Secai Marche
Secai Marche operates a B2B farm-direct e-commerce and cold-chain logistics platform connecting 500+ farmers with 1,700+ hotels and restaurants across Japan, Malaysia, and Singapore, using AI demand forecasting and integrated fulfillment to consolidate procurement.
- Company typePrivate
- Founded2018
- HeadquartersKoto, Japan
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Secai Marche does
Secai Marche is a B2B farm-direct e-commerce and fulfillment platform that connects farmers and producers with hotels and restaurants. Founded in July 2018 in Tokyo and co-led by Shusaku Hayakawa (Representative Director) and Ami Sugiyama, the company aggregates produce from 500+ farmers across Japan and overseas into 4,000+ SKUs, serving 1,700+ hotels and restaurants across Japan, Malaysia, and Singapore through wholly-owned regional subsidiaries. The platform is accessible via web-based catalogs and requires buyers to open a business account by contacting the company, supporting both a sales-led acquisition motion and inside-sales account management for ongoing sourcing.
The product surface consists of two complementary portals: a restaurant-side portal that allows chefs to browse farmer catalogs, place orders with no minimum order quantity, consolidate multi-farmer purchases into a single invoice and single next-day delivery, and view per-product farm-level traceability; and a farmer-side portal that handles customer acquisition, marketing, picking, packing, quality control, logistics, invoicing, and payment collection on behalf of farmers. Underlying the platform is integrated cold-chain logistics infrastructure, including owned warehouses and delivery fleets in Japan, Malaysia, and Singapore, and an AI demand forecasting system that consumes historical transactional data to predict demand across restaurants and fulfillment centers.
Secai Marche generates revenue primarily through marketplace markups on farm-direct resale, typically purchasing produce from farmers at cost and setting the listing price, supplemented by transaction-based revenue from retail distribution through partner supermarkets (AEON MaxValu, Jaya Grocer, AEON Big) and ancillary consulting services disclosed in corporate registration. Pricing is quote-based and not publicly disclosed, and no minimum order quantity is imposed on buyers. The company has raised approximately $14M across nine rounds from 2019 through 2026, with strategic investors including Rakuten Ventures, Beyond Next Ventures, Spiral Ventures, Mitsubishi UFJ Capital, METI, MOL Plus, Kuroneko Innovation Fund, NX Global Innovation Fund, NTT Docomo Ventures, Synexia Ventures, and welzo Inc., indicating sustained capital availability and active regional and capability expansion.
Secai Marche firmographics
Firmographics- Name
- Secai Marche
- Legal name
- 株式会社SECAI MARCHE
- Website
- https://secai-marche.co.jp
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secai Marche operates a B2B farm-direct e-commerce and cold-chain logistics platform connecting 500+ farmers with 1,700+ hotels and restaurants across Japan, Malaysia, and Singapore, using AI demand forecasting and integrated fulfillment to consolidate procurement.
- Ownership category
- akta.pro rank
Secai Marche industry classification
Industry- Product category
- B2B Farm-Direct Fresh Produce Marketplace
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480)
- akta.pro primary industry
- Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)
- akta.pro secondary industry
- Corporate & Catering Online Ordering/Delivery (AFAIAMAK)
Keywords
Where Secai Marche is headquartered
LocationHeadquarters
- HQ city
- Koto
- HQ country
- Japan
- HQ region
- Asia
Markets served
Secai Marche business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Farm-direct resale (marketplace markup): Secai Marche typically purchases produce from farmers at their cost and then sets the listing price on the platform, earning a spread/markup between purchase price and restaurant price. Operates as a curated farm-to-restaurant marketplace with no minimum order quantity (MOQ) for buyers.
- Retail distribution via partner supermarkets: Beyond HoReCa, Secai Marche also routes farmer products into retail channels such as AEON MaxValu, Jaya Grocer, and AEON Big, generating additional transaction-based revenue.
- Consulting services: Business activities include consulting (コンサルティング業) in addition to retail and distribution (小売・流通業), per the company's domestic corporate registration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Quote-based pricing — not publicly disclosed; buyers must open a business account |
Go-to-market motion3 records
Secai Marche product offering
Product offeringCore offering
Secai Marche operates a B2B farm-direct e-commerce platform that aggregates fresh produce from 500+ farmers (4,000+ SKUs) and delivers it to 1,700+ hotels and restaurants, with consolidated ordering, invoicing, next-day delivery, and producer traceability. The company owns its cold-chain warehousing, sorting, packing, and quality-check operations, and uses AI-based demand forecasting to optimize fulfillment across Japan, Malaysia, and Singapore.
Product overview
Secai Marche operates a single unified B2B fresh-food e-commerce and farm-direct fulfillment platform that connects farmers and suppliers with restaurants and hotels. It is a core platform with two distinct user-facing portals: the Restaurants module (online catalog, no-MOQ ordering, consolidated invoicing and next-day delivery with traceability) and the Farmers & Suppliers module (sales channel expansion, logistics, packing, quality control and payment collection handled on the farmer's behalf). The platform combines these two modules with integrated logistics/cold-chain capabilities (Malaysia and Singapore) and AI demand forecasting to serve over 1,700 hospitality buyers and 500+ producers.
