Fresh Direct appoints Andy Pembroke as managing director

Sysco Great Britain has appointed Andy Pembroke as the new managing director of Fresh Direct, the foodservice fresh produce wholesaler.

Peter Jackson, CEO of Sysco in Great Britain, explained: “Our fresh business is one of the key pillars to Sysco’s future growth and success in this country and having Andy at the helm of Fresh Direct is the perfect fit to lead the company in the next stage of its development. Fresh produce, meat and fish are integral to our customers’ menus and Andy has a very clear vision for how we can add value to that process.”

Pembroke has been with Fresh Direct for more than 10 years, having previously held senior roles in supply chain and manufacturing and most recently as Fresh Direct’s sales director and has been credited with creating a more focused, customer-first proposition, helping customers to navigate the challenges of the pandemic, Brexit and cost-of-living crisis.

Pembroke said: “Sysco’s fresh businesses have adapted brilliantly through the pandemic and are now leading the way through the new challenges that the foodservice sector is facing. Whether it’s staff shortages, menu simplification or cost control, we’ve been identifying the products and services that make a real difference to customers while delivering excellent levels of service.

“Fresh Direct is made up of passionate and knowledgeable individuals who are central to our plans to continue innovating our fresh offering to our customers. Moving forward, we will look to continue that journey, focusing on the customer at every stage in the supply chain, working with selected partnership suppliers who support us to deliver quality, fresh products from Britain and beyond.”