Of course, a new positioning needs a new name. One that tastes like progressive modernity.
UpFresh is a combination of ‘upward’ and ‘fresh’. It emphasises the positive and constructive attitude of the fresh food expert. UpFresh thinks ahead, in terms of fresh food, smooth orders, and even smoother deliveries, smart distribution, the right support for the right people, etc. Head up, shoulders straight, and do what you do best.