The Team Experts across the world

Dan McCullough

Dan McCullough

I started at a company in 1994 supplying all the best restaurants in town with wild mushrooms, truffles and other produce while the business was still relatively new. Keeping Gordon Ramsay happy at Aubergine on a daily basis taught me how particular chefs were. After 8 years I  felt the urge to start my own company. Having garnered opinions from a few chef friends, they suggested going into fruit & veg... First Choice was born. I quickly realised this was a good idea when I found out how interesting it was and have loved every minute of it since. The aim I have is for all our customers to be happy using us. No matter how big or small, they all get the same treatment.

Vernon Mascarenhas

Vernon Mascarenhas

I have been with First Choice for three years, bringing 15 years' experience as a restaurateur and 13 years' experience as a grower and interfacer between the kitchen and field. I love searching for new or old varieties of produce and spend time searching my way through seed catalogues to see what new and wonderful things we can grow. I have worked with a network of farms around the country developing growing plans, harvesting programmes, working on sustainability issues and new growing methods. My aim is to deliver produce which has been harvested, pulled, plucked or dug within 24 hours so the chefs have a fantastic raw ingredient which needs a minimal amount of preparation. I am a season ticket holder for Norwich FC, a collector of art and a wannabe wine maker!

Ron Maxfield

Ron Maxfield

I have worked on both sides of the pass, at top 5* hotels & Michelin star restaurants in London & in Berkshire, and have attained my own star with a great team. During my time in the kitchens I could see the need to go to markets in Paris & London directly. I saw a different side to the industry on the supply side and found a niche in the market to supply, source and serve my clients' needs. Having run my own company for 16yrs I was approached by Dan McCullough to join his team at First Choice and bring my experience & knowledge to enhance what First Choice is all about; passion, quality and service. Moving forward as a company we have many upcoming developments and will continue to strive to provide everything our customers require

Dan Jerome

Dan Jerome

I have been working in the Fruit and Veg Market for 20 years, since I was 15 years old. I take a lot of interest in sourcing from farms and growers and keeping chefs in the loop as to what is in season and at its best via social media, regular email updates and personal calls. I work very closely with chefs and build relationships on being a trustworthy fruit and veg supplier and have made some great friends doing so. I like to spend time with family and my Pug, Frank, walking down the beach and I like eating out.

Pietro de Paoli

Pietro de Paoli

I joined First Choice after closing my own company in 2009, bringing my customers and suppliers with me. I continue to contact customers and buy from Italian wholesalers and directly from Italian farms as before, but with the experience and organisation of First Choice. I like First Choice's organisation, the spirit of innovation, and the continuous desire to grow. I  know all the biggest farms and markets in Italy inside out as I have been working in this field for 28 years. I was firstly in the flower market, and then made my way to the fruit and vegetable arena. This gave me great experience in understanding the logistics and transportation intricacies of the industry.