Keelings

What Keelings does

Keelings is a 100% Irish-owned, third-generation family fresh produce business founded in 1926, headquartered at FoodCentral, St. Margarets, Co. Dublin, operating through 11 business units and approximately 2,700 employees across 7 countries. The company's core activity is growing, sourcing and distributing fruit, vegetables, salads, flowers and plants to retailers, foodservice operators and wholesalers in Ireland, the UK, France, the Netherlands and 24+ other European countries, with sourcing from 46 countries and a customer base of 1,000+ across 30+ countries. It operates vertically integrated farms across 3,000+ hectares in Ireland, Costa Rica (Las Brisas and Pura Vida) and Brazil (Bela Fonte), with notable production including 16-18 million pineapples per year at Las Brisas and 200 million strawberries annually in Ireland.

The business makes money primarily through transaction-based fresh produce supply via five go-to-market motions: enterprise field sales (Keelings Retail and Keelings International), channel partners and partner growers for retail/foodservice/wholesale supply, direct-to-consumer e-commerce through MadFlowers.com, and event-led brand marketing. A second, non-produce revenue stream is Keelings Knowledge, a subscription/recurring ERP software product purpose-built for the fresh produce industry since the 1980s and sold externally in Ireland, the UK, the Netherlands, Germany and China; packhouse operations, international trading and food services modules provide visibility into true packhouse cost, customs clearance and inventory turnover respectively. Keelings Logistics Solutions provides managed distribution and supply-chain services including customs clearance and freight forwarding from a 400+ person Ballymun operation delivering 1M+ cases weekly to 140+ Irish stores daily.

Sub-brands include the Keelings Love to Grow consumer label, the Keelings Kol'or pineapple line, Keelings Select (foodservice), Keelings Market (wholesale, established 1973), Keelings Flowers and MadFlowers.com. Strategic positioning rests on Rainforest Alliance Level A and PAS 2060 Carbon Neutral certifications, Origin Green Gold Membership, drone-based farm operations reducing water use 40-90%, and a stated Better Food Better World purpose with goals of a 50% operational emissions reduction by 2030 and Net Zero by 2040. The group has expanded via acquisition (Las Brisas in 2020, Caposud at Rungis in January 2024) and capacity build-out (€20m flower facility opened July 2023), while remaining founder-controlled under CEO Caroline Keeling and Board Sponsor William Keeling.

Name

Keelings

Legal name

Keelings

Website

https://keelings.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Keelings is a 100% Irish-owned, third-generation family fresh produce company founded in 1926 that grows, sources and distributes fruit, vegetables, salads, flowers and plants to retailers, foodservice operators and wholesalers across 30+ countries, with vertically integrated farms in Ireland, Costa Rica and Brazil.

Ownership category

akta.pro rank

Product category

Fresh Produce Supply and Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Vegetable and Melon Farming (1112), Strawberry Farming (111333), Postharvest Crop Activities (except Cotton Ginning) (115114), Support Activities for Crop Production (11511)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Berry Sorting & Packing Facilities (AFAOAGAD)

akta.pro secondary industries

Produce (Fruits & Vegetables) Cold Storage & Ripening (TLALABAE), Food-Grade Warehousing & Contract Storage (TLAIACAB), Root & Tuber Vegetable Farming (Carrots, Beets, Radish, Turnip, Sweet Potato) (AFAGADAC)

Keywords

• Fresh produce supply
• Fresh produce distribution
• Foodservice supply
• Agricultural ERP software
• Logistics services

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Produce Sales - Retail: Supply of quality fruit, vegetables, salads, flowers and plants to retail businesses under private label and Keelings Love to Grow brand
2. Fresh Produce Sales - Foodservice: Supply of fresh produce to catering and hospitality sector through Keelings Select business
3. Fresh Produce Sales - Wholesale: Wholesale supply of fruit and vegetables sourced directly from recognized growers to wholesale customers through Keelings Market
4. ERP Software Licensing - Keelings Knowledge: Keelings Knowledge creates ERP software for the fresh produce industry with external customers in Ireland, UK, Netherlands, Germany and China
5. Logistics and Supply Chain Services: Keelings Logistics Solutions manages distribution operations and provides supply-chain services for retail clients in Ireland, including customs clearance and freight-forwarding services
6. Direct-to-Consumer Flowers - MadFlowers: Direct sales of flowers and plants to consumers through MadFlowers.com website

