The Emergence of the Digital Chef, Courtesy of FruitandVeg.co.uk

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Some business sectors have grasped the internet nettle faster than others. Early adopter and industry supplier fruitandveg.co.uk is paving the way for the online catering revolution and welcoming a new breed of digital chef.

FruitandVeg.co.uk Fruit and Vegetable Wholesaler

Because we understand that chefs are usually always short of time we've designed an elegantly simple ordering, pricing and invoicing system that removes all the usual hassle and stress

Fruit and Veg has been in the catering business for almost 100 years, operating out of London's New Covent Garden Market. But they've shed their traditional barrow boy image in favour of a sleek new operation that takes all the hassle out of buying, while hanging on to family values.

Director and family member Daniel Ox, recent winner of a coveted BT Essence Young Entrepreneur Award, explains. “We've served some of London's leading restaurants and businesses for decades. But we realised that we had to change to survive in an increasingly competitive market. More than ever these days, time is of the essence. We had to move online.

So we looked at a selection of systems already on the market. We soon realised that most online offerings were far too complicated and, as a result, the take up rate for chefs was very low indeed. To meet demand head on we designed and developed our own system. It's as easy as booking a flight on Easy jet!”

Fruitandveg.co.uk delivers more than 1500 products including wholesale fruit, wholesale vegetables, nuts, salads, herbs and spices, mushrooms, dairy, frozen and prepared produce. It's a one stop shop open 6 days a week, delivering right across the South of England. Chefs can order as late as 1am for same day delivery. They only have to deal with one supplier. They get one simple monthly invoice. They can order online or take the traditional route and order by phone, fax or answer phone too.

“Because we understand that chefs are usually always short of time we've designed an elegantly simple ordering, pricing and invoicing system that removes all the usual hassle and stress” adds Ox. “Our vegetable wholesaler and fruit wholesaler web portal is one of the first to allow chefs to order easily online, direct from their computer, laptop, blackberry or PDA, whether from the kitchen or at home, anywhere on the planet!”

Chef Steve Walpole, Executive Chef for BA and Consultant Chef to fruitandveg.co.uk , agrees. “I love the way it's so easy to order and the personal touch fruitandveg.co.uk delivers is something really special. Their market report supports up to date availability beautifully, which is totally essential for creating menus and planning budgets.”

About Fruit & Veg
Established for almost 100 years and still operating from London’s New Covent Garden Market, Fruit and Veg is a leader in fine fresh produce delivery to the UK catering trade. With a simple online ordering facility, chefs and purchasing managers can now order and arrange delivery of all of their produce quickly and easily, from a range of more than 1500 products. Innovation, product quality and service are considered to be the core value of Fruit and Veg. These core values are the reason they supply some of the UKs very best establishments.

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Daniel Ox
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