Goodman Fielder

What Goodman Fielder does

Goodman Fielder is a leading Australasian food manufacturer and distributor, founded in 1909 and headquartered in Sydney, Australia. The company produces and sells a broad portfolio of branded food products spanning bread and bakery, dairy, flour, sugar, oils and spreads, condiments, frozen pastry, snacks, cheese, ice cream, rice, and meat/poultry across Australia, New Zealand, Fiji, Papua New Guinea, and New Caledonia, marketed under 120+ household brands including Helga's, Wonder, Praise, CSR Sugar, MeadowLea, Edmonds, Vogel's, Meadow Fresh, and Chelsea. Goodman Fielder operates 40+ manufacturing plants across the five countries and runs a distribution network delivering to over 30,000 retail, foodservice, and route outlets daily, holding No. 1 or No. 2 positions in most larger product categories in which it competes.

The company's underlying technology platform centres on integrated SCADA (Inductive Automation) and MES (Sepasoft) systems connected to SAP ERP via MQTT protocol across three bakeries and five production lines, enabling automated recipe management, production scheduling, real-time reporting, and pan tracking. Goodman Fielder is privately held and wholly owned by Wilmar International since 2019, following Wilmar's 2015 acquisition alongside First Pacific. The company generates revenue through one-time-product sales across four streams: (1) retail grocery product sales to major supermarket chains and independent stores, (2) foodservice and route sales to restaurants, hotels, hospitals, fast food, and small retail outlets, (3) industrial/B2B bulk ingredient supply (oils, flour, rice, sugar, dairy) to food manufacturers, and (4) international export, most prominently Meadow Fresh UHT milk to Sam's Club China via a partnership with Yihai Kerry Arawana. Pricing is quote-based and not publicly disclosed given the B2B and retail-intermediary channel mix. With 5,000+ employees, the company also maintains dedicated Consumer Advisory Centres in Australia and New Zealand and pursues sustainability initiatives such as the Australian Food Pact and a Reflect-stage Reconciliation Action Plan.

Name

Goodman Fielder

Legal name

Goodman Fielder Pty Limited

Website

https://goodmanfielder.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Goodman Fielder is a privately held Australasian food manufacturer operating 40+ plants and 120+ brands across Australia, New Zealand, Fiji, PNG, and New Caledonia, supplying bread, dairy, flour, sugar, oils, and snacks to 30,000+ retail and foodservice outlets daily. Wholly owned by Wilmar International since 2019.

Ownership category

akta.pro rank

Product category

Packaged Foods Manufacturing

NAICS

General Line Grocery Merchant Wholesalers (42441), Other Grocery and Related Products Merchant Wholesalers (42449), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Shelf-Stable Packaged Foods Wholesale (Canned, Dry, Snacks) (AFAIABAB)

akta.pro secondary industries

Import/Export Broadline Foodservice Distributors (AFAIAAAH), Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM), Meat, Poultry & Seafood Wholesale Distribution (CRAOAAAD)

Keywords

• Packaged food manufacturing
• Bakery and dairy products
• Foodservice supply
• Industrial food ingredients
• Grocery brand portfolio