Differentiator
Problem solved
Functional benefit
Products and services
- SECAI MARCHE Platform A one-stop farm-direct B2B e-commerce and fulfillment platform that aggregates fresh produce from 500+ farmers across Japan and overseas into 4,000+ SKUs and delivers them to 1,700+ hotels and restaurants, providing integrated information, transportation, and payment services.
- Farmer & Supplier Onboarding and Fulfillment Service Supplier-facing service that handles customer acquisition, marketing, sorting, packing, quality check, logistics, invoicing, and payment collection on behalf of farmers, allowing producers to focus on cultivation and quality while Secai Marche purchases at farmer cost and sets the platform listing price.
- Restaurant & Hotel Sourcing Portal Buyer-facing web portal that allows chefs and hospitality buyers to browse farmer product catalogs, place orders with no minimum order quantity, consolidate multi-farmer orders into a single invoice and a single cold-chain delivery, and trace each product back to its originating farm for transparency and freshness assurance.
Companies that use Secai Marche
Customer profileIdeal customer profiles3 records
Secai Marche technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Secai Marche partnerships and signals
Strategic signalRecent moves7 records
Expansion highlights5 records
Secai Marche competitors and assessment
Company assessmentDirect peers
- Pocket Marche: Japan-based B2B farm-direct marketplace connecting farmers with restaurants using a similar consolidated catalog and delivery model; one of Secai Marche's closest domestic competitors.
- Asobaba: Japanese B2B farm-to-restaurant e-commerce platform that aggregates small-farm produce for HoReCa buyers, directly comparable to Secai Marche's buyer-side portal.
- Freshket: Thailand-based B2B fresh food supply platform serving restaurants and hotels across Southeast Asia; offers a directly comparable farm/restaurant marketplace with cold-chain logistics.
- Glife Technologies: Singapore-headquartered B2B agritech platform digitizing fresh produce sourcing for restaurants in Southeast Asia; overlaps with Secai Marche's Singapore operations and target segment.
Emerging players
- Tanihub: Indonesia-based agritech platform connecting farmers to business buyers (B2B and B2C); comparable in farm-to-buyer aggregation and emerging Southeast Asia footprint, though with more consumer exposure.
Broad incumbents
- Oisix ra Daichi: Major Japanese food e-commerce group (Oisix, Daichi, Radish BoY) operating across fresh produce delivery, meal kits, and B2B; broad incumbent with overlapping buyer base in restaurants and corporate dining.
- Tridge: Global B2B food and agricultural commodity marketplace with strong Asia presence; broader scope but overlaps on cross-border farm-to-buyer sourcing and supplier discovery.
Others
- AEON (TopValu / MaxValu): Major Asian retail group already distributing Secai Marche farmer products through AEON MaxValu and AEON Big; relevant as a partner and comparable as a Southeast Asia fresh-food distribution channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Secai Marche social profiles
Digital presenceSecai Marche compliance and trust
Trust signalCompliance1 record
Secai Marche financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secai Marche leadership team
Management profileNumber of profiles
Profiles2 records
Secai Marche subsidiaries and ownership
Company hierarchySubsidiaries2 records
Secai Marche funding detail
Funding detailFunding overview
Funding rounds10 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secai Marche 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 Secai Marche
What does Secai Marche do?
Secai Marche operates a B2B farm-direct e-commerce platform that aggregates fresh produce from 500+ farmers (4,000+ SKUs) and delivers it to 1,700+ hotels and restaurants, with consolidated ordering, invoicing, next-day delivery, and producer traceability. The company owns its cold-chain warehousing, sorting, packing, and quality-check operations, and uses AI-based demand forecasting to optimize fulfillment across Japan, Malaysia, and Singapore.
Is Secai Marche a public or private company?
Secai Marche is a private company. It is classified as venture growth investor backed and is currently operating.
When was Secai Marche founded?
Secai Marche was founded in 2018. It employs 11 to 50 people.
Where is Secai Marche based?
Secai Marche is headquartered in Koto, Japan, in the Asia region.
How does Secai Marche make money?
Three revenue lines are on record. Farm-direct resale (marketplace markup) is the primary driver. The others are retail distribution via partner supermarkets and consulting services.
Who are Secai Marche's main competitors?
Direct peers on record are Pocket Marche, Asobaba, Freshket and Glife Technologies. Tanihub is listed as an emerging player. Broad incumbents are Oisix ra Daichi and Tridge. AEON (TopValu / MaxValu) is listed as an others.
Does Secai Marche have an API?
No public API is recorded for Secai Marche.
What industry is Secai Marche in?
Secai Marche's product category is B2B Farm-Direct Fresh Produce Marketplace. Its primary akta.pro industry code is AFAIAMAD, Wholesale-to-Business Online Ordering (B2B Food E-Commerce), with a secondary code of AFAIAMAK, Corporate & Catering Online Ordering/Delivery. Its NAICS code is 424480.