In just four years, Fresh Union has emerged as one of the most dynamic businesses at New Covent Garden Market. Founded in 2021 by Rob Murchison and Oscar Gomes, the company has rapidly evolved from a modest catering supplier with a single rail arch unit and five employees into a multi-division enterprise with a product portfolio of more than 2,500 lines, a 65-strong team, and an expanding fleet of branded vehicles delivering across London and the Home Counties

What began as a bold move in the 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 produce, but also for launching distinctive new brands that reflect the company’s creative energy and connection to its customers.

As you will have read on this website earlier this year, the latest move was to purchase next door neighbour Universal Gardens, rebadge that part of the business as Italian Fresh, and add specialised Italian sourcing expertise to its impressive portfolio. This strategic purchase adds to a string of ambitious initiatives that have transformed a business founded in uncertain times into a market mainstay in a relatively short space of time.

A risk that paid off

“We set the business up in May 2021 when the country was just coming out of its third lockdown,” recalls co-founder Rob, pictured above (right) with Oscar. “There was talk of another lockdown in the July, but thankfully that didn’t happen. It actually worked in our favour because so many businesses were emerging from the pandemic and trying to get back on their feet, but we were starting fresh without any baggage or debt.”

Murchison and Gomes were both well known at the Market, having spent years working for firms such as Sheringham’s and The Menu Partners. Their decision to strike out on their own reflected not just entrepreneurial ambition but also a belief in the enduring strength of New Covent Garden Market (NCGM) as a hub for London’s food trade. “We’re really keen to see the heritage of the Market continue,” says Oscar. “We want to make sure that people stay here and that Fresh Union plays an important role in the next generation of New Covent Garden.”

Their early focus was clear: high-quality products and customer service, rather than competing on price. The strategy proved successful. From a small start with a handful of core lines, Fresh Union has grown to serve more than 300 customers, ranging from chefs and caterers to hospitality groups and food retailers. Around 70% of its produce still comes directly from NCGM, reinforcing its ties to the Market community while ensuring freshness and traceability.

A team with shared values

One of the key ingredients behind Fresh Union’s success has been its team. Around 90% of its staff have previous NCGM experience, and many were friends or former colleagues of the founders. “We’re lucky,” says Gomes. “Most of our team is made up of people we’ve worked with before. They share our values and our ethos—it really feels like a family business where everyone is pulling in the same direction.”

The company’s collaborative approach extends beyond the management team. “We ask people doing every job to get involved and give feedback,” adds Rob. “Sometimes what the drivers tell us is as important as anything else. We know not everything will go right every day, but the key is to learn and improve constantly.”

That mindset has created a culture of openness and adaptability, something that has been crucial during periods of fast growth. The firm now operates from several units, including Block A1 and four rail arches, and has diversified into multiple divisions –Freshly Imported, Freshly Prepared, and a Frozen arm that was established through the acquisition of Attila Frozen Foods in December 2024.

Growth through diversification

The acquisition of Attila marked a major milestone for Fresh Union. A well-established name within and beyond the Market, Attila came with a loyal customer base and strong supplier relationships, including major brands such as Lamb Weston and Aviko. “The Attila name is well respected, and we don’t plan to change it,” says Rob. “It’s a great fit for us, and we see significant room for the frozen business to grow in the next few years.”

At the same time, Fresh Union’s Freshly Imported division has expanded its reach through international sourcing trips. The founders have visited Peru, Turkey, Costa Rica, Belgium and Italy - often on government-funded trade missions – to build direct relationships with growers and exporters. “We’re always looking for new options that set us apart,” says Rob, who just got back from Fruit Logistica in Berlin with the team. “Travelling to meet suppliers has been a great way to find the right partners.”

One of the most notable outcomes of this global outreach has been the creation of Avoluscious, 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.

“When we met the grower in Peru, we realised he was a great match for us - similar in size and with the same commitment to quality,” says Oscar. “We developed the product together, and he now supplies us exclusively. It’s worked really well; Avoluscious has been a big hit.”

The success of Avoluscious has encouraged the company to keep developing new lines and exploring further brand opportunities. “We add new lines every week,” says marketing and procurement lead Leila Gomes. “We’re bringing more of our preparation work in-house and looking at launching additional own brands - prepared mangoes are next on the horizon.”

