posted 11th August 2026
Eastwood Anglo director Bill Eastwood has led the development and completion of a joint venture between Fresh Growers Limited, known as Freshgro, and Strawson Limited, bringing together two established Nottinghamshire fresh produce businesses.
Acting in his capacity as Freshgro’s chairman, Bill helped develop and negotiate a structure that combines broader market access with continued grower ownership. Strawson will become Freshgro’s sole marketing agent and operate its factory, while Freshgro retains ownership of the factory, the 700kW alternative energy plant and equipment and preserves its co-operative Producer Organisation status.
The partnership connects produce businesses with aggregate historical turnover of approximately £60.7 million, based on the latest filed accounts of Strawson Produce Ltd and Fresh Growers Limited.
Creating Scale Without a Sale
A central objective of the transaction was to capture the commercial advantages of greater scale and operational integration without pursuing an outright sale.
The structure enables the grower organisation and its members to benefit from the strategic partner’s investment, technology, operational capabilities and customer relationships while retaining ownership of important assets and preserving the organisation’s established status.
At the same time, the strategic partner gains a broader product portfolio, increased scale and access to complementary markets.
Bill Eastwood commented:
“This was about finding a structure that delivered the benefits of greater scale while recognising what was important to the stakeholders on both sides.
“In owner-managed and agricultural businesses, the right answer is not necessarily a conventional sale. A well-structured joint venture can create significant strategic value while allowing owners and members to retain the assets, identity and characteristics of the business that matter to them.
“The result is a partnership that strengthens both organisations and provides a platform from which they can address a changing and increasingly consolidated market together.”
Strategic Corporate Finance for Agricultural and Owner-Managed Businesses
The transaction demonstrates the range of strategic options available to shareholders and business owners considering the next stage of their development.
Alongside traditional company sales, acquisitions and capital raising, joint ventures and strategic partnerships can provide an effective route to greater scale, new customers, additional capabilities and operational efficiencies.
They can be particularly relevant to agricultural, family and owner-managed businesses where preserving independence, ownership of strategic assets or an established business legacy is an important consideration.
Eastwood Anglo works with shareholders, boards and management teams to assess these options, structure transactions and negotiate commercial outcomes aligned with their long-term objectives.
