Our business has adapted to thrive in a dynamic, fast-moving market

Great tasting fruit is at the heart of everything we do. We work with Waitrose & Partners to understand and surpass the expectations of their customers. We achieve this by working closely with our talented network of growers - sourcing the highest quality fruit all year round.

What we do

The broad range of fruit categories we supply to Waitrose & Partners means we work with growers from all over the world to deliver great tasting fruit throughout the year.

The Primafruit site is based in the Vale of Evesham, a central hub for agriculture. Here we have a dedicated pack house, chilled storage and ripening chambers. Apart from direct deliveries, all fruit comes to the site which is accredited to the BRC AA* Global Standard for Food Safety and Soil Association organic certification.

In 2005 we were acquired by Fresca Group Ltd – a privately-owned holding company with interests across the UK fresh produce sector. We still operate independently, but with the support and network that Fresca provides to help us continue our growth.

Our people

We're proud that Primafruit is a great place to work and we encourage our employees to learn, develop and progress within our business. Not only do we have great facilities for employees, but also an employee engagement team who are the voice for our workforce and the driving force behind our Values In Action employee awards.

There is a social committee to ensure it’s not all work and no play, and to ensure we are a genuine support for our local community. We have a high retention of staff and are regularly presenting length of service awards for employees working 10, 15, 20 and for some as long as 30 years with us. We are always on the lookout for people who are willing to learn, have high standards and who want to further their career in a successful business.

Working with Waitrose & Partners

Primafruit has been supplying Waitrose & Partners since 2008. It was apparent from the outset that we shared a passion for supplying great tasting fruit, and our refreshing approach soon led to rapid expansion into different fruit categories.

In 2015 an ongoing, long-term contract was created which further strengthened our relationship.  The benefits of this include greater efficiency and transparency, while security and longevity of the contract allows for innovation and investment, development of grower relationships and sustainability programmes.  This contract was re-signed in 2022. 

Our suppliers

The growers we work with share our passion for great tasting fruit. We prioritise long term relationships – just like our relationship with Waitrose & Partners, we work and grow together through continuity of supply.

Wherever possible we work with Waitrose & Partners to support grower-based projects. These range from agronomy innovations such as the tree hog device to social-based projects through the Waitrose & Partners Foundation and Fairtrade, benefiting the communities in the areas where our fruit is grown.

We are always available to talk too if you would like to discuss new opportunities, whether in varietal development or new packaging innovation.