What Marty's Local does

Marty's Local is an independently owned regional wholesale food distributor founded in 2016 and headquartered in South Deerfield, Massachusetts. The company curates and delivers source-identified fresh produce, flours and grains, dairy, meats, cheeses, specialty foods, and frozen items from a network of more than 130 partner farmers and producers across Western Massachusetts, Vermont, Hudson Valley NY, Connecticut, and Maine, supplemented by staple items sourced further afield. Customers include restaurants, K-12 schools, colleges, healthcare and wellness operations, farm stores, CSAs, co-ops, and independent grocers throughout the Northeast. Distribution is executed via company-owned trucks on a six-days-a-week route schedule, with ordering supported through a B2B online platform at shop.martyslocal.com as well as phone, text, and email channels. Pricing operates on standard unit pricing with a $250 wholesale minimum order (location-dependent) and Net 15 payment terms, with 1.5% monthly / 18% annual late fees.

The company operates a relatively lean technology stack built on a Wix-hosted marketing site and a B2B wholesale ordering web application, with HubSpot Forms powering the New Customer intake workflow. The online platform supports self-service account sign-in, password reset, unlock, and confirmation resend flows, allowing approved wholesale buyers to place and manage orders 24/7. No public APIs, integrations beyond HubSpot, or proprietary AI/ML systems are disclosed. The senior team includes a CEO (Nick Martinelli), COO (Paul Gilooly), CMO (Sandra Thomas), CTO (Alex Bowman), Controller, Director of Operations, Purchasing Manager, Customer Experience Manager, Warehouse Manager, Territory Manager, Bookkeeper, and Administrative Assistant, supported by named drivers, warehouse staff, and receivers — totaling approximately 25 named team members. In 2019, the company joined operations with Squash, Inc., a 'Local First' movement pioneer since the 1970s, consolidating regional sourcing reach under a shared mission. Revenue is generated almost exclusively through wholesale food distribution transactions, with a single $730,000 MassMutual Impact Investing round in 2021 disclosed and no further external funding. The company has received consecutive regional industry recognition, including 2024 Local Hero (Buy Local Food) and 2025 Sustainable Business Network Local Food Distributor of the Year.

Name

Marty's Local

Legal name

Marty's Local

Website

https://martyslocal.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Marty's Local is a privately held regional wholesale food distributor that delivers source-identified produce, dairy, meats, cheeses, and specialty foods from 130+ Northeast partner producers to restaurants, schools, colleges, healthcare, co-ops, and independent grocers across five states.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

akta.pro secondary industries

Regional/Local Broadline Foodservice Distributors (AFAIAAAB), Specialty & Gourmet Foods Distribution (CRAOABAF)

Keywords

• Wholesale food distribution
• Regional produce sourcing
• Farm-to-institution supply
• Specialty food distribution
• B2B food delivery

Headquarters

HQ city

South Deerfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Food Distribution: Core revenue from selling source-identified produce, dairy, meats, cheeses, flours and grains, specialty foods, and frozen items to wholesale and retail customers (restaurants, schools, colleges, healthcare, farm stores, co-ops, independent grocers) across the Northeast. Net 15 payment terms with 1.5% monthly / 18% annually late fees; minimum order $250 (varies by route).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Marty's Local is a regional wholesale food distributor that curates and delivers source-identified fresh produce, flours and grains, dairy, meats, cheeses, specialty foods, and frozen items from over 130 partner farmers and producers across Western Massachusetts, Vermont, Hudson Valley NY, Connecticut, and Maine to restaurants, schools, colleges, healthcare facilities, independent grocers, co-ops, farm stores, and CSAs. The company combines locally sourced items with staple goods sourced further afield, operating its own delivery fleet six days a week from its South Deerfield, MA facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Regional wholesale food distribution
• Online wholesale ordering platform (shop.martyslocal.com)

Quantifiable outcome

• Partners with over 130 regional farmers and food producers
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

26 partnerships are on record, tiered flagship, core and minor.

