Primary Connect
Primary Connect is the supply chain and logistics division of Woolworths Group, operating Australia's largest food and retail supply chain network across Australia and New Zealand, and extending freight, warehousing, and international shipping services to over 1,300 external commercial customers via its Primary Connect+ arm.
- Company typePrivate
- Founded2018
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Primary Connect does
Primary Connect is the supply chain and logistics operating division of Woolworths Group Limited (ASX: WOW), Australia's largest retailer. The division manages end-to-end freight, warehousing, and distribution across Australia and New Zealand, moving approximately 30 million cartons per week (1.7 billion annually) to 3,000+ retail stores and serving 4.5 million customers daily. Primary Connect's commercial arm, Primary Connect+, extends this network to over 1,300 external customers across FMCG, food manufacturing, beverage, fresh produce, temperature-controlled, and liquor segments.
The portfolio comprises three core services (Domestic Transport, Storage and Warehousing, International Shipping) and four specialist expertise modules (Fruit and Veg, Temperature Controlled, Ambient and General Merchandise, Liquor). Underlying technology includes the My Primary Connect (MyPC) self-serve digital platform for order management and tracking, integrated WMS/TWS systems, the ECargo tracking system for New Zealand operations, and industrial automation at the Moorebank Intermodal Precinct encompassing ASRS, robotic palletisers, goods-to-person case buffers, an air-bridge between NDC and RDC, unmanned container vehicles, and a direct rail link to Port Botany. Facilities span 35+ sites in Australia and New Zealand, including the Moorebank NDC (opened November 2024), Auburn Automated CFC, and dedicated fresh and chilled distribution centres.
The revenue model is managed services, with two streams: internal logistics for Woolworths Group retail brands (fees deducted via supplier remittance) and external Primary Connect+ services (invoice or direct-debit billed). Pricing is quote-based and usage-based, with monthly-adjusted fuel levies (Australian Local 8.46%, Linehaul 21.42%, Rail 24.10% effective late June 2026; NZ Fuel Adjustment Factor 16.71% from July 2026). Go-to-market is sales-led, with dedicated Business Development Managers per vertical and a Salesforce-integrated partner portal, supplemented by digital channels and industry events such as Transport Safety Day. The business is not separately financed or reported; Primary Connect functions as an internal cost center and adjacent commercial 3PL within Woolworths Group.
Primary Connect firmographics
Firmographics- Name
- Primary Connect
- Legal name
- Primary Connect (operated by Woolworths Group Limited)
- Website
- https://primaryconnect.com.au
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Primary Connect is the supply chain and logistics division of Woolworths Group, operating Australia's largest food and retail supply chain network across Australia and New Zealand, and extending freight, warehousing, and international shipping services to over 1,300 external commercial customers via its Primary Connect+ arm.
- Ownership category
- akta.pro rank
Where Primary Connect is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices36 records
Markets served
Primary Connect business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Supply Chain, Marketing or Sales
Revenue model
- Woolworths Group Internal Logistics Services: Primary Connect operates as the internal supply chain and logistics arm of Woolworths Group, providing transport, warehousing, and distribution services exclusively to Woolworths supermarkets, BIG W, Dan Murphy's, BWS, and other Woolworths Group retail brands.
- Primary Connect+ External Commercial Services: The commercial arm Primary Connect+ extends supply chain services to over 1,300 external customers including FMCG providers, food manufacturers, beverage companies, and general merchandise suppliers. Services include domestic transport, international shipping, storage and warehousing, and customs clearance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Primary Connect+ Australian Fuel Levy (effective 29 June 2026 road, 1 July 2026 rail) |
| Usage-based | Monthly | Primary Connect+ New Zealand Fuel Adjustment Factor (FAF) from 1st July 2026 |
| Transaction based/ take rate | Monthly | Woolworths/BIG W Supplier Transport Fees |
| Other | Pay-as-you-go | External Customer Services |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Primary Connect product offering
Product offeringCore offering
Primary Connect is the supply chain and logistics division of Woolworths Group, providing end-to-end transport, warehousing and distribution services across Australia and New Zealand. Through its commercial arm Primary Connect+, it extends these services to over 1,300 external FMCG, food, beverage, liquor, produce and general merchandise customers with multimodal road, rail and coastal capabilities, international freight forwarding and category-specific expertise in fruit & veg, temperature-controlled and ambient merchandise supply chains.