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Grocery Product Sales: Goodman Fielder manufactures and sells a broad portfolio of grocery products (bread, milk, flour, oil, sugar, dressings, condiments, frozen pastry, etc.) to retail supermarket chains and independent stores across Australia, New Zealand, Fiji, Papua New Guinea, and New Caledonia. Products are sold under 120+ household brands through direct delivery to 30,000+ outlets daily.
2. Foodservice and Route Sales: Goodman Fielder supplies restaurants, hotels, hospitals, fast food stores, coffee shops, retirement homes, and route retail outlets with branded food products and ingredients across its full portfolio.
3. Industrial / B2B Ingredients: Goodman Fielder supplies industrial customers (food manufacturers, bakeries, food service businesses) with bulk ingredients including oils, flour, rice, sugar, and other baking inputs sourced globally.
4. International Export: Goodman Fielder exports leading Australian and New Zealand food brands (dairy, dressings, frozen goods, spreads and oils) to markets across Asia, Europe, and Africa, serving as a global expansion arm of the business.
5. Dairy Export to China: Goodman Fielder exports high-protein UHT milk (Meadow Fresh brand) to China under a long-term supply partnership with Yihai Kerry Arawana for Sam's Club, representing a high-value export stream.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Goodman Fielder manufactures, markets and distributes a broad portfolio of grocery and food products under 120+ household brands (bread, dairy, flour, sugar, oils, spreads, dressings, condiments, snacks, rice, cheese, ice cream, and meat products) for retail grocery, foodservice, industrial ingredient and international export customers. Products are sold across Australia, New Zealand, Fiji, Papua New Guinea and New Caledonia through direct enterprise sales, daily route delivery and distribution partners serving more than 30,000 outlets each day.

Product overview

Goodman Fielder is a leading food company operating across Australia, New Zealand, Fiji, Papua New Guinea, and New Caledonia with over 120 brands. The portfolio encompasses bread and bakery products (Wonder, Helga's, Buttercup, La Famiglia, Mighty Soft, Country Life, Vogel's), dairy products (Meadow Fresh, MeadowLea, Yoplait, Naturalea, Tararua Dairy Co, Chesdale), spreads and oils (Praise, Crisco, MeadowLea, Gold'n Canola, Olivani, Olive Grove, Simply Oil), flour and baking ingredients (Edmonds, CSR Sugar, Chelsea Sugar, White Wings, Defiance, Flame), condiments and sauces (Cornwell's, Holbrooks), cheese products (Puhoi Valley, Bouton d'or, Ornelle), ice cream (Lelei Premium Ice Cream, Tuckers Ice Cream), snacks (Twisties, UFOs, Yumos, Curlies, Cheeseballs, Biguns, Rashuns, Cheezels, Grainbakes), rice products (Fortune, Fielders, Skel Rice), and meat/poultry products (Crest, Country Kitchen, Arthurs Pies, Hellers). The company operates across multiple channels including retail/supermarkets, foodservice, industrial/ingredients, and export markets. Key brand partnerships include the Curious Nation agency handling activation for the CSR Sugar portfolio in Australia's grocery baking category.

Differentiator

Problem solved

Functional benefit

Brands

• Helga's: Premium bread brand for the Australian market, known for quality baked goods.
• Wonder
• Praise
• White Wings
• CSR Sugar
• Pampas
• MeadowLea
• Crisco
• Meadow Fresh
• Chelsea Sugar
• Edmonds
• Puhoi Valley
• Crest
• Bakers Professional
• Biguns
• Bilas
• Bouton d'or
• Bush Oven
• Buttercup
• Chesdale
• Cheeseballs
• Cheezels
• Country Kitchen
• Country Life
• Curlies
• Defiance
• ETA
• Fielders
• Freya's
• Gold'n Canola
• Grainbakes
• Holbrooks
• Island
• La Biscuitiere
• La Famiglia
• Lelei Premium Ice Cream
• Mighty Soft
• Molenberg
• Mother's Choice
• Naturalea
• Nature's Fresh
• Olivani
• Olive Grove
• Ornelle
• Quality Bakers
• Rashuns
• Simply Oil
• Skel Rice
• Soyuki
• Sunshine
• Tararua
• Tararua Dairy Co
• Tuckers Ice Cream
• Twisties
• UFOs
• Vogel's
• Yumos
• Yoplait
• Farinella
• Farine Premier
• Hellers

