Vistar

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.

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

Headquarters

HQ city

Centennial

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core 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

Named customers2 records

Segments13 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered strategic, core and minor.

• AsanastrategicTechnology or Integration · 10 April 2026Vistar 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.
• CanteencoreChannel Partner/ Reseller/ Distributor · 27 January 2026Vistar 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)coreStrategic or Co-development PartnerVistar 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 HospitalminorOthersVistar 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 TraffickingminorOthersVistar collaborates with Truckers Against Trafficking (TAT) to educate and empower drivers to identify and report suspicious activities, supporting ethical principles in transportation centers nationwide.
• EVOBEANminorOthersVistar 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.
• HersheycoreChannel Partner/ Reseller/ DistributorHershey is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• Mars WrigleycoreChannel Partner/ Reseller/ DistributorMars Wrigley is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• Red BullcoreChannel Partner/ Reseller/ DistributorRed Bull is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• PepsiCocoreChannel Partner/ Reseller/ DistributorPepsiCo is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• General MillscoreChannel Partner/ Reseller/ DistributorGeneral Mills is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• KellanovacoreChannel Partner/ Reseller/ DistributorKellanova is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• NestlécoreChannel Partner/ Reseller/ DistributorNestlé (including Nestlé Professional) is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• FerraracoreChannel Partner/ Reseller/ DistributorFerrara is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• Campbell'scoreChannel Partner/ Reseller/ DistributorCampbell's is listed as a national marketing partner, with their logo featured prominently in supplier marketing materials on Vistar's supplier page.
• Keurig Dr PeppercoreChannel Partner/ Reseller/ DistributorKeurig 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

Broad 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

• Facebookfacebook.com/VistarCo
• LinkedInlinkedin.com/company/vistar-a-pfg-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Vistar