Veritable Vegetable
Veritable Vegetable is the oldest organic produce wholesale distributor in the US, delivering fresh organic produce, dairy, and grocery via its own refrigerated fleet to restaurants, retailers, and food manufacturers across California and into the Southwest, plus Hawaii and New York.
- Company typePrivate
- Founded1974
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Veritable Vegetable does
Veritable Vegetable is the oldest organic produce wholesale distributor in the United States, founded in 1974 in San Francisco as a supply arm of the People's Food System collective. The company distributes fresh organic produce, dairy, and grocery items on a wholesale B2B basis to restaurants, retail grocers, and food manufacturers across California and into Arizona, Colorado, Nevada, and New Mexico, with shipping to Hawaii and New York. It operates a company-owned refrigerated fleet of 26+ vehicles (expanding toward 35 power units) covering more than one million miles annually and running 365 days per year, supported by 44,000+ sq ft of temperature-controlled warehouse space across four San Francisco locations.
The business runs on a transaction-based distribution model with tiered delivery minimums (less than $500 will-call, $500-$2,000+, with location-specific minimums) and a separate Freight Solutions line offering LTL and TL refrigerated carrier services with common carrier authority, cold/ambient storage, and cross-docking. Proprietary operational technology includes a voice-directed picking system (Lucas Systems, 2024), Trimble routing and fleet telematics, and sustainability infrastructure such as 560 rooftop solar panels, CleanPowerSF SuperGreen renewable electricity, renewable diesel for 40% of fuel, and two all-electric refrigerated trailers. The company maintains multi-decade exclusive grower relationships (B&J Ranch since 1977, founding partners Eco Farms and Organics Unlimited since 1974) and a Certified Organic Handler credential through CCOF since 2002.
Veritable Vegetable is a privately held, women-owned and led Benefit Corporation and certified B Corp (since 2014), with no disclosed venture capital or private equity investment. Revenue is generated through product markup on sourced produce and freight service fees; the company sells exclusively to commercial accounts (tax ID or sole proprietorship). Distribution channels include direct fleet delivery, will-call pickup at the San Francisco warehouse, and third-party freight services, supported by content marketing (variety guides, blog, newsletter), social media, and community partnership programs.
Veritable Vegetable firmographics
Firmographics- Name
- Veritable Vegetable
- Legal name
- Veritable Vegetable
- Website
- https://veritablevegetable.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Veritable Vegetable is the oldest organic produce wholesale distributor in the US, delivering fresh organic produce, dairy, and grocery via its own refrigerated fleet to restaurants, retailers, and food manufacturers across California and into the Southwest, plus Hawaii and New York.
- Ownership category
- akta.pro rank
Veritable Vegetable industry classification
Industry- Product category
- Organic Produce Wholesale Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Wholesale Distribution (CRAOAAAC)
- akta.pro secondary industries
- Organic Produce Wholesale (AFAIACAE), Fresh Produce Distribution (CRAOABAB), Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)
Keywords
Where Veritable Vegetable is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Veritable Vegetable business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Organic Produce Distribution: Wholesale distribution of organic produce, dairy, and grocery items to businesses. Revenue generated through product markup on sourced produce from grower partnerships, with delivery fees included for business customers across California and surrounding states.
- Freight Solutions: LTL (Less-than-Load) and Truck Load (TL) refrigerated carrier services with common carrier license and contract authority. Also offers long-term cold and ambient storage and cross-docking services in company warehouses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Will Call Pickup - orders under $500 |
| Transaction based/ take rate | Pay-as-you-go | Standard Delivery Tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Veritable Vegetable product offering
Product offeringCore offering
Veritable Vegetable is a wholesale distributor of fresh organic produce, dairy, and grocery items delivered to businesses via its own refrigerated fleet operating across California and parts of the Southwest. The company also provides LTL/TL refrigerated freight solutions with common carrier authority, long-term cold and ambient storage, and cross-docking services, supported by 44,000+ sq ft of temperature-controlled warehouses in San Francisco.
Product overview
Veritable Vegetable is a women-owned and led organic produce wholesale distributor offering a unified service platform centered on organic produce distribution, freight solutions, grower partnerships, and community collaboration. The core offering is organic produce distribution (fresh produce, dairy, and grocery) to businesses across California and into parts of Arizona, Colorado, Nevada, New Mexico, with shipping to Hawaii and New York. Supporting services include LTL/TL refrigerated freight solutions, direct grower partnerships, and community collaboration programs. The company also provides educational resources including variety guides for apples, melons, winter squash, and pears to support customers and consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Produce Distribution Wholesale distribution of fresh organic produce, dairy, and grocery items to businesses with tax IDs or sole proprietorships, including specialty and high-volume organic produce. Delivered via company-owned refrigerated fleet across California and into Arizona, Colorado, Nevada, and New Mexico, with shipping to Hawaii and New York.
- Freight Solutions
Quantifiable outcome
- 99% waste diverted from landfills
- +3 more outcomes
Companies that use Veritable Vegetable
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Veritable Vegetable technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Veritable Vegetable partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Lucas SystemscoreImplemented voice-directed picking technology (pick-to-voice system) for warehouse operations improving accuracy, efficiency and sustainability.
- California Certified Organic Farmers (CCOF)coreCertified Organic Handler through CCOF since 2002, certifying to USDA National Organic Program and CCOF international standards.