Products and services

• Helga's (premium bread) Premium artisan-style baked goods (bread) sold across Australian supermarket shelves under the Helga's brand.
• Wonder (bread) Soft, square-sliced sandwich loaves with no artificial preservatives and no added sugar; each loaf rated 4.5 Health Stars. Sold across Australian supermarket shelves.
• Praise (mayonnaise and dressings) Mayonnaise and salad dressings in a wide range of flavours sold to retail consumers and foodservice operators in Australia and New Zealand.
• CSR Sugar Australia's leading cane sugar brand offering the largest range of sugar products from molasses-rich dark brown to fine-crystal caster, including Low GI Sugar and Lite Reduced Calorie Sugar variants. Sold in Australian supermarkets.
• Pampas (pastry) High-quality frozen and chilled pastry products sold across Australian supermarket shelves; a brand with over 80 years of history.
• MeadowLea (spreads/margarine) Margarine and plant-oil spreads with at least 70% less saturated fat than butter and a source of Omega 3, sold across Australasia and the Pacific.
• Crisco (oils) Canola, sunflower, vegetable and peanut cooking oils sold to retail and foodservice customers across Australia.
• Meadow Fresh (dairy) New Zealand dairy brand offering milk and dairy products, including high-protein UHT milk exported to China via Yihai Kerry Arawana for Sam's Club.
• Edmonds (baking ingredients) Baking ingredients, flour, raising agents, yeasts, baking mixes, bread mixes, cake mixes, pancake mixes, desserts and frozen pastry sold across New Zealand.
• Chelsea Sugar Trusted baking sugar sold across New Zealand with over a century of brand heritage.
• Puhoi Valley (specialty cheese) Specialty cheeses including double cream brie and goat feta sold in New Zealand retail and foodservice channels.
• Vogel's (bread) New Zealand's iconic light grain and specialty breads, including lower-carb variants, sold across New Zealand supermarkets.
• Crest (chicken) Farm-fresh chicken sold across Fiji through retail and foodservice channels.
• Flame (flour) Plain, self-raising, wholemeal and Skon flour variants sold in Papua New Guinea.
• Fielders Jasmine Rice Fragrant jasmine rice from Vietnam sold across Fiji and other markets.
• Cornwell's (vinegars and table sauces) White, Malt and Apple Cider vinegars and table sauces sold across Australian retail and foodservice channels.
• Twisties (snacks) Corn-based cheese-curl snack sold across Papua New Guinea and the Pacific region.
• Hellers (meat products) Meat and food products sold across New Zealand retail and foodservice channels.
• Goodman Fielder Foodservice supply B2B supply of branded and ingredient food products to restaurants, coffee shops, hotels, hospitals, fast food and aged-care caterers across Australia, New Zealand, Fiji, PNG and New Caledonia, supported by dedicated Food Services Customer Advisory lines (1800 025 066 AU; 0800 805 255 NZ).
• Industrial / B2B bulk ingredients Bulk industrial supply of oils, flour, rice, sugar, dairy and other baking inputs to food manufacturers, commercial bakeries and industrial food businesses, sourced globally and offered at competitive commercial pricing.

Quantifiable outcome

• Over 30,000 outlets served daily
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Curious NationminorGTM or Marketing Partner · 17 February 2026Curious Nation, a brand activation agency, secured the Goodman Fielder CSR Sugar portfolio activation within Australia's grocery baking category following a competitive pitch. This is one of three new business wins for Curious Nation across Australia, New Zealand, and Japan.
• Yihai Kerry Arawana (Wilmar International subsidiary)coreStrategic or Co-development Partner · 19 June 2025Goodman Fielder entered a long-term supply partnership with Yihai Kerry Arawana for high-protein UHT milk (Meadow Fresh brand) for the Chinese retail market, including supply to Sam's Club in China. The agreement was formally signed by Goodman Fielder NZ CEO Bernard Duignan and Tao Wu, Director of Retail Business at Yihai Kerry Arawana, with NZ Prime Minister and Chinese Ambassador in attendance.
• Eat Up (Charity)minorGTM or Marketing Partner · 1 January 2025Wonder bread (Goodman Fielder brand) partnered with Eat Up, a leading charity providing free school lunches to children in need, for a Guinness World Record attempt (longest line of sandwiches). The 7-year partnership has made over 14,520 sandwiches for Aussie children doing it tough, combining brand purpose with community impact.
• Inductive AutomationcoreTechnology or Integration · 1 January 2022Goodman Fielder implemented Inductive Automation's SCADA software and Sepasoft's MES (Manufacturing Execution System) across three bakeries and five production lines. The systems are integrated with Goodman Fielder's existing SAP ERP system using the MQTT industrial networking protocol, eliminating manual data entry and enabling automated recipe management, production scheduling, real-time reporting, and pan tracking.
• Sepasoft (MES Provider)coreTechnology or Integration · 1 January 2022Sepasoft's MES was implemented alongside Inductive Automation's SCADA platform across three bakeries and five production lines at Goodman Fielder, integrated with SAP ERP via MQTT protocol for automated recipe management and production scheduling.
• End Food Waste Australia / End Food Waste CRCminorStrategic or Co-development PartnerGoodman Fielder is a founding signatory of the Australian Food Pact under End Food Waste Australia. The company is also working with the End Food Waste CRC on projects like commercialising ingredients made from food that would otherwise be wasted (e.g., SSS Strawberries project that reduced food waste by 80%).

