What Christmas really looks like in the fresh produce sector

As supermarkets fill their shelves with festive favourites for Christmas dinners across the country, the fresh produce sector is working tirelessly behind the scenes to make sure customers and consumers alike receive the highest-quality vegetables at a fair and reasonable price.

This is one of those moments when the supply chain must operate flawlessly, under increased pressure and tighter timeframes. The festive season is far from downtime for us at MWW. Instead, it’s a time when our team comes together to maintain momentum, keep deliveries on track, and prepare for the year ahead.

Planning is key

Long before December arrives, teams across the business are already planning for the Christmas rush. Forecasts are challenged, logistics capacity is secured, and conversations with growers and customers become more detailed. The aim is simple: keep fresh produce moving safely, consistently and with care, when it matters most.

From our technical teams working closely with growers, to transport planning, quality checks and warehouse operations running extended hours, Christmas brings every part of the business together.

People and quality first

MWW has been sourcing and producing fruit and vegetables since 1964, and it’s our commitment to people and quality that has taken us to where we are today. But this mindset becomes especially important at Christmas.

Our relationships with growers, logistics partners and customers are built on trust we’ve developed over many seasons, not just one busy week once a year. When challenges arise – be it the great British weather, a sudden spike in demand or tight delivery times – it’s those relationships that allow us to have honest conversations and create practical solutions.

The festive season also highlights how important people are to the fresh produce supply chain. Many of our colleagues work unsociable hours so that produce reaches shelves and customers on time. Drivers, warehouse teams and operational staff carry a significant responsibility, often while balancing their own family commitments and Christmas preparations. It’s their professionalism and pride in doing things the right way that keep the chain moving.

As our Executive Director, Parveen Mehta said:

“Christmas is one of the most intense periods in our calendar, but it also shows what the business is really built on. Good planning, strong relationships and people who care about getting it right. That doesn’t happen by chance – it comes from shared values and long-term thinking.”

Looking forward to the new year

Christmas marks a natural moment to look ahead, and even during the busiest weeks, planning continues for 2026.

We continue to invest in systems, strengthen partnerships, and identify areas where the business can grow responsibly. For us, growth is not just about scale, but about doing things better, supporting the wider supply chain, and creating opportunities for people and partners to develop with us.

As the year draws to a close, we are proud of the collective effort that keeps everything moving, and not just at Christmas, but 365 days a year.

In fresh produce, the work never really stops – it simply moves forward.