Greene King to axe airfreighted fruit & veg from menus
The Suffolk-based operator is working with suppliers to find sustainable alternatives, like UK-grown herbs such as basil and mint, now sourced either domestically or via road transport.
In a move to boost sustainability, UK-based pub operator Greene King is removing all airfreighted ingredients from its menus by the end of this year.
While fresh produce remains one of the company’s largest procurement categories, ingredients used in drinks – from garnishes to infusions – also contribute significantly to environmental impact, particularly when transported by air.
Greene King’s COO, Clair Preston-Beer said: “This is a good example of our menu development team and supply chain team working together with suppliers to reduce our carbon footprint through using different ingredients or ensuring produce is transported by an alternative method to airfreight.
“Our menus feature pub classics and contemporary dishes, and they evolve to meet changing customers’ tastes and make the most of the ingredients available to us in the best ways.”
From citrus and herbs to exotic fruits used in cocktails, the sourcing of cocktail components involves a complex global supply chain.
Move towards net zero
Preston-Beer said the company, which has 1,600 managed pubs, continued to monitor its daily operations, working with its suppliers and offering customers sustainable choices as it aimed towards net zero.
This comes after research revealed consumers were going greener when dining out, with “sustainably-aware” UK diners spending around £9 more per month than the average consumer on eating and drinking out.
Partner Content
Greene King has partnered with key supplier Fresh Direct to identify sustainable sourcing alternatives. For example, the supplier has now sourced herbs including basil and chives through British suppliers or by road freight, as opposed to supplying airfreighted produce.
Homegrown herbs
One major change includes switching to UK-grown herbs such as basil and mint, which are now sourced either domestically or via road transport. Where possible, ingredients like pomegranate, passion fruit, or imported citrus, commonly found in cocktails, are being replaced with locally available or seasonally appropriate alternatives.
Fresh Direct’s managing director, Andy Pembroke said: “We’re delighted to be supporting such a progressive operator as Greene King, which shares our passion for providing the best of the season’s produce, with a particular focus on top quality British food.
“Working in partnership, we support them to create fantastic menus that celebrate fresh seasonal produce.”
When no sustainable alternative exists, Greene King is introducing seasonal substitutions.
Sustainability track record
This shift is part of a broader commitment by Greene King to reduce its environmental footprint, focusing on innovation, local sourcing, and sustainable operations across food and drink categories.
In 2024, the pubco won the ‘Best Sustainable Pub Company Award’ at The Publican Awards for environmental efforts including recycling waste away from landfill, replacing single-use plastic, decarbonisation work, reducing food waste and saving water.
In 2023, the firm launched a supplier engagement platform, Greene King Engage, and has taken on advisory roles at Zerbo Carbon Forum, Best Bar None and Pub Aid.
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