Fresho
Creating an annual industry report that became a market intelligence staple
Conceived, built and launched a first-of-its-kind industry report for the fresh produce sector
Delivered across two markets – UK and Australia – from year one
Became an annual programme, returning for a second year
Combined proprietary platform data with original wholesaler and chef research
Coverage across trade and industry press in the UK, US and Australia
Amplified by the Fresh Produce Consortium to their industry audience
Fresho is a leading order management platform built for fresh food wholesalers – bringing ordering, picking, delivery, invoicing, and payments into one system for thousands of suppliers managing billions of dollars in orders every month. Operating across Australia, the UK, Ireland, the US, and New Zealand, Fresho had a powerful story to tell. But like many technology businesses, they needed help turning their proprietary data into something the industry would take notice of.
They approached Stark to help them create market intelligence reports for the UK and Australian fresh produce sectors – combining Fresho's unique platform data with on-the-ground insights from wholesalers and chefs in both markets, and positioning Fresho as a genuine thought leader across two of their key geographies.
The approach
We developed the concept, structure, and editorial approach for the Fresho Fruit & Veg Report from the ground up – conducting interviews with wholesalers and chefs, analysing proprietary Fresho platform data, and weaving both into a compelling, fully designed market intelligence report. We delivered the UK report first, before expanding the programme to Australia.
Alongside report development, we managed the full media and distribution campaign – writing press releases, developing pitch angles, and securing coverage across trade and industry press in both markets. We also created social media content to amplify the report's reach and drive downloads among Fresho's target audience of wholesalers, foodservice operators, and potential platform customers.
The programme worked well enough that Fresho came back for more – and what started as a single UK project became an annual report across two markets.
The results
Coverage landed in Food Manufacture, Fresh Produce Journal, and FPC FreshTalk in the UK, with further coverage secured in Produce Business in the US and interest from ABC in Australia. Social content generated strong engagement across Fresho's LinkedIn and Instagram channels, with the Fresh Produce Consortium amplifying the report to their own audience of industry professionals.
Most importantly, the report established a repeatable template for data-driven thought leadership – a tangible, annual asset that continues to drive Fresho's visibility and credibility in both markets.