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Keelings is a vertically integrated fresh produce company that grows, sources, packs and distributes fruit, vegetables, salads, flowers and plants to retail, foodservice and wholesale customers across more than 30 countries, primarily in Europe and selected international markets. The group produces 16-18 million pineapples annually on its Costa Rica farm, around 200 million strawberries per year in Ireland and ripens 2 million bananas each week. In addition to produce, Keelings develops and licenses Keelings Knowledge ERP software built specifically for fresh produce operators, and operates Keelings Logistics Solutions to manage distribution and supply-chain services for retail clients in Ireland.

Product overview

Keelings is a fresh produce company operating primarily as a business-to-business supplier of fruits, vegetables, salads, and flowers to retailers, foodservice, and wholesale businesses. The company's product portfolio centers on the Keelings Love to Grow consumer brand for berries, pineapples, and tomatoes. Keelings operates two distinct service lines: Keelings Knowledge (ERP software for the fresh produce industry with Packhouse Operations, International Trading, and Food Services modules) and Keelings Logistics Solutions (distribution and supply-chain services). Business unit sub-brands include Keelings Select (foodservice), Keelings Market (wholesale), and Keelings Flowers/MadFlowers (flower retail).

Differentiator

Problem solved

Functional benefit

Products and services

• Keelings Knowledge Enterprise Resource Planning (ERP) software purpose-built for the fresh produce industry, covering procurement, sales, export, packhouse operations, international trading and food services. Used internally by Keelings and sold externally to fresh produce operators in Ireland, the UK, the Netherlands, Germany and China.
• Keelings Logistics Solutions Distribution and supply-chain services including customs clearance and freight-forwarding for retail clients in Ireland; delivers over one million cases of product weekly to 140-plus stores daily.
• Keelings Select Foodservice supply of fresh produce (fruit, vegetables, salads) to caterers, restaurants and hotels in Ireland, providing provenance, quality consistency and a wide menu range.
• Keelings Market Wholesale supply of fruit and vegetables directly from recognized growers to wholesale customers in Ireland and overseas.
• MadFlowers.com Direct-to-consumer e-commerce website selling Keelings quality flowers and plants to consumers, including seasonal gift ranges.
• Keelings Retail Supply (private label and Love to Grow brand) Retail supply of fresh fruit, vegetables, salads, flowers and plants under retailer own-label and the Keelings Love to Grow brand to major retail chains in Ireland, the UK, France, the Netherlands and other European markets.

