First Choice Fruit and Produce Ltd
Registered name: FIRST CHOICE FRUIT AND PRODUCE LTD
First Choice Fruit and Produce Ltd made £19m revenue and a £537k loss in the year to 31 Oct 2024.
First Choice Fruit and Produce Ltd’s revenue fell 1% to £19m in the year to 31 Oct 2024, with a loss of £537k and 91 employees. The company is classified under “wholesale of fruit and vegetables” and is based in London; we hold 3 years of its filed accounts.
- Status
- Active
- Location
- London, London
- Age
- 24 yrs · since 2002
- Type
- Private Limited Company
Key figures
Badges are automated estimates derived from the filed figures — not statements of fact about the company.
Financial history
| Year to | 31 Oct 2022 | 31 Oct 2023 | 31 Oct 2024 |
|---|---|---|---|
| Disclosure | Full P&L | Full P&L | Full P&L |
| Profit & loss | |||
| Revenue (turnover) | £16.9m | £19.2m | £19m |
| Cost of sales | £11.1m | £12.5m | £13.7m |
| Gross profit | £5.8m | £6.8m | £5.4m |
| Profit before tax | £930k | £1.2m | −£294k |
| Profit after tax | £634k | £1.2m | −£537k |
| Profit (best available) | £634k | £1.2m | −£537k |
| Staff costs | £2.7m | £3.1m | £3.2m |
| Employees (average) | 72 | 99 | 91 |
| Ratios | |||
| Profit margin | 3.8% | 6.4% | −2.8% |
| Gross margin | 34% | 35.2% | 28.2% |
| Revenue per employee | £235k | £194k | £209k |
| Profit per employee | £8.8k | £12.4k | −£5.9k |
| Growth (year on year) | |||
| Revenue growth | — | ▲13.9% | ▼1.1% |
| Profit growth | — | ▲92.9% | ▼143.9% |
| Headcount growth | — | ▲37.5% | ▼8.1% |
| Balance sheet — indirect signals, not revenue | |||
| Cash at bank | £1.4m | £1.4m | £816k |
| Net assets | £1.8m | £2.8m | £2m |
| Fixed assets | £1.6m | £1.5m | £2.2m |
| Current assets | £5.2m | £5.5m | £4.7m |
| Debtors | £2.7m | £3.2m | £2.6m |
| Cash from operations | £1.7m | £737k | — |
| Source | FullAccounts · bulk data Jul 2024 | FullAccounts · bulk data Jul 2024 | FullAccounts · bulk data Nov 2025 |
How the business works
- Profit margin
- −2.8%
- Profit ÷ revenue.
- Gross margin
- 28.2%
- Gross profit ÷ revenue. High for software and services.
- Revenue per employee
- £209k
- Revenue ÷ average employees.
- Profit per employee
- −£5.9k
- Profit ÷ average employees.
- Cash conversion
- —
- Cash generated from operations ÷ operating profit. Needs a cash-flow statement.
- Fixed assets ÷ revenue
- 11.6%
- Capital intensity. Low = capital-light, cheaper to start.
- Deferred income ÷ revenue
- —
- Customers paying upfront (subscriptions, deposits). Approximate when combined with accruals.
- Debtors ÷ revenue
- 13.9%
- Money owed by customers. Low = customers pay quickly.
Balance-sheet signals
Year-on-year changes in filed balance-sheet items. They can hint at momentum (or investment) but are not revenue or profit and must not be read as such.
- Net assets
- ▼27%
- Now £2m
- Cash at bank
- ▼41%
- Now £816k
- Headcount
- ▼8%
- Now 91
- Deferred income
- —
- Now —
- Fixed assets
- ▲50%
- Now £2.2m
Similar profitable businesses
- The Williamson Group LimitedWholesale of fruit and vegetables
- Revenue
- £19.3m
- Profit
- £10.1k
- Staff
- 120
- Alfred Price & Sons,limitedOrmskirk · Wholesale of fruit and vegetables
- Revenue
- £18.6m
- Profit
- £1.9m
- Staff
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- J W European LimitedFareham · Wholesale of fruit and vegetables
- Revenue
- £19.6m
- Profit
- £267k
- Staff
- 10
- Fruity Fresh (Western) LimitedPinner · Wholesale of fruit and vegetables
- Revenue
- £19.8m
- Profit
- £908k
- Staff
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- Tulipland Potatoes LimitedSpalding · Wholesale of fruit and vegetables
- Revenue
- £17.9m
- Profit
- £1.6m
- Staff
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- Essential Fruit LimitedLeamington Spa · Wholesale of fruit and vegetables
- Revenue
- £20.3m
- Profit
- £885k
- Staff
- 8
Sources
Latest figures from FullAccounts for the year to 31 Oct 2024 (profit −£537k), from the Companies House accounts bulk data published Nov 2025. Spotted an error? Request a correction.
Contains public sector information from Companies House licensed under the Open Government Licence v3.0. Data from Companies House, © Crown copyright. View the licence.