- San Francisco Marin Food BankcoreProduct donation partner receiving unsellable food donations to support anti-hunger efforts in the community.
- Meals on WheelscoreProduct donation partner supporting meal delivery programs for seniors and those in need.
- Glide MemorialcoreProduct donation partner receiving fresh organic produce for community feeding programs.
- Oakland ZoominorReceives unsellable produce donations for animal feed programs.
- CleanPowerSFcoreSuperGreen program providing 100% renewable electricity from California-based wind project for 44,000 sq ft warehouse and office.
- City of San FranciscocorePartnership for legacy business recognition, electric truck trials, and municipal collaborations on sustainability initiatives.
- B&J RanchcoreLong-standing exclusive relationship with citrus grower in Thermal, California dating back to 1977. Farm sells exclusively to VV.
- Eco FarmscoreFounding grower partner from 1974 still collaborating with company today.
- Organics UnlimitedcoreFounding grower partner from 1974 still collaborating with company today.
- Full Belly FarmcoreLong-standing organic farm partnership including participation in first Tasting of Summer Produce event.
- Organic Farming Research Foundation (OFRF)minorFounding contributor to OFRF which funds educational objectives and on-farm research of organic growing practices. Mary Jane Evans served on board as Treasurer for 10 years.
- Climate CollaborativecoreMember of business community taking action on climate change across nine focus areas including agriculture, energy efficiency, transportation and renewable energy.
Scale indicators7 records
Recent moves12 records
Expansion highlights5 records
Veritable Vegetable competitors and assessment
Company assessmentDirect peers
- Earl's Organic Produce: San Francisco-based wholesale distributor of organic produce to retailers, restaurants, and foodservice operators across the Western US. Directly comparable business model, customer base, and West Coast regional focus.
- Baldor Specialty Foods: Specialty foods and fresh produce distributor in the Northeast US serving restaurants and retailers. Comparable B2B specialty/fresh distribution model with similar quality and service positioning.
- Albert's Organics: National organic produce distributor now part of KeHE Distributors; comparable organic wholesale business serving retailers and natural foods chains. Closest direct competitor at national scale.
- Diamond Organics: Organic produce distributor serving retail and foodservice customers; competes with VV in organic wholesale distribution with overlapping product mix and grower-sourcing model.
- Pacific Produce: Wholesale distributor of fresh produce including organic items serving Western US retailers and restaurants. Overlap in customer base and produce categories.
Broad incumbents
- KeHE Distributors: Large national natural and specialty foods distributor that acquired Albert's Organics. Broader portfolio than VV but overlapping organic produce capabilities and customer base.
- Four Seasons Produce: Large wholesale produce distributor serving the Eastern US with broad conventional and organic assortments. Adjacent in business model but larger scale and different geographic focus.
- FreshPoint: Sysco-owned specialty produce distributor serving foodservice operators across North America. Overlaps in fresh produce distribution to restaurants but operates at much larger national scale.
Emerging players
- Imperfect Foods: Online grocer specializing in 'ugly' and surplus organic produce with a values-driven supply chain. Overlaps with VV's organic sourcing mission and farm-direct relationships but targets consumers via DTC rather than B2B.
- Specialty Produce: San Diego-based produce information and wholesale platform with online ordering for foodservice and retail buyers. Comparable fresh produce wholesaling with technology-enabled ordering model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Veritable Vegetable social profiles
Digital presenceVeritable Vegetable compliance and trust
Trust signalCompliance4 records
Veritable Vegetable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veritable Vegetable leadership team
Management profileNumber of profiles
Profiles9 records
Veritable Vegetable funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veritable Vegetable 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 Veritable Vegetable
What does Veritable Vegetable do?
Veritable Vegetable is a wholesale distributor of fresh organic produce, dairy, and grocery items delivered to businesses via its own refrigerated fleet operating across California and parts of the Southwest. The company also provides LTL/TL refrigerated freight solutions with common carrier authority, long-term cold and ambient storage, and cross-docking services, supported by 44,000+ sq ft of temperature-controlled warehouses in San Francisco.
Is Veritable Vegetable a public or private company?
Veritable Vegetable is a private company. It is classified as management employee owned and is currently operating.
When was Veritable Vegetable founded?
Veritable Vegetable was founded in 1974. It employs 51 to 100 people.
Where is Veritable Vegetable based?
Veritable Vegetable is headquartered in San Francisco, United States, in the North America region.
How does Veritable Vegetable make money?
Two revenue lines are on record. Organic Produce Distribution is the primary driver. The others are freight Solutions.
Who are Veritable Vegetable's main competitors?
Direct peers on record are Earl's Organic Produce, Baldor Specialty Foods, Albert's Organics, Diamond Organics and Pacific Produce. Broad incumbents are KeHE Distributors, Four Seasons Produce and FreshPoint. Emerging players are Imperfect Foods and Specialty Produce.
Does Veritable Vegetable have an API?
No public API is recorded for Veritable Vegetable.
What industry is Veritable Vegetable in?
Veritable Vegetable's product category is Organic Produce Wholesale Distribution. Its primary akta.pro industry code is CRAOAAAC, Fresh Produce Wholesale Distribution, with a secondary code of AFAIACAE, Organic Produce Wholesale. Its NAICS code is 424480 and its SIC code is 5140.