Playful, cheeky, and authentic

The most recent addition to Fresh Union’s portfolio is the launch of FU We Make Juice, a cold-pressed juice brand that has already attracted attention for its bold personality and commitment to freshness. Produced and bottled on-site at the Market using fruit sourced entirely from Buyers’ Walk, FU We Make Juice represents both a product innovation and a statement of intent.

Described as a “passion project” by Cherrie Murchison, who developed the brand and its identity with the in-house team, the range currently includes lime, lemon, apple and orange juices, with pineapple joining the line-up shortly. Each juice is produced using cold-pressing methods that preserve natural flavour without added sugar or concentrates.

“We’re really excited,” says Cherrie. “It’s totally natural and very sweet. We’ve kept the process simple because freshness is everything to us. We could pressurise it and extend the shelf life, but we’d rather prioritise taste. It only lasts six days, but the flavour makes it worth it.”

Every aspect of FU We Make Juice reflects the Fresh Union ethos – locally sourced ingredients, attention to detail, and a strong sense of fun. The bottles and labels are all UK-made, and the branding has been designed to resonate with the company’s chef-driven customer base. “We’re trying to give our brand a new personality that reflects who we are and who we serve,” says Cherrie. “It’s playful, cheeky, and irreverent. We’re having fun with it.”

The market has responded enthusiastically. Within its first month, 60% of Fresh Union’s 300 customers had already bought the juice, which has proved particularly popular with bars and restaurants using it for cocktails. “The feedback has been very positive,” says Cherrie. “It looks great on the counter and people love the story behind it.”

Rebrand supports strategic direction

The launch also coincided with a wider rebrand of Fresh Union’s identity. The company’s delivery vans are being wrapped in new, humorous designs that reflect the light-hearted tone of the juice brand, while still embodying the professionalism and quality that underpin all its operations. Front and centre of the rebrand have been two unmissable pink vans that have been running routes for the last few months, with liveries featuring playful messages and

intriguing visuals; eye-catching enough to stop pedestrians mid-scroll and make drivers do a double-take. It’s marketing on wheels, but with Fresh Union’s trademark wink.

The redesign is more than a visual upgrade, it’s a statement, says Cherrie, who again led the creative direction. “Fresh Union vans are on the road every day, delivering premium produce and goods to partners who expect the best. So, the company asked itself a simple question: If we’re going to be out there every single day… why not do it in a cool, cheeky way?”

Ernesto Hernandez, Transport Manager, adds: “We wanted our vans to reflect the energy, personality, and confidence of Fresh Union. We work hard, we deliver excellence, and we do it with personality. The new design celebrates that. It’s bold. It’s fun. And it shows that being the best doesn’t mean being boring.”

“We want people to notice us and know who we are, of course,” explains Cherrie. “But we also want to put a smile on people’s faces. We have had so much great feedback - the clients love it and have all had a good laugh about it, which means it is serving its purpose already. We want to give lots of people a reason to talk about, understand and remember us and we will be converting more of the vans in our fleet to this livery during 2026.”

Staying grounded

Despite its rapid expansion, Fresh Union remains deeply rooted in the values of the Market. Its team of buyers - led by longtime Market man Bogdan - work six days a week to secure the freshest and best quality products. The company’s continued investment in the Market community is also reflected in its future plans. Applications are already in place for units in the penultimate phase of the NCGM redevelopment, scheduled for occupancy in early 2027.

“To be honest, the redevelopment hasn’t affected us as much as we thought it might,” says Oscar. “Parking’s been manageable, and we’re looking forward to the new space. Our Freshly Prepared unit is already busy, so the extra capacity will make a big difference. We have no intention of leaving the Market - this is where we belong.”

The founders’ dedication to NCGM’s ecosystem - its traders, suppliers, and traditions - is matched by their modern, forward-looking business model. “We deliver six days a week, but we work seven,” says Rob with a smile. “It’s no different for anyone else in the Market - we love market life.”

Quality, community and curiosity

At its core, Fresh Union’s success is about people and purpose. It’s about a shared belief in quality over quantity, in building trusted relationships, and in embracing change without losing sight of where you came from. Whether it’s sourcing guacamole from Peru, developing a playful new juice brand, or expanding into frozen foods, every move reflects a balance of ambition and authenticity.

“We’re constantly looking for opportunities,” says Rob. “But whatever we do next, it will always come back to the same principles: quality, service, and people. That’s what Fresh Union is built on.”