LONDON, UK. March 24th, 2026 – Produce Network, a London-based members-only wholesale supplier of premium fruit, vegetables, herbs, and specialty ingredients, has launched a capacity-controlled membership model designed to replace the unreliable, opaque supply arrangements that have long defined London’s wholesale produce market.
Founded by Muhamed Selmani, the company delivers European-sourced produce six nights per week within contracted delivery windows, with pricing locked monthly, quality specifications defined by the chef before the first order, and every service commitment written into a membership agreement — not left to informal promises.
In a sector where late deliveries, opaque pricing, unannounced substitutions, and unreachable customer support have been accepted as standard, Produce Network’s proposition is deliberately structural: limit the number of kitchens served, guarantee performance contractually, and build the technology to make those guarantees operationally enforceable.
“We built Produce Network because London’s best kitchens deserved a wholesale partner that would actually keep its promises — and put those promises in writing,” said Muhamed Selmani, Founder and Chief Executive. “The membership model is deliberate. We would rather serve a smaller number of kitchens exceptionally than a large number adequately.”
How the Membership Model Works
Produce Network operates a tiered membership structure serving single-site independent restaurants through to multi-site hospitality groups. All members receive produce delivered overnight within a contracted delivery window, with an 11pm cut-off for same-day order adjustments. Pricing is locked monthly with no hidden surcharges and delivery included as standard.
Chef-defined quality specifications and substitution preferences are established before the first order is placed. Members choose whether the company should auto-substitute equivalent items, call for approval, or apply credit only — eliminating the unannounced substitutions that represent one of the most persistent frustrations in kitchen procurement.
Purpose-Built Technology
Unlike most wholesale suppliers — many of whom still take orders by phone or handwritten note — Produce Network has built a proprietary operating system from the ground up. The platform manages the complete order-to-delivery cycle: client ordering portals, automated invoicing, real-time inventory tracking, purchase order generation, goods receipt, pick-and-pack workflows, dispatch verification, proof of delivery, and integrated payments.
Every order passes through a structured commit-point cycle with exception handling and non-conformance reporting built in at every stage. For member kitchens, this means a dedicated portal replacing the phone calls and WhatsApp messages most London kitchens still rely on for their most critical daily procurement.
“Every restaurant in London has a story about the 6am scramble — the missing delivery, the phone call that goes to voicemail, the substitution nobody agreed to,” Selmani continued. “We designed a system where those stories belong to the past.”
About Produce Network
Produce Network is a London-based members-only wholesale supplier of premium fruit, vegetables, herbs, and specialty ingredients serving restaurant, hotel, and catering members across Central and Greater London. Membership is capacity-controlled to protect service standards.
Visit producenetwork.co.uk
ENDS