The journey of fresh produce from farm to fork is one of the most complex supply chains in the world. Each head of lettuce, bag of salad, or clamshell of berries depends on countless moving parts: planting schedules, harvest timing, weather, cooling, transportation, warehousing, and market demand. For businesses serving consumers—whether foodservice distributors, restaurant chains, or retailers—navigating this journey can be both costly and unpredictable.
Fresh Avenue was founded to change that.
At our core, Fresh Avenue is a team of fresh supply chain experts with decades of experience spanning agriculture, sourcing, product development, logistics, and operations. We saw firsthand the challenges customers face in getting fresh products consistently and efficiently. That insight became our mission: to optimize the fresh supply chain with transparent, innovative, and customer-focused solutions.
Who is Fresh Avenue?
Fresh Avenue is not just a link in the supply chain—we are a partner at every stage. From sourcing at the field level to the final delivery, we help customers create programs that ensure efficiency, reduce risk, and preserve freshness.
Our work covers:
- Customized sourcing and growing partnerships that match customer demand with reliable, high-quality supply.
- Product development and menu innovation, bringing new value-add produce and deli salad options to meet shifting consumer tastes.
- Commercial cooling, warehousing, and consolidation services that protect product quality and maximize efficiency.
- Freight solutions for both full truckload and less-than-load (LTL) shipments, designed to streamline routes and reduce costs.
- In-market support, our signature service that ensures customers have a partner on the ground who understands and responds to their evolving needs.
This holistic approach allows Fresh Avenue to be more than a vendor—we’re a trusted advisor who helps customers simplify the complex world of produce.
Who Does Fresh Avenue Serve?
Our customers span the breadth of the fresh industry, each with unique needs but a shared goal: reliable, high-quality supply. Fresh Avenue works with:
- Foodservice distributors and broad-liners who need consistent sourcing, timely deliveries, and scalable programs.
- National and regional restaurant chains seeking innovative menu solutions and dependable supply across multiple markets.
- Retail produce and deli departments looking to meet consumer demand with flexible pack sizes, custom branding, and fresh deli options.
- Growers, shippers, and processors who want to expand their market reach through streamlined distribution.
- Logistics companies that need to expedite or optimize routes through consolidation and order aggregation.
- And any organization looking to improve the performance of their fresh supply chain—from reducing costs and risk to enhancing quality and service.
What Solutions Does Fresh Avenue Provide?
Every business is different, and Fresh Avenue designs solutions to meet those unique challenges. Our programs bring value through:
- Green Light Fresh – Our branded commodity line representing the highest standards in food safety, quality, and reliability. Green Light is customizable, with flexible pack sizes and even white-label opportunities for retailers and foodservice providers.
- Produce sourcing plans – Built around growing regions, seasons, and customer demand to ensure consistency and reduce gaps in supply.
- Value-add produce and deli salads – Convenience-driven products that allow retailers and restaurants to diversify offerings while saving on labor and prep time.
- Menu innovation and product development – Helping customers respond to consumer trends with fresh ideas that balance flavor, nutrition, and efficiency.
- Refrigerated freight solutions – From truckloads to pallet shipments, Fresh Avenue provides tailored freight programs that prioritize freshness, reliability, and cost efficiency.
- Source-based consolidation and order aggregation – Mixing loads at the source to reduce pickups, optimize routes, and improve on-time delivery metrics.
- In-market support and service after the sale – Ensuring customers have a responsive partner available at every step of the journey.
The Fresh Avenue Difference
The fresh industry moves quickly, and challenges—from weather disruptions to shifting consumer preferences—are constant. What makes Fresh Avenue different is not just our ability to respond but our commitment to anticipating needs and building solutions ahead of the curve.
Our teams bring decades of experience across every discipline of the fresh supply chain. That breadth of expertise means we understand the challenges our customers face because we’ve lived them—whether that’s managing harvests, sourcing produce across multiple growing regions, or designing logistics networks that perform under pressure.
Above all, Fresh Avenue is known for being responsive and reliable. Our customers count on us not just to deliver produce, but to deliver confidence: the confidence that shipments will arrive on time, that food safety will never be compromised, and that they have a partner who will support them long after the sale is complete.
Moving Freshness Forward
Fresh Avenue was built on a simple belief: businesses deserve a better way to manage their fresh supply chain. By combining sourcing expertise, product innovation, logistics excellence, and in-market support, we deliver solutions that don’t just move produce—they create lasting value.
In a world where freshness is everything, Fresh Avenue is the partner that helps businesses move forward with clarity, confidence, and consistency.
