‘The objective is for clients to be able to come to us and view us as a one-stop shop for all their needs.’ This is how Steve Abela, Director at Carmelo Abela Group describes the company’s recent strategic step in acquiring Fresh Direct, a well-established fruit and vegetable supplier servicing restaurants, hotels, gaming companies, and other commercial clients.

For both companies, this move reflects a shared vision built on quality, reliable service, and a long-term commitment to sustainable growth within the local food supply sector.

Fresh Direct, formerly known as David Vella, named after its founder, has its roots firmly planted in family entrepreneurship. Founded in 1999, the business evolved over the years into a trusted supplier known for reliability and high-quality produce.

For the past seven years, the company has been run as a father-and-daughter operation, with Rebecca Vella playing a central managerial role. Following Mr Vella’s retirement, the company entered a new chapter under the Carmelo Abela Group umbrella and was rebranded as Fresh Direct.

According to Mr Abela, the acquisition was driven by both opportunity and alignment of values. ‘I always look at the future and how we can continue to expand,’ he explains. ‘When this opportunity arose, the conversations flowed naturally from day one. We shared the same ideas and the same vision for where the company could go.’

A key element of the acquisition was continuity. A strong personal rapport with the previous owner helped facilitate a smooth transition, while Mr Vella still remained involved during the initial ‘handover phase.’ Ms Vella, now Manager at Fresh Direct, continues to lead the business with the same passion and determination that shaped its success in recent years.

‘Keeping the same flow was essential,’ Mr Abela notes. ‘Rebecca agreed to continue running the company, and that has been fundamental to maintaining stability and momentum.’ For clients and employees alike, this consistency has been reassuring, maintaining trust during a period of change.

Fresh Direct specialises in the import and distribution of fresh fruit and vegetables, sourcing directly from Holland, Spain, and Sicily, while prioritising local produce when in season. The company’s reputation has been built on delivering excellent service alongside consistently high-quality products; an ethos that mirrors Carmelo Abela Group’s own operational philosophy.

From a strategic standpoint, the takeover enhances the company’s already strong market presence. Established in 1932, Carmelo Abela Group entered a new phase of growth in 1992 when the business was taken over by Mr Abela and his brother, Pierre. Since then, the Group has steadily expanded its portfolio, most recently through the acquisition of Macbake. The addition of Fresh Direct further strengthens its local presence while opening new avenues for cross-sector growth.

‘We want our clients to be able to buy everything from us; from fruit and vegetables to eggs, cheese, cold meats, canned fish, olives, juices, and more,’ Mr Abela explains.

The integration phase has been carefully managed to ensure minimal disruption. From the outset, meetings were held with employees to outline the company’s objectives and reassure them of job security.

Clients were also personally briefed on the rebranding, with clear communication that while the company name would change, service levels, personnel, and quality standards would remain unchanged. One month into the transition, the process is already proving successful.

Looking ahead, the acquisition is expected to enhance operational capabilities and drive innovation. Plans are underway to develop a manufacturing and packaging facility, allowing the company to produce and pack tailored products in-house, reducing reliance on imports and responding more directly to client demand. In the fruit and vegetable sector specifically, Carmelo Abela Group aims to target new markets and untapped areas as part of a phased growth strategy.

This takeover also sets the tone for future expansion. Carmelo Abela Group has made it clear that this is not the final step in its growth journey, with discussions already in progress for further acquisitions. While diversification remains on the agenda, Mr Abela emphasises that service and quality will continue to be the company’s defining pillars.

As Fresh Direct integrates into the wider Carmelo Abela Group, the focus remains on consolidation, sustainable growth, and delivering value to clients. The acquisition represents an expansion of operations, but also a strategic alignment of family-run values, market expertise, and a shared vision for the future of Malta’s food supply industry.