Vistar
Vistar is a U.S. specialty distributor of candy, snacks, and beverages — a division of Performance Food Group — serving over 60,000 customers across 13 channels through 24 nationwide distribution centers and a 20,000+ SKU assortment.
- Company typePrivate
- Founded1997
- HeadquartersCentennial, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Vistar does
Vistar is a U.S. specialty distributor of candy, snacks, and beverages, operating as a division of Performance Food Group (NYSE: PFG). Headquartered in Centennial, Colorado, the company has over 50 years of operating history and employs 1,001–5,000 people across 24 nationwide distribution centers. Vistar serves more than 60,000 customers through 13 distinct sales channels, including vending, micro-markets, office coffee, campus retail, theater and concessions, hospitality, military, gaming, travel, e-commerce and fulfillment, and corrections. Its assortment spans 20,000+ SKUs sourced from national brand partners such as Hershey, Mars Wrigley, PepsiCo, Nestlé, General Mills, Kellanova, Ferrara, Campbell's, Keurig Dr Pepper, and Red Bull, supplemented by smaller suppliers onboarded through the Emerging Suppliers Program.
The company's underlying technology stack centers on the Customer First online ordering platform, which supports transactional ordering and a personalized purchasing experience for operators of all sizes. Vistar layers data-driven insights and planogram services on top of this platform to guide SKU selection and category mix for its operator customers. Logistics capabilities include dry, frozen, and refrigerated truck deliveries as well as small-parcel fulfillment for e-commerce channels, supported by advanced tracking and flexible delivery scheduling. The firm also runs specialized programs such as Good to Go (healthier snacks), Grab and Go (ready-to-eat), USDA Smart Snack (K-12 compliant), and Snacking with a Purpose (DEI-oriented marketplace), and in 2024 began deploying zero-emission vehicles at its Southern California facility as part of PFG's broader ESG roadmap.
Vistar generates revenue primarily through distribution and resale of candy, snack, and beverage products on a transactional/take-rate basis, with pricing structured by order volume and class of trade (ranges from $100–$500 to $10,000+ per order) rather than through disclosed enterprise contracts. Go-to-market is predominantly direct sales organized by channel, augmented by national marketing partnerships with major CPG suppliers, an online onboarding and ordering platform, and community/charity sponsorships. As a division of PFG, Vistar benefits from parent-level supply chain scale, capital access, and shared infrastructure, while reporting through PFG's corporate disclosures rather than as a standalone entity.
Vistar firmographics
Firmographics- Name
- Vistar
- Legal name
- Performance Food Group
- Website
- https://vistar.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Vistar is a U.S. specialty distributor of candy, snacks, and beverages — a division of Performance Food Group — serving over 60,000 customers across 13 channels through 24 nationwide distribution centers and a 20,000+ SKU assortment.
- Ownership category
- akta.pro rank
Where Vistar is headquartered
LocationHeadquarters
- HQ city
- Centennial
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vistar business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Candy, Snack, and Beverage Distribution: Vistar generates revenue through the distribution and sale of candy, snacks, and beverages to over 60,000 customers nationwide through 13 sales channels. The company distributes over 20,000+ SKUs from national and innovative brands, supported by 24 nationwide distribution centers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Business customer pricing based on order volume and class of trade |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Vistar product offering
Product offeringCore offering
Vistar distributes over 20,000 SKUs of candy, snacks, and beverages to more than 60,000 customers nationwide through 24 distribution centers and 13 specialized sales channels including vending, micro-markets, office coffee, campus retail, theater, hospitality, military, gaming, travel, e-commerce, and corrections. Customers place orders through the proprietary Customer First online platform, with options for dry, frozen, refrigerated, and small-parcel delivery, supported by data-driven insights and planogram services.
Product overview
Vistar is a division of Performance Food Group and a leading candy, snack, and beverage distributor offering over 20,000+ SKUs. The company's product portfolio centers on its Customer First online ordering platform, complemented by specialized programs including Good to Go (healthier snack alternatives), Snacking with a Purpose (diversity and inclusion initiative), Grab and Go (ready-to-eat options), USDA Smart Snack (K-12 compliant products), and Plentiful Pantry. The company serves customers through 13 distinct industry channels including Vending & Micro Markets, Office Coffee Services, Campus Retail, Theater & Concessions, Hospitality, and E-Commerce & Fulfillment, supported by 24 nationwide distribution centers and delivered via the Customer First platform with data-driven insights, planogram services, and customized delivery schedules.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer First
Quantifiable outcome
- Serving over 60,000 customers nationwide
- +2 more outcomes
Companies that use Vistar
Customer profileNamed customers2 records
Segments13 records
Ideal customer profiles6 records
Vistar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Vistar partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered strategic, core and minor.
- AsanastrategicVistar is an official Gold Certified Asana partner, implementing AI-driven work management solutions using Asana AI Teammates. The company provides tailored workflow design, training, support, and governance to facilitate AI adoption and maximize ROI across Middle Eastern operations in UAE, KSA, Oman, Qatar, and Bahrain.
- CanteencoreVistar provides national distribution for Odyssey Functional Energy beverages through Canteen's network of 8,100+ workplace micro markets across the United States. The expansion is enabled through Compass Group's Foodbuy approval, granting access to all Compass divisions including Canteen, Bon Appétit Management Company, and Chartwells Higher Education Dining Services.
