Flinders + Co.

What Flinders + Co. does

Flinders + Co. (legal entity Flinders Island Meat Pty Ltd, ACN 167 297 234) is a family-owned Australian premium meat curator and distributor founded in 2010 by David Madden and joined by son James Madden in 2011. Headquartered in Port Melbourne, Victoria, with an additional operations facility in Marrickville, NSW, the company supplies Australia's high-end hospitality sector — restaurants, hotels and venues such as Stokehouse, Crown Melbourne, Lucas Collective, Morris Group, Movida, Scott Pickett Group and others — with a curated portfolio of premium partner and house brands spanning Wagyu (Robbins Island, Altair, A5 Japanese), beef (Cape Grim, Bass Strait, Vintage Beef), lamb (Roaring Forties), pork, poultry, game and specialty proteins. Supporting services include a dedicated delivery fleet operating five days per week across Victoria and NSW, same-day rush capability for Metro Melbourne, a state-of-the-art Meat Cellar for 30+ day dry ageing, and a portion-control production service that reduces waste for chefs.

The company operates three distinct revenue channels: (1) Food Service Wholesale — B2B supply to chefs and venues, with a Flexible Pricing Initiative that discounts on payment terms, price lock, annual spend, whole-carton orders, and menu-brand mention; (2) Retail — through The Butchery concept store opened in 2023 at South Melbourne Market (Stall 12), offering premium cuts directly to consumers plus a co-branded 'Home Chef Series' sauce range with Railway Club Hotel and gift vouchers; and (3) Wholesale & Export — via the company-owned Roaring Forties Farms brand, distributing Wagyu, beef, lamb and pork both domestically and internationally. Technology infrastructure is intentionally lightweight and outsourced: the Fresho B2B ordering platform handles food-service transactions, Shopify underpins retail e-commerce, and partner-brand QR codes support provenance traceability. There is no in-house AI/ML capability, no external funding events, and the company operates without external investors.

The business model is asset-light relative to traditional meat processors — having divested its original Flinders Island micro-abattoir to pivot into a pure distribution and curation role — and earns revenue primarily per-transaction at the food-service and retail tiers, with a Flexible Pricing matrix and minimum-order thresholds (e.g., $390 in Metro Melbourne, $590 regional) underpinning unit economics. The competitive position relies on long-standing producer relationships, exclusive brand allocations, dense field-sales coverage, and chef-credibility embedded in named venue accounts; consolidation risk centres on the founder generational transition rather than competitive displacement.

Name

Flinders + Co.

Legal name

Flinders Island Meat Pty Limited

Website

https://flinders.co

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Flinders + Co. is a family-owned Australian premium meat distributor (founded 2010, Port Melbourne) supplying restaurants, hotels and venues across Victoria and NSW with an exclusive curated portfolio of premium Wagyu, beef, lamb, pork, poultry and game brands via food-service wholesale, retail (The Butchery) and international export (Roaring Forties Farms).

Ownership category

akta.pro rank

Product category

Premium Meat Wholesale and Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (424470)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Game & Specialty Meats Wholesale (Venison, Bison, etc.) (AFAIADAG)

akta.pro secondary industry

Butcher Shops & Meat Markets (CRAHAHAB)

Keywords

• Premium meat wholesale
• Food service distribution
• Specialty meat supply
• Restaurant meat supplier
• Dry aged meat service

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Food Service Wholesale: Wholesale supply of premium meats to restaurants, chefs, and venues across Victoria and NSW. Includes dedicated deliveries five days a week, portion control services, and dry ageing.
2. Retail Sales: Direct retail sales through The Butchery concept store at South Melbourne Market. Also includes premium sauce range and gift vouchers.
3. Export & International Wholesale: Roaring Forties Farms products available for wholesale purchase throughout Australia and export overseas to chefs, butchers, meat suppliers and food service partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Flinders + Co. is a premium meat wholesaler and distributor supplying Australia's leading chefs, restaurants and hospitality venues with a curated portfolio of house and partner meat brands including Wagyu, beef, lamb, pork, poultry and game. The business operates three channels: B2B Food Service wholesale with dedicated deliveries five days a week across Victoria and NSW, B2C retail via The Butchery concept store at South Melbourne Market, and international wholesale/export through the Roaring Forties Farms brand. Supporting services include portion control production, dry ageing in a state-of-the-art Meat Cellar, value-added products (burgers, sausages, schnitzels), and a Home Chef Series premium sauce line.

Product overview

Flinders + Co. is a premium meat company operating as a platform with multiple service channels: Food Service (wholesale meat supply to chefs), Retail (The Butchery concept store), and Wholesale/Export (Roaring Forties Farms brand). The core offering centres on a curated portfolio of premium meat brands including house brands (Roaring Forties Lamb, Roaring Forties Farms, Flinders Select) and partner brands spanning Wagyu, beef, lamb, pork, chicken, quail, duck, goat, kangaroo, and wallaby. Supporting services include dry ageing, portion control, value-added products (burgers, sausages), and a Home Chef Series sauce line. The company operates facilities in Melbourne and Sydney with deliveries across Victoria and NSW.

Differentiator

Problem solved

Functional benefit

Brands

• Roaring Forties Lamb: Company owned brand, the evolution of original lamb product Flinders Island Saltgrass Lamb. Completely grass fed and finished, with only the top 10% of lambs meeting the Roaring Forties grade for quality.
• Flinders Select

Products and services

• Food Service Wholesale Supply B2B premium meat wholesale service supplying Australia's chefs and hospitality venues with a curated portfolio of premium meat brands and exclusive producers, supported by dedicated delivery fleet, mobile sales team and same-day rush order capability across Victoria and NSW.
• The Butchery Retail Store Retail concept store at South Melbourne Market offering premium cuts, premium sauces and gift vouchers directly to retail consumers with authentic market vibe and competitive pricing. Open Wednesday, Friday, Saturday and Sunday.
• Roaring Forties Farms Wholesale and Export International wholesale and export channel offering premium Australian Wagyu, beef, lamb and pork products under the Roaring Forties Farms brand to chefs, butchers, meat suppliers and food service partners globally.
• Dry Ageing Meat Cellar Service Premium dry ageing service using a dedicated Meat Cellar facility to age only the finest cuts for 30+ days, transforming them into dry-aged steaks supplied to Food Service customers.
• Portion Control Production Service Custom portion control production service that helps hospitality venues produce high-quality dishes more efficiently, reduce food costs and minimise waste.
• Value Added Product Range Handmade value-added meat product range supplied to food service customers, including burgers (no added salt or preservatives), gourmet sausages, lamb kofta, crumbed schnitzel and tenders.
• Pro Chef Pre-Cooked Range

Quantifiable outcome

• Only top 10% of lambs make the strict Roaring Forties grade for quality
• +1 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Railway Club HotelcoreStrategic or Co-development PartnerCollaboration on the 'Home Chef Series' premium sauce range. Railway Club Hotel chefs craft restaurant-quality sauces (Red Wine Jus, Mushroom Sauce, Peppercorn Sauce) exclusively available at The Butchery. A 40-year Melbourne institution partnership.
• Roaring Forties Lamb ProducerscoreOthersRoaring Forties Lamb is a Flinders + Co company-owned brand, evolved from original Flinders Island Saltgrass Lamb. Lambs raised in Roaring Forties climate with clean oceanic winds. Only top 10% of lambs meet Roaring Forties grade.
• FreshocoreTechnology or IntegrationOnline ordering platform for food service customers. All orders placed through Fresho platform or other third-party platforms by arrangement.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/flindersandco
• Instagraminstagram.com/flindersandco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Flinders + Co.