Fresh Union, one of the fastest growing businesses at New Covent Garden Market, has strengthened further as neighbouring firm Universal Gardens joins the group, forming a new specialist importer, Italian Fresh.

The company, which was founded in 1999 and predominantly serviced Italian restaurants with fresh produce from Italy and around the world, has joined the Fresh Union group – based in the arches at the Nine Elms market. The newly integrated firm has been renamed Italian Fresh and former owner Alessandro Assenza will continue to run day-to-day affairs and focus entirely on produce from some of the world’s best growers in his native land.

Oscar, Alessandro and Robert on Buyers' Walk

The strategic move brings together sourcing expertise with Fresh Union’s strong logistical infrastructure, said Fresh Union co-owners Oscar Gomes and Robert Murchison. “All customers of Universal Gardens have become customers of Fresh Union and this will open more doors, expand opportunities and strengthen our ability to bring exceptional fresh, frozen and ambient Italian products to even more kitchens across the UK,” they explained. “We’ve added a huge range of amazing flavours that will sell well not just to customers focused on Italian cuisine, but to restaurants serving all different types of cuisines.

“Because Universal Gardens was literally next door to us, we haven’t had to make many changes at all so far. As well as providing an extended range to a larger external customer base, we’re going to wholesale top quality product from mainland Italy and Sicily to the market, using the experience and expertise of Alessandro and his family to source the best of the best.”

Alessandro described the transition as “an important step that allows us to grow while staying true to our values”. He added: “Joining Fresh Union gives us the support and resources to serve our customers better than ever.”

In a message to those customers, the Assenza family expressed gratitude for the loyalty shown over the years. The move to Fresh Union Group, they noted, would provide more capacity, more ambition, and even more great ingredients. As Alessandro put it: “The same people. The same quality. Now with even more to offer.”

Another step forward

This represents another step forward for Fresh Union, which in the last 12 months had already expanded its team by more than 30% to 65 people, launched several new brands into the market, including its very own cold-pressed juice, and revamped its branding to stand out from the crowd.

Two unmissable pink vans have been running routes for the last three 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, said Cherrie Murchison, who 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, added: “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,” explained Fresh Union’s Cherrie Murchison. “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 people a reason to talk about, understand us and remember us and we will be converting more of the vans in our fleet to this livery in 2026.

“Last year was very busy, but great fun – we’re all excited to see what the next 12 months bring!”