Our Story & Sourcing Philosophy
Championing British Farm Provenance with Next-Gen Technology
Founded with a simple mission: connect the UK’s finest growers, butchers, and dairies directly with hospitality kitchens, eliminating unnecessary middle layers and logistical delays.
Rooted in Wholesale Market Excellence
Rootwills operates from the heart of Birmingham's historic wholesale trading quarter in Digbeth. Every morning at 2:00 AM, our senior buyers inspect and hand-select seasonal produce harvested from Evesham, Worcestershire, Lincolnshire, and premier continental markets.
By combining this deep produce pedigree with custom-engineered digital software, we give chefs transparent contract pricing, 1-click reordering, and live delivery status tracking that legacy wholesalers simply cannot match.
