FreshKet
FreshKet is a Thailand-based B2B e-commerce marketplace founded in 2016 that enables restaurant operators to order fresh ingredients, proteins, dairy, and kitchen supplies across 14 categories via an owned storefront with last-mile delivery and promotional pricing.
- Company typePrivate
- Founded2016
- HeadquartersMakkasan, Thailand
- Headcount101–250
- GTM typeB2B
- OfferingDigital Commerce or Content
What FreshKet does
FreshKet is a Thailand-based B2B e-commerce marketplace founded in 2016 that connects restaurant operators with suppliers of fresh food ingredients and kitchen supplies. Operating from Makkasan, Thailand, the company runs an owned digital storefront at freshket.co where restaurant buyers can browse and order across 14 product categories including fruits and vegetables, meat, seafood, dairy, frozen food, processed/ready-to-eat items, bakery, beverages, household items, and liquor. The platform emphasizes competitive promotional pricing with advertised discounts of up to 60% on produce, 38% on seafood, 40% on processed food, and 38% on household items, and supports last-mile delivery of fresh and ambient goods to restaurant customers.
The core product is the FreshKet Platform itself — a unified ordering, catalog, and delivery system rather than a pure marketplace listing third-party SKUs. Unit pricing is displayed in Thai Baht (THB) on a pay-as-you-go basis, with individual item examples including Hass avocados at THB 85, chicken breast at THB 73, shrimp at THB 310, and squid at THB 230. Distribution is handled through the proprietary e-commerce storefront targeting enterprise restaurant buyers in Thailand, with no app, no public API, and no disclosed third-party integrations.
The revenue model is transaction-based: FreshKet generates margin on the sale of fresh produce, proteins, dairy, frozen foods, and supplies through its marketplace. The company is private, has raised approximately $34.2M across multiple funding rounds between 2017 and 2024 from investors including Openspace Capital, PTT Oil and Retail Business, Thai President Foods, Betagro, ECG Venture Capital, 500 Global, and SeedersClub, and operates with 101–250 employees under co-founder and CEO Ponglada Paniangwet.
FreshKet firmographics
Firmographics- Name
- FreshKet
- Legal name
- Freshket
- Website
- https://freshket.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- FreshKet is a Thailand-based B2B e-commerce marketplace founded in 2016 that enables restaurant operators to order fresh ingredients, proteins, dairy, and kitchen supplies across 14 categories via an owned storefront with last-mile delivery and promotional pricing.
- Ownership category
- akta.pro rank
FreshKet industry classification
Industry- Product category
- B2B Foodservice Marketplace
- NAICS
- Fish and Seafood Merchant Wholesalers (42446), Packaged Frozen Food Merchant Wholesalers (42442)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI)
- akta.pro secondary industries
- Seafood Wholesale (Fresh & Frozen) (AFAIADAD), Frozen Meat, Poultry & Seafood Wholesale (AFAIAHAF)
Keywords
Where FreshKet is headquartered
LocationHeadquarters
- HQ city
- Makkasan
- HQ country
- Thailand
- HQ region
- Asia
Markets served
FreshKet business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Product Sales (B2B Marketplace): FreshKet operates as an online marketplace for restaurant food ingredients, generating revenue through product sales with margins on fresh produce, meat, seafood, dairy, frozen foods, and other kitchen supplies sold to restaurant operators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product-based pricing with volume discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
FreshKet product offering
Product offeringCore offering
FreshKet operates a B2B online marketplace that connects restaurants and food service operators in Thailand with suppliers of fresh produce, meat, seafood, dairy, frozen food, beverages, and other kitchen supplies. The platform aggregates multiple product categories into a single procurement channel, enabling restaurant operators to order restaurant-grade ingredients online and receive them via the company's own delivery network.
Product overview
FreshKet is a B2B online marketplace and ordering platform designed specifically for restaurants in Thailand. The platform operates as a unified e-commerce marketplace where restaurant owners can browse and purchase a comprehensive range of food ingredients and supplies from multiple categories. The core FreshKet Platform serves as the central ordering system, supporting 14 distinct product categories including Fruits & Vegetables, Meat, Seafood, Eggs, Dairy, Frozen Food, Snacks & Desserts, Processed Food, Cooking Ingredients, Dry Grocery, Bakery, Household Items, Beverages, and Liquor. The platform features a Hot Deal section with discounted products and promotional campaigns, enabling restaurants to source fresh produce, proteins, dairy, and kitchen supplies through a single digital interface with delivery services.
Differentiator
Problem solved
Functional benefit
Products and services
- FreshKet Online Marketplace B2B online marketplace platform through which restaurants and food service operators in Thailand browse, order, and receive fresh and dry kitchen ingredients aggregated from multiple suppliers. Targets restaurant owners, chefs, and procurement managers seeking a single consolidated sourcing channel.
