A counter worth crossing
the street for
Display-grade fruit & veg for independent greengrocers — delivered before you open, six days a week
For greengrocers
Stock that sells on looks alone
Your customers buy with their eyes before they buy with their wallets. That's why we grade every crate at goods-in for the counter, not just the kitchen — bold colour, consistent sizing and shelf life that lasts the trading day. Order by midnight on WhatsApp, delivered UK-wide by 9 AM on our own refrigerated fleet, from a £300 minimum.
Display-grade
Built for the shelf
Produce that survives the display
Restaurant-grade and display-grade are not the same thing. A chef trims; your customer judges the whole piece in the hand. So our goods-in team checks every line against a counter standard — uniform sizing that stacks cleanly, colour that carries across the shop, and firmness that holds from open to close.
What arrives at 9 AM was on the market floor hours earlier, which means the shelf life is yours to sell, not lost in someone else's warehouse.
Browse the range
Exotics & Specials
Stand apart
New lines the supermarket won't stock
The multiples compete on price. You compete on the counter — and nothing draws a second look like a line nobody expected. Dragon fruit, fresh turmeric, Alphonso mangoes in season: our buyers work UK and European importer networks nightly, so there is always something new to headline the front of the shop.
Spotted something a customer keeps asking for? Message the sales desk and our traders will source it to order — often for the next morning's delivery.
See the exotics
Trade Pricing
Margin first
Priced for your margin, not our list
Every account gets per-customer pricing agreed with a trader who knows your book and your volumes — because a greengrocer's margin is made at buying, not at the till. And with the depot trading six nights a week, you can buy little and often instead of deep and hopeful, cutting waste without ever running the counter empty.
Approved accounts can spread payment with iwoca trade credit, keeping cash in the shop while the stock turns.
Open a Trade AccountWhy Vala Fresh
What the counter gets out of it
Graded for display
Every crate is checked at goods-in against a counter standard — consistent sizing, bold colour and shelf life that lasts the day.
Six-nights-a-week fresh
Order by midnight, restocked by 9 AM. Buy for the day's trade, not the week's guess — less waste, fuller shelves.
Margin-friendly pricing
Per-customer trade pricing agreed with a trader who knows your volumes, plus iwoca trade credit for approved accounts.
Order after you cash up
Send tonight's list on WhatsApp — text, voice note or a photo of the whiteboard. The sales desk answers 24/7, in any language.
Ready when you are
Tomorrow's counter, ordered tonight
Say hello on WhatsApp, get approved the same day, and have your first delivery on the doorstep before you turn the sign to open.