Product overview
Primary Connect is the supply chain arm of Woolworths Group, operating as a single unified logistics platform called Primary Connect+ that offers end-to-end supply chain solutions. The portfolio consists of core services (Domestic Transport, Storage & Warehousing, International Shipping) combined with specialized expertise modules (Fruit & Veg, Temperature Controlled, Ambient & General Merchandise, Liquor). The ecosystem is supported by a proprietary digital platform called My Primary Connect (MyPC) for order management and tracking. Primary Connect+ serves over 1,300 external customers while managing 30 million cartons weekly for Woolworths Group, operating facilities including the Moorebank Intermodal Precinct (NDC and RDC) with automation capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Primary Connect+ The commercial arm of Primary Connect providing end-to-end logistics services to external customers across Australia and New Zealand, including domestic transport, international shipping, storage, and supply chain expertise across multiple categories. Designed for FMCG providers, food manufacturers, beverage companies, liquor suppliers and general merchandise suppliers that need nationwide supply chain scale without building their own infrastructure.
- Domestic Transport Services Multimodal domestic transport across Australia combining road transport (via 80+ carrier partners and 1,200+ trailers), direct rail services (500+ containers) and coastal shipping (to Fremantle from Melbourne, Sydney, Brisbane, Adelaide via Port Botany), handling 1.7 billion cartons annually with 98–99% DIFOT. For FMCG suppliers, manufacturers, beverage companies and retailers requiring nationwide freight with resilience and scale.
- Storage and Warehousing Storage and warehousing solutions including co-location storage with major retailers, consolidation hubs and distribution centres such as Moorebank NDC, aimed at delivering faster replenishment and lower cost-to-serve. For suppliers and retailers needing nationwide or regional distribution centre footprints with optimised load and stock handling.
- International Shipping Ocean freight services importing 100,000+ TEUs annually, along with landside logistics, customs clearance and wharf cartage through contract relationships with all major ocean carriers. For Australian and New Zealand importers needing permits, customs classifications and quarantine compliance handled end-to-end.
- Fruit & Veg Supply Chain Specialised fresh produce supply chain handling 1.5 billion cartons of fruit and vegetables annually, with temperature-controlled transport, regional carrier partnerships and expertise developed since 2003. For growers and packhouses needing farm-to-DC transport with rapid turnaround and freshness preservation.
- Temperature Controlled Supply Chain Cold chain management for chilled, frozen and deep-frozen products using multi-temperature facilities, a refrigerated fleet, HACCP compliance and FIFO/FEFO stock management. For food manufacturers, dairy suppliers, seafood producers and quick-service restaurants requiring temperature integrity from production to retail.
- Ambient and General Merchandise Supply Chain General merchandise and ambient grocery logistics offering optimised loads, high-productivity equipment, less-than-truckload options and fast distribution centre turnaround. For ambient FMCG suppliers, packaging manufacturers and general merchandise sellers needing flexible transport for non-perishable goods.
- Liquor Supply Chain Australia's largest drinks and liquor supply chain offering customised transport for finished products, raw materials and packaging, with hubs located in wine regions and capital cities. For wine, spirits and alcoholic beverage suppliers needing compliant regional, inter-state and export logistics.
- My Primary Connect (MyPC) Digital platform providing real-time order management, shipment tracking, proof of delivery, tax invoice viewing and pallet label printing for Primary Connect+ customers. Automates key daily interactions and offers consolidated activity reporting with 24/7 technical support.
- NZ Primary Connect+ New Zealand operations of Primary Connect+ providing road transport via 40+ carrier partners, coastal shipping between North and South Islands, storage, international shipping and customs clearance services, with end-to-end shipment visibility via ECargo and 98%+ DIFOT.
Quantifiable outcome
- 98-99% Delivery In Full On Time (DIFOT)
- +6 more outcomes
Companies that use Primary Connect
Customer profileNamed customers18 records
Segments7 records
Ideal customer profiles3 records
Primary Connect technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Primary Connect partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and supporting.
- QubecoreQube developed the Moorebank Intermodal Precinct where Primary Connect operates its National Distribution Centre (NDC) and Regional Distribution Centre (RDC). The precinct features a direct rail link to Port Botany and enables seamless cross-docking via an air bridge between facilities.
- LinfoxcorePartnership with Linfox to trial and operationalize one EV Prime Mover at Melbourne Fresh DC in F25. Following successful pilot, expansion planned as part of Melbourne operation.
- TollcorePlanned partnership for pilot of five EV prime movers at Moorebank National DC in F26, supported by 960kW EV charging unit with six dispensers funded by Australian Renewable Energy Agency.
- Australian Renewable Energy Agency (ARENA)supportingARENA provided funding for 960kW EV charging unit with six dispensers at Moorebank National DC to support EV fleet pilot.
- Foodbank Australiacore20-year partnership with Foodbank Australia; Primary Connect serves as one of Foodbank's largest pro bono transport providers, helping provide 92 million meals equivalent annually to Australians facing food insecurity.