Quantifiable outcome

• 16-18 million pineapples produced per year on Costa Rica farm
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Dublin Belfast Economic Corridor (DBEC)coreStrategic or Co-development Partner · 10 November 2025Keelings is a member of the new Industry Advisory Panel for the Dublin Belfast Economic Corridor, a cross-border partnership covering the 100-mile corridor between Dublin and Belfast. The panel brings together industry leaders across transport, energy, construction, food manufacturing, agriculture, and other sectors to support economic development.
• FareShare UKcoreStrategic or Co-development Partner · 5 December 2022Keelings UK partners with FareShare, the UK's national network of charitable food redistributors, to redistribute surplus fruit and vegetables to frontline charities and community groups. Since March 2020, Keelings has donated approximately 542,000 portions of fresh produce. Employees have volunteered 64 hours at local FareShare site in Milton Keynes.
• ISPCC ChildlineminorStrategic or Co-development Partner · 17 October 2022Keelings supported ISPCC Childline for five years, with a donation drive where 10c from every berry punnet sold went towards the charity providing 24-hour support for children.
• Tesco IrelandcoreStrategic or Co-development Partner · 16 May 2022Keelings joined Tesco Ireland's Stronger Starts programme as long-term supplier partner to provide fresh fruit to children and families in need. Tesco committed to providing one million free meals through DEIS schools by May 2023.
• MDS (Management Development Services)minorStrategic or Co-development Partner · 1 January 2022Keelings became a member company with MDS in 2022. MDS supports the training and development of graduates and apprentices working in the FMCG industry, offering six or twelve-month secondments with certificates in leadership and management qualifications.
• Food Network for Ethical Trade (FNET)minorStrategic or Co-development PartnerKeelings are active members of FNET and have been involved in working groups including Empowering Work, Climate Change and Human Rights, and Common Due Diligence. FNET uses collective leverage of suppliers and retailers to bring about positive change in working conditions in global food supply chains.
• Spanish Ethical Trade Forum (SETF)minorStrategic or Co-development PartnerThe Spanish Ethical Trade Forum promotes better working conditions in the Spanish agri-food sector. Keelings colleagues are active members of this forum.
• Fresh Produce Consortium (FPC)minorStrategic or Co-development PartnerThe Fresh Produce Consortium is the UK's fresh produce trade association advising and influencing current industry affairs. Keelings International attends regular sustainability meetings to keep up to date with social and environmental activity in the industry.
• Grocery AidminorStrategic or Co-development PartnerGrocery Aid is an industry charity providing support to people who have worked or are working in the grocery industry. Keelings International being a part of Grocery Aid means all workers and their families can access free financial, emotional and practical support.

Scale indicators19 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared fruit and vegetables, supplying European retailers. Comparable to Keelings on full-category produce range, European retail focus, and own-pack operations.
• Berry Gardens: UK berry cooperative and marketing group supplying soft fruit to UK retailers. Most directly comparable to Keelings on the strawberry/berry side of the business (200M strawberries/year) and shared UK retail customers.
• Fyffes: Irish-origin fresh produce company and historically a banana/pineapple specialist, now owned by Sumitomo. Directly comparable to Keelings on Irish origin, tropical fruit sourcing (pineapples especially), and European retail supply model.
• Chiquita Brands International: Major banana and fresh produce supplier with own farm operations in Latin America and European distribution. Direct overlap with Keelings on banana ripening (2M bananas/week in Ireland) and tropical fruit value chain.
• Bakkavor Group: UK-listed fresh prepared food manufacturer supplying major UK and international grocery retailers. Comparable to Keelings Select foodservice unit on UK retail customer overlap, fresh produce supply, and prepared product expertise.
• Fresh Del Monte Produce: Global producer, distributor, and marketer of fresh produce with strong pineapple and banana operations, including own farms in Costa Rica. Most directly comparable to Keelings on tropical fruit category mix, vertical integration, and own-farm model.
• Driscoll's: World's largest berry marketer with own breeding program and global grower network, particularly in strawberries, raspberries, blueberries, and blackberries. Direct competitor to Keelings' Love to Grow berry brand and 200M strawberry production scale.
• Bonduelle: French-headquartered global leader in processed vegetables (canned, frozen, fresh ready-to-eat) with own farming operations. Comparable to Keelings on European fresh produce scale, own-farm model, and retail customer base.
• Total Produce (now Dole plc): Irish-headquartered global fresh produce giant formed from the merger of Total Produce and Dole. Direct competitor to Keelings in fruit and vegetable distribution, with shared Irish heritage, similar European retail customer base, and overlapping sourcing geographies.
• G's Fresh: UK-based integrated fresh produce grower and supplier with own UK and overseas farms, supplying major UK retailers. Direct competitor to Keelings' UK operations, comparable on produce categories, customer base, and vertical integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/keelingsfruits
• LinkedInlinkedin.com/company/keelings
• Instagraminstagram.com/keelingsfruits
• Xx.com/keelingsfruits

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Keelings