- Performance Food Group (PFG)coreVistar is a division of Performance Food Group, leveraging the resources and scale of a major food distribution company. This parent company relationship provides access to comprehensive supply chain capabilities, sustainability initiatives including 2024 Sustainability Report, and operational infrastructure.
- St. Jude Children's Research HospitalminorVistar is a proud national sponsor of St. Jude Children's Research Hospital, raising thousands in support of finding cures for children. Team members across the United States participate annually in the St. Jude Walk/Run.
- Truckers Against TraffickingminorVistar collaborates with Truckers Against Trafficking (TAT) to educate and empower drivers to identify and report suspicious activities, supporting ethical principles in transportation centers nationwide.
- EVOBEANminorVistar partners with EVOBEAN, a small-batch roasted coffee company emphasizing quality and sustainability. For every 500 cups or 10lbs of Evobean coffee sold, a tree is planted with the Arbor Day Foundation. To date, 5,000 trees have been planted.
- HersheycoreHershey is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- Mars WrigleycoreMars Wrigley is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- Red BullcoreRed Bull is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- PepsiCocorePepsiCo is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- General MillscoreGeneral Mills is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- KellanovacoreKellanova is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- NestlécoreNestlé (including Nestlé Professional) is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- FerraracoreFerrara is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- Campbell'scoreCampbell's is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
- Keurig Dr PeppercoreKeurig is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Vistar competitors and assessment
Company assessmentBroad incumbents
- C&S Wholesale Grocers: C&S is the largest wholesale grocery distributor in the US, supplying independent grocers, retail chains, and foodservice operators. It is a broad incumbent in the wholesale food distribution space adjacent to Vistar's B2B supply role.
- Sysco: Sysco is the largest US broadline foodservice distributor, serving restaurants, healthcare, education, and hospitality with a vast SKU assortment. While not focused on vending/concessions like Vistar, it competes for adjacent foodservice customers and represents the scaled incumbent in food distribution.
- US Foods: US Foods is the second-largest US broadline foodservice distributor with national distribution across restaurants, healthcare, and hospitality. It is a broad incumbent overlapping with Vistar in hospitality and institutional channels.
- SpartanNash: SpartanNash is a food distributor serving military commissaries, retail grocers, and foodservice operators nationwide. It is comparable as a diversified distributor with overlap in military and institutional channels where Vistar also operates.
Regional players
- Bozzuto's: Bozzuto's is a family-owned broadline food distributor serving independent retailers and foodservice operators primarily in the Northeast US. It is a regional peer comparable to Vistar in distribution model and customer types, though with narrower geographic reach.
Emerging players
- KeHE Distributors: KeHE specializes in natural, organic, and specialty food and beverage distribution to retailers and foodservice operators. It is an emerging-adjacent peer as it competes for better-for-you product distribution and overlaps with Vistar's emerging suppliers segment.
Direct peers
- McLane Company: McLane is one of the largest distributors in the US serving convenience stores, vending, and foodservice channels with a broad assortment including snacks, beverages, and candy. It is the most direct competitor to Vistar in vending and micro-market distribution.
- Eby-Brown: Eby-Brown is a leading distributor of snacks, candy, and beverages to convenience stores and vending operators across the Midwest and Southeast. It directly competes with Vistar in the candy/snack distribution channel serving vending and c-store operators.
- H.T. Hackney: H.T. Hackney is a wholesale distributor serving convenience stores, vending, and foodservice operators with snacks, beverages, and tobacco. It overlaps directly with Vistar's vending and micro-market customer base.
- Reyes Holdings: Reyes Holdings operates beverage distribution (including Coca-Cola and beer franchises) and foodservice distribution (Martin Bros.), making it a peer in beverage distribution and vending channel supply where Vistar also operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Vistar social profiles
Digital presenceVistar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vistar leadership team
Management profileNumber of profiles
Profiles1 record
Vistar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vistar M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vistar
What does Vistar do?
Vistar distributes over 20,000 SKUs of candy, snacks, and beverages to more than 60,000 customers nationwide through 24 distribution centers and 13 specialized sales channels including vending, micro-markets, office coffee, campus retail, theater, hospitality, military, gaming, travel, e-commerce, and corrections. Customers place orders through the proprietary Customer First online platform, with options for dry, frozen, refrigerated, and small-parcel delivery, supported by data-driven insights and planogram services.
Is Vistar a public or private company?
Vistar is a private company. It is classified as corporate owned and is currently operating.
When was Vistar founded?
Vistar was founded in 1997. It employs 1,001 to 5,000 people.
Where is Vistar based?
Vistar is headquartered in Centennial, United States, in the North America region.
How does Vistar make money?
One revenue line is on record: candy, Snack, and Beverage Distribution.
Who are Vistar's main competitors?
Broad incumbents on record are C&S Wholesale Grocers, Sysco, US Foods and SpartanNash. Bozzuto's is listed as a regional player. KeHE Distributors is listed as an emerging player. Direct peers are McLane Company, Eby-Brown, H.T. Hackney and Reyes Holdings.
Does Vistar have an API?
No public API is recorded for Vistar.