Get to know our Awards Champion, Fieldfare

We are thrilled to announce that the Farm Shop & Deli Retailer Awards are championed by Fieldfare, a family owned business based in Kent that started over 40 years ago. Fieldfare supplies delicious premium loose frozen food to farm shops, garden centres and independent stores across the UK and a perfect partner for the Retailer Awards.

Following the success of the 2024 Retailer Awards, we’re excited to announce Fieldfare will be championing the Awards for the next three years and we hear why from Matt Whelan, Managing Director at Fieldfare; “It is an honour to be involved in these important awards and to meet so many of the incredibly passionate and dedicated people behind the businesses that entered this year. We have been impressed by the exceptionally high quality of the entries and look forward to supporting our industry colleagues by continuing to champion the Farm Shop and Deli Retail Awards again next year, and beyond.”


Fieldfare supplies loose premium frozen foods to farm shops, delis and independent stores. The family-owned business was founded over 40 years ago in the beautiful Kent countryside. Fieldfare’s simple but highly effective business model offered shoppers ‘scoop your own’ loose frozen fruit and vegetables, meaning that shoppers could get the very best quality produce all year round and in the exact quantity they needed. No more, no less.

The range now includes over 95 premium frozen products, from loose produce through to delicious pastries, award-winning desserts, fish and meat lines, as well as individual meal-makers, all carefully selected for quality and easy to prepare. With changing household dynamics and shopper habits, Fieldfare’s proposition has never been more relevant than now. Offering consumers the option to choose exactly what they want and as much as they want perfectly addresses the need of today’s shopper.

In the past year, Fieldfare has won over 15 awards for its products and was named one of the UK’s 50 fastest growing brands by Alantra / The Grocer – the only independents supplier brand on this year’s list.

To find out more about Fieldfare and their amazing range of products, please visit their website by clicking HERE.