PRO*ACT USA

What PRO*ACT USA does

PRO*ACT USA (legal entity PRO*ACT, LLC) is a Monterey, California-headquartered private company — and a wholly-owned subsidiary of Strategic Sourcing International (SSI), a Delaware-domiciled investment and management company — that operates as a supply chain intermediary in the U.S. fresh produce market. Founded in 1989 and employing 51–100 staff at the operating entity level, PRO*ACT connects three sides of the produce ecosystem — suppliers/growers/shippers, distributors, and food service operators — leveraging aggregated buying power, a national logistics footprint (9.4M+ sq. ft. of warehouse space, 5,600+ trucks, 5.6M sq. miles of coverage), and rigorous food safety compliance (CCOF organic certification, GAP/GMP/HACCP) to deliver sourcing programs to enterprise customers including Hilton Supply Management, Dole, Sunkist, Pacific Coast Fresh, Get Fresh, and Vizient/Provista. Revenue is generated through transaction-based intermediation fees on the flow of produce between suppliers and distributors/food service operators, with go-to-market executed via direct sales supported by dedicated account managers and a network of qualified distributors across North America.

The company's product surface is anchored by a proprietary free ordering system with seamless B2B integrations and consolidated invoicing, plus enterprise-level reporting providing real-time program performance data; this proprietary platform is the primary technical differentiator alongside the physical distribution network. Recent strategic activity (2024) has introduced two notable expansions: a partnership with Vizient/Provista adding center-of-plate protein sourcing for healthcare providers (covering 65% of acute care and 35% of non-acute markets), and a partnership with Pepper providing digital dashboards, national-chain reporting, and nationwide marketing/advertising tools for distributors. The corporate parent SSI complements the platform with wholly-owned subsidiaries PRO*FRESH Sourcing (procurement), PRO*FRESH Logistics (transportation), Your Way*Fresh (specialty/packaging), and a minority position in Harvest Sensations (premium specialty produce), creating an end-to-end, multi-entity supply chain stack from farm to foodservice operator. The company is privately held with no external institutional investor signals detected and no disclosed revenue figure; pricing is quote-based and not publicly disclosed.

Name

PRO*ACT USA

Legal name

PRO*ACT, LLC

Website

https://proactusa.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

PRO*ACT USA is a private fresh produce supply chain intermediary connecting growers/shippers, distributors, and food service operators across the U.S., leveraging aggregated buying power, a national distribution network, and a proprietary B2B ordering platform to deliver sourcing programs and food safety compliance to enterprise and mid-market customers.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Compliance, Risk & Supplier Due Diligence (KYC/ESG/Sanctions) (BPAAAJAK)

Keywords

• Fresh produce distribution
• Produce supply chain
• Food service sourcing
• B2B produce procurement
• Specialty produce logistics

Headquarters

HQ city

Monterey

HQ country

United States

HQ region

North America

Offices1 record

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. Supply Chain Intermediation: PRO*ACT acts as a produce supply chain intermediary, connecting suppliers, distributors, and food service operators. The company generates revenue by leveraging buying power, facilitating transactions, and providing sourcing, logistics, and food safety services across the produce supply chain.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

PRO*ACT is a fresh-produce supply chain intermediary that connects premier growers and shippers with a nationwide network of qualified distributors and food service operators, providing sourcing, procurement, food safety assurance, and consolidated distribution. It offers managed-produce programs with B2B integration, real-time reporting, and dedicated account management, and operates alongside SSI family companies handling specialized sourcing, logistics, and specialty produce packaging.

Product overview

PRO*ACT USA operates as a unified fresh produce supply chain platform connecting farms, distributors, and food service operators nationwide. The core PRO*ACT product provides sourcing, quality assurance, and distribution services, while the SSI family of companies extends capabilities through specialized sub-brands: PRO*FRESH Sourcing handles procurement optimization, PRO*FRESH Logistics manages transportation, Your Way*Fresh offers customizable specialty solutions, and Harvest Sensations provides premium specialty produce. Together these products create an end-to-end supply chain from farm to table.

Differentiator

Problem solved

Functional benefit

Products and services

• PRO*ACT Managed Produce Supply Program Core fresh produce supply chain program connecting premier growers/shippers, qualified distributors, and food service operators to guarantee consistent availability of freshest produce with rigorous food safety compliance, customized managed-produce programs, enterprise-level reporting, dedicated account management, and B2B integration.
• PRO*FRESH Sourcing SSI family company providing procurement process streamlining to ensure consistent access to the highest quality produce for distributors and operators.
• PRO*FRESH Logistics SSI family company providing comprehensive transportation solutions designed to deliver fresh produce swiftly and efficiently across the distribution network.
• Your Way*Fresh SSI family company offering customizable solutions ranging from specialty produce to convenient packaging options for distributors and food service operators.
• Harvest Sensations Preferred SSI family partner providing solutions in sourcing, packaging, and distributing premium specialty fruits and vegetables to retailers and food service providers.

