The move follows the company's launch of Growfair - Pride of Cornwall one year ago.
Bristol Fruit Sales Direct also plans to expand the brand to Devon in the future.
Growfair brand manager Mark Oughtred said of the Welsh expansion: "There are great growers, especially in the Pembrokeshire area. Wales is a proud region and the people love anything local."
The brand will also supply vegetables and is in talks with a cauliflower producer for next season.
Meanwhile Lidstone, one of the largest potato growers in Devon, is set to become part of a new Growfair - Pride of Devon brand, due for launch next month.
"Within five years we would expect to cover the whole of the South West," he said.
Bristol Fruit Sales Direct is a wholesaler that supplies fresh produce to the food-service and retail industries.
Around 14 growers supply asparagus, carrots, cherry tomatoes, lettuce, cabbage and swede. Oughtred added that a blueberry grower was set to join the Growfair premium brand.
The joint effort, including input from the University of Plymouth, aimed to fill a market gap for strong, easily recognisable fresh produce with authentic local ties, he said.