Sunrise Fresh Produce

What Sunrise Fresh Produce does

Sunrise Fresh Produce is a regional B2B foodservice distributor founded in 1978 and headquartered in Jackson, Mississippi, with a second distribution center in Jacksonville, Florida. The company distributes fresh fruits, vegetables, artisanal dairy, juices, frozen items, and nonfood essentials to restaurants, schools, and retail markets across Mississippi, Louisiana, Florida, Georgia, and South Carolina. Its core operational technology is a cold-chain logistics system — temperature-controlled storage and a company-owned delivery fleet — backed by PrimusGFS and USDA food safety certifications that enable access to national and institutional buyers.

Sunrise sources from a network of multi-generational local and regional farm partners and positions itself on freshness, local provenance, and on-time delivery. Revenue is generated transactionally on a quote-based B2B pricing model (no public price list), with orders placed through direct account management or an online ordering portal at orders.sunrisefreshproduce.com. Customer segments are horizontal across foodservice: independent and chain restaurants, K-12 and institutional dining, and retail markets/grocers.

On January 1, 2022, Sunrise was acquired by Performance Foodservice Group (PFG), one of the largest U.S. foodservice distributors, and now operates as a subsidiary under PFG while maintaining the Sunrise brand, local farm relationships, and operating model. PFG ownership provides national-scale procurement, capital, and technology resources. Headcount at the operating subsidiary is 11-50 employees; total company revenue is not publicly disclosed.

Name

Sunrise Fresh Produce

Legal name

Sunrise Fresh Produce

Website

https://sunrisefreshproduce.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Fresh Produce is a regional B2B foodservice distributor founded in 1978, delivering fresh produce, dairy, juices, frozen items, and nonfood essentials to restaurants, schools, and markets across the U.S. Southeast and Gulf Coast from distribution centers in Jackson, MS and Jacksonville, FL.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Frozen Food Manufacturing (31141), Frozen Fruit, Juice, and Vegetable Manufacturing (311411), Vegetable and Melon Farming (1112)

SIC

Wholesale-Farm Product Raw Materials (5150), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Ethnic Frozen & Refrigerated Foods Wholesale (AFAIAIAB), Frozen Foods Distribution (CRAOABAI)

Keywords

• Fresh produce distribution
• Foodservice supply
• Cold chain logistics
• Wholesale produce
• Restaurant supply

Headquarters

HQ city

Jackson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Produce Distribution: Primary revenue from distributing fresh fruits and vegetables sourced from local, regional, and national growers to restaurants, markets, and schools. Revenue generated through product sales with pricing based on seasonal availability and volume.
2. Expanded Product Lines: Revenue from expanded product categories including artisanal dairy, chef-crafted to-go meals, frozen items, and nonfood essentials. Products sourced from trusted partners and delivered alongside fresh produce.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Sunrise Fresh Produce distributes farm-fresh fruits, vegetables, artisanal dairy, juices, frozen goods, and nonfood essentials sourced from local, regional, and national growers. The company operates two regional warehouse distribution centers in Jackson, Mississippi and Jacksonville, Florida, delivering products via a temperature-controlled cold chain logistics system to restaurants, schools, and markets across the Gulf Coast, Southeast, and Atlantic Coast regions.

Product overview

Sunrise Fresh Produce operates as a produce distribution company offering a portfolio of product lines centered around fresh produce (fruits and vegetables) supplemented by expanded selections including artisanal dairy products, freshly squeezed and crafted juices, premium frozen items, and nonfood essentials (to-go packaging and safety supplies). The core offering consists of fresh fruits and vegetables sourced from local, regional, and national farm partners, supplemented by these complementary product categories. The company serves restaurants, schools, and markets with a focus on seasonal, farm-fresh quality delivered through a reliable cold chain logistics system.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Fruit Fresh produce category featuring seasonal berries, exotic fruits, and backyard-fresh selections sourced from trusted local, regional, and national growers, sold to B2B foodservice customers.
• Ripe Vegetables Garden-fresh vegetable offerings sourced from trusted local, regional, and national growers, ranging from everyday favorites to wild and specialty varietals, sold to B2B foodservice customers.
• Wholesome Dairy Artisanal dairy products bringing quality and flavor for coffee, cooking, and everyday consumption, sold to B2B foodservice customers.
• Refreshing Juices Freshly squeezed and expertly crafted juice blends for menu refreshment, sold to B2B foodservice customers.
• Frozen Goods Frozen products including fries and chicken tenders, ready for quick preparation, sold to B2B foodservice customers.
• Nonfood Essentials High-quality to-go boxes, plastic utensils, and gloves for takeout, catering, and food trucks, sold to B2B foodservice customers.

