About Us

Our Aim

"Amazing Fresh focuses on the British roots of our business and during the summer months we aim for in excess of 80% British produce."

Our History

       Amazing Fresh (www.amazingfresh.co.uk) is part of our fresh produce company Williams of London. (www.williamsoflondon.co.uk) We select the freshest seasonal produce from our very own farm in Cambridgeshire, selected British Red Tractor assured growers and established farms from around the world. Based in central London, we consolidate a huge range of products for Michelin Star restaurants, leading hospitality outlets and now direct to your door.

      Our understanding of the growing seasons and the critical supply chain delivers a best in class product, ideal for you to create amazing meals at home.

      We remain one of the oldest businesses in New Covent Garden market, ( www.newcoventgardenmarket.com) continually developing and in 2012 we were proud suppliers to the London Olympics.