outstanding growers, and the assortment of high quality, flavourful produce they harvest.
With strategically located sales offices, and grower relations, staff positioned to make the right connections, we add value to every transaction. Logistics, quality assurance, programs, marketing support and more, a partnership with Vitafresh is a partnership you can count on.
Our team of professionals are intimate with your needs and consistently strive to meet and exceed those expectations. Get in touch with us today to experience excellent quality.
HOW WE DO IT
Logistics, quality assurance and marketing
Simply put, we make sure that the best fruits and vegetables from around the globe make their way to the United Kingdom. We accomplish this by partnering with the best growers and working with produce buyers to streamline the complex transaction of bringing product to market.
Growers
If you are a grower and would like to learn more about what it means to partner with Vitafresh Produce, please check out our growers section.
Buyers
If you are a produce buyer and want to find out how Vitafresh Produce can help you maximise your sales, have a look at our buyers section.
Our Team
Enthusiastic individuals working for extraordinary results. We do everything with our core values of honesty, hard work and trust.
Daniel Badger
Daniel is the Managing Director and Founder of Vitafresh Produce. Daniel has worked in the Fresh Produce industry for over eighteen years.
Having worked for major importers in both Procurement and Sales roles, Daniel had a vision and decided to start Vitafresh Produce. A forward thinking company sourcing a range of top quality fresh produce from around the world supplying some of the best companies in the Fresh Produce Industry both in the UK and Europe.
Daniel's passion for the trade and the knowledge he possesses in the sector has seen Vitafresh thrive in what has been a difficult trading landscape with Brexit and the COVID pandemic. Daniel's strength and resolve combined with his leadership qualities sees Vitafresh continue to expand and grow links with customers and suppliers through out the world.
Daniel is a keen runner and has taken part in many races in the UK and abroad from 5k races to marathons including completing an Iron Man competition in an excellent time.
Harvey Cleeton
Harvey is our Head of Business Development and has over twenty five years experience in the Fresh Produce Industry.
Having worked for large produce importers in Sales and Procurement roles for much of his life combined with the industry knowledge and expertise he possess play a major part in the growth of Vitafresh. Through experience Harvey has helped cement relationships between Suppliers, Hauliers and Customers around the world and displays the drive and determination needed to push the business forward.
Harvey's knowledge of the Salad trade will see him working on his newest project heading up Vitafresh's Salad department which combined with Vitafresh's current range will give our Customer base a complete offer.
Harvey enjoys football both playing and watching and likes to spend time with his friends and family.
Daniela Ivanova
Daniela is our Head of Purchasing with years of fresh produce buying experience. Daniela comes from a retail supply background and her understanding of the trade and the need for accuracy and information is essential. Time zones, quality, exchange rates, logistics and weather patterns all play a major part in supply and Daniela's expertise is the perfect link between our Suppliers and Sales Team.
Daniela's hard work and commitment ensures that our customers are supplied with the best quality at the fairest of prices with the continuity that our customers need.
Daniela enjoys keeping fit and attends the gym on a regular basis and likes to spend quality time with her friends and family
Tim Morris
Tim is our Head of Sales and brings to the business a wealth of experience having worked as a Salesman in Cardiff Wholesale market for eight years and owning his own catering business for fifteen years prior to this this.
Tim's extensive knowledge of the trade allows him to maintain the high service levels that our customers require. Tim's customer care and friendly approach make it a joy to work with Vitafresh. Tim's commitment to his work ensures that our customers receive the highest of standards from start to finish.
Tim is a keen Mountain biker and enjoys walks with his family in the picturesque Brecon Beacon mountain range in Wales.
Sustainability
We’re prudent about the resources we use. We’re mindful about how we live and work. And we care about our neighbours, our colleagues, and the places we grow. But like every facet of the fresh produce business, we understand that there is room for continued growth and improvement in this area too.
We believe that sustainability is not an obligation, but an opportunity.
We support growers who excel at managing the environmental and social aspects of their business through the implementation of new technologies, best practices, and socially responsible certifications that ultimately contribute to the viability of their operations and the communities in which they operate.