Scale indicators9 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Bega Cheese: Bega Cheese is a major Australian branded dairy and food company (Bega brand, Vegemite owner), which directly competes with GF's spreads, dairy and grocery portfolio in Australian supermarkets and foodservice. Comparable scale and channel mix.
• Tip Top Bakery (George Weston): Tip Top is the leading New Zealand and Australian bread brand owned by George Weston Foods. Directly competes with GF's Helga's, Wonder, Buttercup and Vogel's on supermarket shelves and via route distribution in AU/NZ.
• Sanitarium Health Food Company: Sanitarium is the leading plant-based and breakfast cereal producer in Australia/New Zealand (Weet-Bix, So Good, Marmite) owned by the Seventh-day Adventist Church. Competes with GF in cereals, spreads and breakfast-adjacent categories in ANZ retail.
• Saputo: Saputo acquired Murray Goulburn in 2018 to become a leading ANZ dairy processor and cheese manufacturer (Woolworths Homebrand supplier, COON/Jack cheese successor). Direct competitor in dairy and cheese with overlapping customer base to GF's MeadowLea, Chesdale and Puhoi Valley.
• Manildra Group: Manildra Group is Australia's largest flour miller and a leading producer of bakery ingredients, industrial starch and ethanol. Directly competes with GF's Defiance, Flame and Farine Premier flour brands and supplies many of the same industrial bakery customers.
• George Weston Foods: Owned by Associated British Foods, George Weston Foods is Goodman Fielder's closest Australia/NZ competitor in branded baked goods (Tip Top bread), flour milling (Allied Pinnacle/Manildra overlap), and smallgoods. Same customers, same channels, same scale - the natural direct peer for PE benchmarking.
• Fonterra: Fonterra is New Zealand's dominant dairy cooperative and the country's largest food exporter, with which GF's Meadow Fresh dairy business directly competes in NZ retail, foodservice and export channels (especially Chinese consumer dairy markets). Co-exists on most major ANZ supermarket shelves.
• SunRice: SunRice is Australia's largest branded rice supplier (Sunwhite, Always Fresh, Cop rice). Directly competes with GF's Fielders, Fortune and Skel Rice brands in AU/NZ/Pacific Island retail and foodservice channels.

Broad incumbents

• Associated British Foods: ABF owns George Weston Foods and is a diversified global food conglomerate spanning grocery, sugar (Azucarera), and ingredients. Comparable as a parent-of-mature-food-portfolio structure with Australasian exposure, particularly relevant given the cross-holding logic with GF (large multi-brand packaged food group).
• Mondelez International: Mondelez is a global snacking major with significant Australasian operations (Cadbury, BelVita) that competes with GF's Twisties, Curlies, Cheezels and pastry brands in sweets and snacks. Less specialised in fresh bread/dairy but overlapping in processed snacking categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/goodman-fielder

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

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 Goodman Fielder