- Fruits and Vegetables Restaurant-grade fresh produce category available on the FreshKet marketplace, supplying fruits and vegetables to restaurant and food service operators in Thailand.
- Meat Fresh and processed meat category offered through the FreshKet marketplace to restaurant operators in Thailand.
- Seafood Seafood category supplied to restaurants and food service operators via the FreshKet online marketplace in Thailand.
- Dairy Products Dairy category available on the FreshKet marketplace, supplying dairy products to restaurant operators in Thailand.
- Frozen Food Frozen food category offered through the FreshKet marketplace to restaurant and food service operators in Thailand.
- Processed Food and Ready-to-Eat Processed food and ready-to-eat category available on the FreshKet marketplace for restaurant operators in Thailand.
- Beverages Beverages category supplied through the FreshKet online marketplace to restaurants and food service operators in Thailand.
- Bakery Bakery category offered on the FreshKet marketplace to restaurant operators in Thailand.
- Household Items Household and kitchen operational items category offered through the FreshKet marketplace to restaurant and food service operators in Thailand.
Companies that use FreshKet
Customer profileSegments1 record
Ideal customer profiles1 record
FreshKet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FreshKet partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
FreshKet competitors and assessment
Company assessmentDirect peers
- Choco: Berlin-based B2B food ordering platform connecting restaurants with suppliers via a digital interface. Closest direct global analogue to FreshKet's model, serving European restaurant operators with similar multi-category procurement workflows.
- Cut+Dry: US-based B2B ordering platform for restaurants and foodservice operators, enabling direct online ordering of ingredients and supplies. Highly comparable digital-first restaurant supply model with similar target customer and transaction-fee economics.
- MarketMan: Restaurant inventory and supplier ordering platform serving independent restaurants. Comparable in targeting the same restaurant procurement workflow, with software focus on top of supplier ordering.
- BlueCart: B2B e-commerce and order management platform for restaurants and food suppliers. Directly comparable online restaurant supply ordering experience; comparable SaaS-plus-marketplace positioning.
Broad incumbents
- Sysco: Largest US broadline foodservice distributor serving restaurants, hotels, and institutions. Established incumbent demonstrating the scale ceiling and operational complexity of B2B restaurant supply distribution.
- US Foods: Major US broadline foodservice distributor with a large restaurant customer base. Comparable in supplying restaurants across multiple fresh and frozen categories through a distribution-led model.
- Performance Food Group: US foodservice distributor serving restaurants and foodservice operators across multiple product categories. Comparable broadline distribution model, though at much larger scale and with different technology layer.
- Gordon Food Service: North American broadline foodservice distributor serving restaurants and institutions. Comparable multi-category supply model with established restaurant relationships and proprietary ordering platform.
- CP AXTRA (Makro Thailand): Dominant Thai cash-and-carry and wholesale operator under the Makro banner serving restaurant operators. Directly competes with FreshKet in the same Thai market and customer segment via physical stores and growing B2B digital channel.
- Brakes Group: European broadline foodservice distributor serving restaurants, hotels, and caterers. Comparable broadline foodservice distribution model with a focus on multi-category restaurant supply.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
FreshKet social profiles
Digital presenceFreshKet financial estimates
Financial estimateRevenue estimate
Valuation estimate
FreshKet leadership team
Management profileNumber of profiles
Profiles2 records
FreshKet funding detail
Funding detailFunding overview
Funding rounds6 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FreshKet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FreshKet
What does FreshKet do?
FreshKet operates a B2B online marketplace that connects restaurants and food service operators in Thailand with suppliers of fresh produce, meat, seafood, dairy, frozen food, beverages, and other kitchen supplies. The platform aggregates multiple product categories into a single procurement channel, enabling restaurant operators to order restaurant-grade ingredients online and receive them via the company's own delivery network.
Is FreshKet a public or private company?
FreshKet is a private company. It is classified as venture growth investor backed and is currently operating.
When was FreshKet founded?
FreshKet was founded in 2016. It employs 101 to 250 people.
Where is FreshKet based?
FreshKet is headquartered in Makkasan, Thailand, in the Asia region.
How does FreshKet make money?
One revenue line is on record: product Sales (B2B Marketplace).
Who are FreshKet's main competitors?
Direct peers on record are Choco, Cut+Dry, MarketMan and BlueCart. Broad incumbents are Sysco, US Foods, Performance Food Group, Gordon Food Service, CP AXTRA (Makro Thailand) and Brakes Group.
Does FreshKet have an API?
No public API is recorded for FreshKet.
What industry is FreshKet in?
FreshKet's product category is B2B Foodservice Marketplace. Its primary akta.pro industry code is CRAOAAAI, Specialty & Gourmet Foods Wholesale Distribution, with a secondary code of AFAIADAD, Seafood Wholesale (Fresh & Frozen). Its NAICS code is 42446 and its SIC code is 5140.