PFD Food Services

What PFD Food Services does

PFD Food Services Pty Ltd is a privately held Australian trade-only foodservice distributor headquartered at 6 Henderson Road, Knoxfield, Victoria, operating under the PFD Foods brand. The company distributes a comprehensive range of products — dry goods, frozen and chilled essentials, fresh seafood, premium proteins (beef, lamb, pork), confectionery, packaging, and cleaning solutions — from more than 70 warehouse and distribution facilities across every Australian state and territory, supported by an owned delivery fleet and HACCP-certified temperature-controlled environments.

The business runs on an account-based B2B model: pricing is not publicly disclosed and customers must hold a PFD trade account to access the proprietary online ordering platform at shop.pfdfoods.com.au, with a mobile app in pipeline. Two specialized sub-brands extend the core distribution platform — Grub Lab (a family-dining engagement product linking kids' menus to web-based games and rewards) and a Health & Aged Care division serving providers such as Regis and Arcare with texture-modified diets, fortified foods, and nutritional supplements. Distribution is delivered through a sales-led motion combining field account management with self-serve online ordering, targeting restaurants, cafés, hotels, pubs, clubs, caterers, and institutional foodservice operators.

PFD has operated for approximately 81 years (founded 1943/1944) and was brought to 100% ownership by Woolworths Group in 2024, providing capital backing and supply-chain integration as a wholly-owned strategic subsidiary. The company employs 2,500+ people across its national branch network and is currently building a 22,290 square metre flagship distribution facility at Jandakot Airport in Western Australia, scheduled to open in October 2026, which is expected to double WA operational capacity.

Name

PFD Food Services

Legal name

PFD Food Services Pty Ltd

Website

https://pfdfoods.com.au

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PFD Food Services is an Australian trade-only B2B foodservice distributor operating 70+ cold-chain warehouses nationwide, serving restaurants, cafés, hotels, caterers, and aged care providers with food, packaging, and cleaning supplies under a wholly-owned Woolworths Group subsidiary structure.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC)

akta.pro secondary industries

Temperature-Controlled Foodservice/Institutional Supply Wholesale (AFAIAHAK), Online Cold-Chain & Frozen Food Delivery (AFAIAMAL)

Keywords

• Foodservice distribution
• Wholesale food supply
• Commercial food distribution
• Hospitality product supply
• Aged care food service

Headquarters

HQ city

Ferntree Gully

HQ country

Australia

HQ region

Oceania

Offices50 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Foodservice Distribution: PFD generates revenue through distributing a comprehensive range of foodservice products including dry goods, frozen and chilled products, fresh seafood, meat proteins (beef, lamb, pork), confectionery, paper products, packaging, and cleaning solutions to trade-only foodservice operators. They operate on an account-based pricing model with no public pricing disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

PFD Food Services is a trade-only foodservice distributor supplying dry goods, frozen, chilled, fresh seafood, meat proteins, confectionery, cleaning solutions, and packaging to foodservice operators across Australia. The company operates a comprehensive distribution network from 70+ warehouses serving restaurants, hotels, cafes, clubs, and aged care facilities.

Product overview

PFD Food Services is a trade-only foodservice distributor operating as a single unified distribution platform rather than a modular product suite. The core offering consists of comprehensive food and supply distribution to foodservice operators, with specialized divisions including Health & Aged Care services and Grub Lab (Menu Magic family entertainment product). The company maintains an online ordering platform (shop.pfdfoods.com.au) and mobile app (coming soon to App Store) as digital channels for its distribution services.

Differentiator

Problem solved

Functional benefit

Brands

• Grub Lab: A family-focused entertainment product offering customizable menu booklets with web-powered games, experiences, and rewards for family-friendly dining venues.
• PFD Foodservice Health & Aged Care

Products and services

• PFD Food Distribution Services Trade-only distribution of food and non-food supplies to commercial foodservice operators including restaurants, cafes, hotels, clubs, and caterers across Australia, delivered from 70+ warehouse branches.
• Health & Aged Care Foodservice Solutions Specialised food and supply distribution service tailored for residential aged care facilities and healthcare food service operators, offering sector-specific products and expertise.
• Grub Lab Menu Magic Branded offering within PFD's portfolio, positioned around menu and food entertainment products for foodservice operators.

Quantifiable outcome

• Supply to 70+ locations across Australia with national reach and local knowledge
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Gordon Food Service: Largest privately-held broadline foodservice distributor in North America. Family-owned with a comparable comprehensive product range model spanning dry, refrigerated, frozen, and specialty foodservice items distributed to similar operator customers.
• Performance Food Group: US broadline foodservice distributor operating through Performance Foodservice and Vistar, serving restaurants, hospitality, healthcare, and convenience operators. Mirrors PFD's broad-line multi-category structure and trade-only B2B delivery model.
• US Foods: Major US broadline foodservice distributor serving independent restaurants, healthcare, and hospitality operators. Comparable to PFD in product range (including fresh protein and specialty items) and multi-region warehouse distribution model.
• Bidcorp Limited: JSE-listed multinational broadline foodservice distribution group operating across multiple geographies, parent of Bidfood Australia. Highly comparable operating model and customer profile to PFD, demonstrating the scale and structure of the broadline foodservice distribution sector globally.
• Brakes Group: UK foodservice distribution arm of Sysco, serving hospitality, healthcare, education, and pub/restaurant operators. Comparable to PFD in B2B foodservice broadline distribution, multi-temperature warehousing, and aged-care/hospitality customer mix.
• Countrywide Foodservice: UK-based broadline foodservice distributor serving hospitality, healthcare, education, and contract caterers. Direct analogue to PFD's broadline multi-category B2B foodservice distribution model in the UK market.
• Sysco Corporation: Global leader in broadline foodservice distribution headquartered in the US, serving restaurants, healthcare, education, hospitality, and travel customers. Operates a comparable large-scale multi-category distribution model with extensive product breadth and broad-line philosophy akin to PFD.

Direct peers

• MBS Metropolitan Buying Group: Australian foodservice buying group and broadline distributor supplying hospitality, food service, and institutional operators with comparable product breadth. Competes with PFD across similar customer segments and regions in Australia.
• Bidfood Australia: Australian broadline foodservice distribution arm of Bidcorp Limited, operating a national multi-warehouse network supplying restaurants, hotels, aged care, and hospitality operators. Closest direct competitor to PFD with overlapping product categories (dry, frozen, fresh protein, packaging) and similar trade-only B2B model.

Others

• Woolworths Group: Australia's largest grocery retailer and parent company of PFD since the 2024 100% acquisition. Listed as a relevant ecosystem participant given its controlling ownership and supply-chain integration with PFD, though not a direct peer in foodservice distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PFDFoodServices
• LinkedInau.linkedin.com/company/pfd-food-services-pty-ltd
• Instagraminstagram.com/pfdfoodservices

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about PFD Food Services