- Healthy Heads in Trucks & Sheds (HHTS)supportingWoolworths Group is a founding member of HHTS, a registered not-for-profit foundation providing national approach to improving mental health and physical wellbeing for people working in road transport, warehousing and logistics.
- Australian Food & Grocery Council (AFGC)supportingPartnership with AFGC Trading Partner Forum working to drive efficiency and simplicity across the FMCG supply chain by establishing greater standardization in non-competitive areas.
- National Heavy Vehicle Regulator (NHVR)supportingPrimary Connect collaborates with NHVR on Chain of Responsibility (CoR) compliance under Heavy Vehicle National Law (HVNL) to ensure safe vehicles, drivers, and loads on roads.
- DHL Supply ChaincoreLarge Carrier of the Year 2025 winner; trusted transport carrier partner operating within Primary Connect network.
- Careys Freight LinescoreSmall Carrier of the Year 2025 winner; trusted transport carrier partner operating within Primary Connect network.
Scale indicators22 records
Recent moves9 records
Expansion highlights6 records
Primary Connect competitors and assessment
Company assessmentDirect peers
- Kuehne+Nagel: World-leading ocean and air freight forwarder with global contract logistics operations, including ANZ. Competes directly with Primary Connect's international shipping, customs clearance and FMCG logistics offerings.
- Toll Group: Major ANZ-based 3PL offering road, rail, sea and air freight plus contract logistics. Direct competitor in domestic transport and warehousing, and a current pilot partner with Primary Connect for EV prime movers at Moorebank.
- Mainfreight: New Zealand-headquartered global 3PL with significant ANZ road, rail, sea and air freight plus warehousing operations. Direct competitor across Primary Connect's core ANZ geographies and customer segments.
- Linfox: Australia's largest privately owned logistics company, providing road transport, warehousing and supply chain services to FMCG and retail customers. Direct competitor and current EV pilot partner with Primary Connect at Melbourne Fresh DC.
- Qube Holdings: ANZ provider of import/export logistics, intermodal terminals, road and rail transport. Strategic partner that developed the Moorebank Intermodal Precinct and a direct competitor in intermodal and port-related logistics.
- CEVA Logistics: Global 3PL (CMA CGM group) with strong ANZ presence in contract logistics, freight management and customs. Direct competitor for Primary Connect+ international shipping and FMCG customers.
- DSV: Global transport and logistics company (including post-Schenker integration) with significant ANZ road, air, sea and contract logistics presence. Direct competitor for external Primary Connect+ customers.
- DHL Supply Chain: Global 3PL operating contract logistics, warehousing and multi-modal transport across ANZ. Direct competitor to Primary Connect+ for external FMCG and retail customers and also a current carrier partner within Primary Connect's network.
Broad incumbents
- Brambles (CHEP): ANZ-listed logistics and supply chain conglomerate best known for CHEP pooled pallets, with adjacent supply chain services. Comparable given its reach across Woolworths/Coles supplier ecosystems, though primarily a pallet-pooling specialist rather than full 3PL.
Regional players
- Aurizon: Australia's largest rail freight operator, including bulk and intermodal. Comparable to Primary Connect's direct rail services arm, particularly for linehaul and intermodal volumes between capital cities and Port Botany.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Primary Connect social profiles
Digital presencePrimary Connect financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primary Connect leadership team
Management profileNumber of profiles
Profiles14 records
Primary Connect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primary Connect 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 Primary Connect
What does Primary Connect do?
Primary Connect is the supply chain and logistics division of Woolworths Group, providing end-to-end transport, warehousing and distribution services across Australia and New Zealand. Through its commercial arm Primary Connect+, it extends these services to over 1,300 external FMCG, food, beverage, liquor, produce and general merchandise customers with multimodal road, rail and coastal capabilities, international freight forwarding and category-specific expertise in fruit & veg, temperature-controlled and ambient merchandise supply chains.
Is Primary Connect a public or private company?
Primary Connect is a private company. It is classified as corporate owned and is currently operating.
When was Primary Connect founded?
Primary Connect was founded in 2018. It employs 51 to 100 people.
Where is Primary Connect based?
Primary Connect is headquartered in Sydney, Australia, in the Oceania region.
How does Primary Connect make money?
Two revenue lines are on record. Woolworths Group Internal Logistics Services are the primary driver. The others are primary Connect+ External Commercial Services.
Who are Primary Connect's main competitors?
Direct peers on record are Kuehne+Nagel, Toll Group, Mainfreight, Linfox, Qube Holdings, CEVA Logistics, DSV and DHL Supply Chain. Brambles (CHEP) is listed as a broad incumbent. Aurizon is listed as a regional player.
Does Primary Connect have an API?
No public API is recorded for Primary Connect.