• Squash, Inc.flagshipStrategic or Co-development Partner · 1 January 2019In 2019, Marty's Local joined operations with Squash, Inc., a pioneer in the "Local First" movement since the 1970s. The shared mission guides everything the combined entity does, anchoring Marty's Local in a multi-decade regional food system legacy.
• Atlas FarmflagshipStrategic or Co-development PartnerFeatured Producer on Marty's Local homepage and partners page. Based in Deerfield, MA; founded by Gideon Porth to connect people more closely to their food sources and be part of the vanguard of sustainable agriculture, with work experience on CSA farms.
• AMG SnackscoreStrategic or Co-development PartnerRegional snack producer based in Pembroke, MA, featured as one of Marty's Local's 130+ partner producers.
• Mi Tierra TortillascoreStrategic or Co-development PartnerSpringfield, MA-based tortilla producer; one of Marty's Local's highlighted regional producer partners.
• Ioka Valley FarmcoreStrategic or Co-development PartnerHancock, MA farm partner of Marty's Local, featured on the partners page.
• Bardwell FarmcoreStrategic or Co-development PartnerHatfield, MA farm partner featured on Marty's Local's partners page.
• onestocoreStrategic or Co-development PartnerCracker producer based in West Newbury, MA; featured partner on Marty's Local's partners page.
• MyForest FoodscoreStrategic or Co-development PartnerGreen Island, NY-based producer of MyBacon (mycelium bacon) — a featured Marty's Local partner.
• Popzup PopcorncoreStrategic or Co-development PartnerSomersworth, NH-based popcorn producer featured on the Marty's Local partners page.
• Old Friends FarmcoreStrategic or Co-development PartnerAmherst, MA-based farm partner that supplies Marty's Local; also highlighted on Marty's Local Instagram for cut-flower bouquets (Mother's Day).
• Brewer's FoodscoreStrategic or Co-development PartnerShutesbury, MA producer featured as one of Marty's Local's 130+ partners.
• High Lawn FarmcoreStrategic or Co-development PartnerLee, MA dairy farm featured as a Marty's Local partner; their whole-milk bottling is also showcased in the Our Story page imagery.
• Pine Hill OrchardscoreStrategic or Co-development PartnerColrain, MA orchard featured as a Marty's Local producer partner.
• Dean's Beans Organic Coffee Co.coreStrategic or Co-development PartnerOrange, MA-based organic coffee company featured as a Marty's Local partner; also operates the Sweet Justice sub-brand carried by Marty's Local.
• Jacûterie CharcuteriecoreStrategic or Co-development PartnerAncramdale, NY charcuterie producer featured on the Marty's Local partners page.
• Macca Gene CreamerycoreStrategic or Co-development PartnerHawley, MA creamery featured as one of Marty's Local's producer partners.
• Warner FarmcoreStrategic or Co-development PartnerSunderland, MA farm featured as a Marty's Local partner.
• Real PicklescoreStrategic or Co-development PartnerGreenfield, MA worker-owned cooperative producing 100% organic, naturally fermented pickles; sourced from Northeast organic farms and distributed by Marty's Local.
• A La Peche BakerycoreStrategic or Co-development PartnerFeatured on Marty's Local's Instagram for new French sablé cookies (gluten- and grain-free; Classic Almond, Black Sesame, Cranberry Orange).
• ShuugcoreStrategic or Co-development PartnerWindsor, CT-based maker of zhoug hot sauce and harissa; featured in Bon Appétit and available for wholesale via Marty's Local.
• Fomu Ice CreamcoreStrategic or Co-development PartnerBoston-made, coconut-based, plant-based ice cream brand distributed by Marty's Local in retail pints and food service sizes.
• Sweet BabucoreStrategic or Co-development PartnerMaker of Banana Bread Granola (small batch with organic bananas, local maple syrup, farm-fresh pecans) distributed by Marty's Local.
• Loon ChocolatecoreStrategic or Co-development PartnerSmall-batch, bean-to-bar chocolate brand distributed by Marty's Local.
• Tost BeveragescoreStrategic or Co-development PartnerSparkling, alcohol-free sangría-style beverage brand distributed by Marty's Local.
• Full Well FarmminorStrategic or Co-development PartnerFeatured alongside Old Friends Farm and Many Graces on Marty's Local's Instagram for seasonal cut-flower bouquets.
• Many GracesminorStrategic or Co-development PartnerFeatured as one of the local flower suppliers highlighted on Marty's Local's Instagram.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• FreshDirect: Northeast-focused online fresh food distributor serving both consumers and businesses in NY, NJ, CT, and PA. Comparable to Marty's Local in Northeast fresh-food distribution and online ordering infrastructure, though primarily direct-to-consumer rather than wholesale.
• US Foods: Major US broadline foodservice distributor serving restaurants, schools, healthcare, and hospitality nationwide. Comparable to Marty's Local as the broadline alternative for the same institutional customer segments, though with vastly different scale, sourcing model, and product breadth.
• Sysco: Largest US broadline foodservice distributor serving restaurants, schools, colleges, and healthcare across the country. Directly named by Marty's Local as the type of broadline competitor it differentiates against; overlapping customer base (restaurants, schools, healthcare) in the same Northeast geography.
• KeHE Distributors: Large US specialty and natural food distributor serving grocery, retail, and foodservice customers nationwide. Comparable as a distributor carrying local and specialty brands into independent retailers and co-ops, the same channel Marty's Local serves, but at significantly larger scale and broader portfolio.
• Baldor Specialty Foods: Northeast-based specialty food distributor serving restaurants and retailers across the Eastern US with broad produce, dairy, meat, and specialty offerings. Overlaps with Marty's Local in product categories and Northeast customer base but at substantially larger scale and broader portfolio.
• United Natural Foods (UNFI): Largest US distributor of natural, organic, and specialty foods to grocery retailers and foodservice operators. Overlaps with Marty's Local in serving independent grocers and co-ops in the Northeast, but operates at national scale with much broader catalog and a different sourcing mix.

Direct peers

• Provisions International: Vermont-based specialty food distributor focused on artisanal cheeses, meats, and pantry items to restaurants and retailers. Comparable in the source-identified specialty segment and similar regional delivery model, though narrower in product breadth than Marty's Local.
• Regional Access: Vermont-based regional food distributor connecting Northeast farmers and producers with restaurants, schools, and institutions. Closely comparable to Marty's Local in mission, regional sourcing focus, and B2B wholesale delivery model across the same Northeast geography.
• Hudson Valley Harvest: Hudson Valley, NY-based regional food distributor and brand aggregator sourcing from Northeast farms and selling to restaurants, schools, and retailers. Comparable as a curated regional distributor with overlapping sourcing geography (Hudson Valley NY is explicitly in Marty's footprint).
• Native Maine Produce & Specialty Foods: Maine-based wholesale distributor of produce, dairy, meats, and specialty foods to restaurants, schools, and institutions in northern New England. Comparable as a regional, source-identified distributor serving a similar customer mix with route-based wholesale delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/martyslocal
• Instagraminstagram.com/martyslocal

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marty's Local