Our Brands
Since 2021, Fresh Union has emerged as one of the most dynamic businesses at New Covent Garden Market. The company has rapidly evolved from a modest catering supplier with a single rail arch unit and 5 employees into a multi-divison enterprise with a product portfolio of more than 2500 products, a 65+ strong team and an ever expanding fleet of branded vehicles delivering across London and the Home Counties.
What began as a bold move in an uncertain, post-pandemic trading environment, has developed into a market success story driven by quality, innovation and a strong sense of community.
Today, Fresh Union is not only known for its diverse supply of fresh, frozen, and prepared produced but also for launching distinctive new brands that reflect the company’s creative energy and connection to its customers.
Fresh Union comprises of three, soon to be four unique brands, Attila Reserve (Frozen), Avoluscious (Avocado Pulp), FU We Make Juice and soon, Italian Fresh.
Fresh Union also comprises of two companies, Freshly Imported and Freshly Prepared.
Find out more about each of our brands and companies below.
The aquisition of Attila marked a major milestone for Fresh Union. A well-established name within and beyond the New Covent Garden Market, Attila came with a loyal customer base and strong supplier relationships, including major brands such as Lamb Weston and Aviko.
Avoluscious is Fresh Union’s first proprietary brand. Developed through an exclusive partnership with a Peruvian avocado grower, Avoluscious is a chunky guacamole product that has quickly become popular among the company’s sushi and poke clientele.
A new additional to Fresh Union’s portfolio is the launch of FU We Make Juice. A cold-pressed brand that has already attracted attention for its bold personality and commitment to freshness.
Produced and bottled on-site at New Coven Garden Market, using fruit sourced entirely from Buyer’s Walk. FU We Make Juice represents both a product innovation and a statement of intent.
Italian Fresh, previously named Universal Garden, has officially become part of the Fresh Union Group. Together, we’re combining the specialist knowledge and sourcing expertise of Universal Garden with the scale, efficiency, and logistics power of Fresh Union.
Through this integration, it means our customers will have access to wider products, our delivery performance will be improved, ongoing personal support and the same exceptional Italian products which are now backed by a stronger operational foundation.
Fresh Union’s Freshly Imported division has expanded its reach through international sourcing trips.
The founders, Oscar and Rob, have visited Peru, Turkey, Costa Rica, Belgium and Italy to build direct relationships with growers and exporters.
Freshly Preparedoperates as the specialised processing division within the Fresh UNion Group, delivering high-precision, ready-to-use fruit and vegetable solutions for foodservice, hospitality, and food manufacturing environments. Our production facility is designed to handle high volumes while maintaining strict quality, hygiene, and traceability standards across every stage of preparation.
We offer a full spectrum of technical cuts, including:
Diced, Cubed, Shredded, Sliced & Julienne, Peeled & Trimmed