Wild Rocket Foods
In 2006, Robert Langmead founded US-based Wild Rocket Foods. The company was set up to service Tesco’s North American food stores, fresh&easy Neighborhood Markets and was based in Riverside, California. The company’s location in Riverside was chosen because of its proximity to the fresh&easy distribution centre, removing most of the distribution challenge that suppliers normally face.
The aim was to set itself apart from other U.S. produce suppliers by delivering fresher goods, offering better Wild Rocket Foods supplied many forms of pre-packed and prepared produce as well as vegetable based dips and fresh fruit juices using excellent quality and natural ingredients.
In 2010, Tesco bought Wild Rocket Foods as part of its food campus strategy.
Financial Times article: Tesco takes over Fresh & Easy suppliers