Quantifiable outcome

• 25% increase in productivity for local farm partners compared to individual farming operations

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Performance Food GroupflagshipOthers · 1 January 2022Performance Food Group (PFG) acquired Sunrise Fresh Produce on January 1, 2022. Sunrise is now part of the growing PFG team, gaining access to new tools and resources for customers. PFG is one of the nation's leading foodservice companies, providing national-scale support while Sunrise maintains its local service approach and brand identity.
• Local Farm PartnerscoreStrategic or Co-development PartnerDirect partnerships with local and regional farms to source fresh, locally grown produce. Many partner farmers have worked their farms for generations. Partnerships provide farmers with increased market access, larger sales volumes, and better price negotiation. Partnerships focus on quality, sustainability, and supporting local agricultural communities.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• KeHE Distributors:
• Markon Cooperative: Markon Cooperative is a buying cooperative supplying fresh produce, dairy, and center-of-plate items to independent foodservice distributors. Comparable to Sunrise as a produce-focused foodservice supplier network, though operating as a co-op rather than a direct distributor.

Direct peers

• FreshPoint: FreshPoint is Sysco's specialty produce distribution arm, operating regional warehouses across the US to deliver fresh fruits, vegetables, and related products to restaurants and foodservice operators. It is the most direct functional comparable to Sunrise in terms of fresh-produce-only B2B foodservice distribution model.
• Shamrock Foods Company: Shamrock Foods is a privately held foodservice distributor serving restaurants, schools, and institutions across the Southwest and Western US with produce, dairy, frozen, and broadline products. Comparable to Sunrise as a multi-category regional foodservice distributor with similar customer mix and product breadth.

Broad incumbents

• US Foods: US Foods is one of the largest US broadline foodservice distributors, serving independent restaurants, healthcare, and hospitality operators with a wide product portfolio including produce, dairy, frozen, and center-of-store items. Comparable as a large national incumbent competing in the same customer segments as Sunrise.
• Performance Foodservice (PFG broadline): Performance Foodservice is the broadline foodservice distribution arm of PFG and Sunrise's corporate parent, serving restaurants, healthcare, education, and convenience customers across the US with a full multi-category product portfolio. Relevant as the parent platform and as a broader-scope comparator operating in overlapping customer segments.
• Gordon Food Service: Gordon Food Service is a privately held broadline foodservice distributor serving restaurants, schools, healthcare, and other institutions across the Midwest, South, and Eastern US. Comparable as a multi-category foodservice distributor with overlapping customer types.

Regional players

• Riviera Produce: Riviera Produce is a regional distributor of fresh fruits, vegetables, dairy, and specialty items to restaurants, schools, and foodservice operators in the Mid-Atlantic and Southeast. Comparable to Sunrise as a similarly sized regional fresh-produce-led foodservice distributor with overlapping geography.
• Coosemans Atlanta: Coosemans Atlanta is a regional specialty produce distributor serving restaurants, hotels, and institutions across the Southeast from its Atlanta hub. Comparable to Sunrise as a Southeast-based fresh produce distributor with a similar customer mix of chefs and foodservice operators.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mysunrisefresh
• Facebookfacebook.com/SunriseFreshProduce
• LinkedInlinkedin.com/company/sunrise-fresh-produce-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 Sunrise Fresh Produce