Croydon-based Freshfields Market is a family-owned business founded by Benedict Selvaratnam, with a mission to deliver fresh, high-quality food and drink to the local community and beyond. Established in 2017, the business has quickly grown into a trusted name for premium groceries, including fresh produce, craft beers and international foods.

With a focus on creating an upscale yet approachable shopping experience, Freshfields Market operates both a physical store and an online platform to reach customers locally and nationwide. The business currently employs 9 team members, who are integral to the store's operations and its commitment to excellent customer service. The team works collaboratively to maintain a high standard of freshness, quality, and innovation, making Freshfields Market a cornerstone of the local retail scene.

Digital Challenges

In recent years, Benedict had realised that Freshfields Market was missing out on digital opportunities and that his team lacked the technical skills to maximise the business's online presence, which meant they were struggling to attract new customers beyond the local community, and their social media engagement and marketing efforts weren't converting effectively.

Operationally, the business was challenged by manual processes, from inventory management to order fulfilment, which were impacting their efficiency. Benedict was aware that they had limited tools to analyse customer data, which made it hard to tailor their product offerings and marketing strategies. He explains that his decision to join the LONDON E-Business Support Programme with Start Up Croydon, "felt essential to modernizing our business. It was an opportunity to build a stronger online presence, automate systems, and adopt smarter digital strategies to keep up with customer expectations and grow sustainably.

Business Growth

Through the programme, Benedict was able to gain valuable 121 advice and guidance on all aspects of digital marketing, SEO and automating systems, he explains, "Our Adviser, Adam Pavitt, helped us identify gaps in our online strategy and provided hands-on support in creating a more robust e-commerce platform." As a result, he says, "We implemented automated inventory systems, enhanced our website's SEO, and streamlined our social media marketing, leading to a more engaging online presence."

These changes have had a significant impact - enhancing business efficiency, which has, in turn, freed up time for the workforce to focus more on customer service and product quality. Benedict says, "We've seen a notable increase in online sales and expanded our customer base beyond our local area. Turnover has grown, and we've even added a team member to manage online operations. Overall, the programme has transformed Freshfields Market into a modern, customer-focused business that's better equipped for the future.

Future Plans

Benedict is focusing on expanding both the in-store and online offerings and is currently waiting on the completion of a new site in Croydon, to which the online operations of the business will be moved. The plan is to optimise Freshfield Market's e-commerce platform, enhance social media presence, and invest in Al-driven tools to provide personalised shopping experiences. Additionally, Benedict says, "We are exploring partnerships with local producers and sustainable suppliers to support eco-friendly practices. Ultimately, our goal is to establish Freshfields Market as a trusted household name across the UK, known for quality, community, and innovation."

Reflecting on the impact of the support the business received, Benedict says:

"The LONDON E-Business Support Programme has been a game-changer for Freshfields Market. The guidance we received on SEO, automation, and digital marketing helped us transform our online presence and reach new customers far beyond our local community. The results speak for themselves - our sales have grown, operations are more efficient, and we're better equipped to meet the demands of a modern retail environment. It's been a turning point for our business."