Quantifiable outcome

• 20-year partnerships with major customers demonstrating long-term reliability
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and major.

• Vizient and ProvistacoreChannel Partner/ Reseller/ Distributor · 11 December 2024Expanded agreement enabling Vizient and Provista clients to optimize produce purchases while leveraging center-of-plate protein providers across PRO*ACT's distribution network. Available to Vizient's entire client base including over 65% of the nation's acute care providers and 35% of the non-acute market.
• PeppermajorTechnology or Integration · 29 August 2024Strategic partnership with innovative platform enhancing distribution and marketing efficiency within the foodservice industry. Provides distributors with robust digital tools including customer-facing dashboards, reporting tools for national chains, and strategic marketing opportunities including nationwide product campaign advertisements and special promotions.
• Strategic Sourcing International (SSI)coreStrategic or Co-development PartnerSSI is the parent company of PRO*ACT LLC. It is a Delaware Corporation that has made investments in all aspects of the produce supply chain. SSI is an investment, growth, and management company overseeing a diverse range of produce supply chain companies, serving as North America's leader in produce sourcing, processing, logistics, food safety, and marketing.
• PRO*FRESH SourcingcoreStrategic or Co-development PartnerSSI family company providing streamlined procurement processes and ensuring consistent access to the highest quality produce.
• PRO*FRESH LogisticscoreStrategic or Co-development PartnerSSI family company providing comprehensive transportation solutions designed to deliver fresh produce swiftly and efficiently.
• Harvest SensationsmajorStrategic or Co-development PartnerPreferred partner of the SSI family providing solutions in sourcing, packaging and distributing premium specialty fruits and vegetables to retailers and food service providers.
• Your Way*FreshmajorStrategic or Co-development PartnerSSI family company offering customizable solutions from specialty produce to convenient packaging options.
• Instacart BusinessmajorStrategic or Co-development PartnerPartnership brings solutions to help distributors and foodservice operators relieve supply chain inefficiencies. Instacart's Will Call Delivery solution enables distributors to offer fast, reliable same-day delivery using Instacart's nationwide network of shoppers. Foodservice operators gain access to on-demand procurement for urgent needs with delivery in as little as an hour.
• California Certified Organic Farmers (CCOF)majorImplementation/ SI/ Consulting PartnerCCOF certification demonstrates commitment to delivering high-quality organic products adhering to strict standards including Strengthening Organic Enforcement rule. PRO*ACT has undergone rigorous inspections to meet CCOF's guidelines.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FreshPoint: FreshPoint is Sysco's dedicated foodservice produce distribution subsidiary, operating a national network of fresh produce specialists serving restaurants, hotels, schools, and healthcare operators. It is the most direct comparable to PRO*ACT, competing for the same food service operator customers and grower relationships in the U.S. market.
• Robinson Fresh: Robinson Fresh is the fresh produce arm of C.H. Robinson, one of North America's largest produce sourcing and supply chain management providers for retailers, foodservice, and convenience channels. It directly competes with PRO*ACT in grower-to-foodservice produce sourcing, leveraging C.H. Robinson's logistics scale.
• Markon Cooperative: Markon is a foodservice produce supply cooperative whose member distributors supply fresh produce to restaurants, hospitals, schools, and hospitality operators across North America. It is a structurally similar cooperative-style produce intermediary competing for the same foodservice customers.

Broad incumbents

• Sysco: Sysco is the largest broadline foodservice distributor in North America, serving restaurants, healthcare, hospitality, and education customers. It overlaps with PRO*ACT at the produce category via FreshPoint but operates a much broader portfolio including protein, dairy, and non-food categories.
• US Foods: US Foods is the second-largest broadline foodservice distributor in the U.S., competing with Sysco across foodservice channels. Its produce offerings and fresh sourcing programs overlap with PRO*ACT's value proposition, particularly for multi-unit restaurant operators.
• Gordon Food Service: Gordon Food Service is a broadline foodservice distributor serving restaurants, schools, healthcare, and hospitality across North America. Its produce and fresh sourcing programs compete for the same foodservice operator customers as PRO*ACT.
• KeHE Distributors: KeHE is a large specialty and natural foodservice distributor serving grocery, natural, and specialty retail channels. It overlaps with PRO*ACT's foodservice distribution model and competes for the same operator customers seeking differentiated fresh and specialty produce.

Emerging players

• GrubMarket: GrubMarket is a tech-enabled B2B produce and food supply chain platform that connects growers, shippers, and wholesale buyers via software-driven sourcing and logistics. It is an emerging digital-first competitor to traditional produce intermediaries like PRO*ACT.

Regional players

• FreshDirect: FreshDirect is an online grocer specializing in fresh food and produce, primarily serving the Northeast U.S. While its direct-to-consumer model differs from PRO*ACT's B2B foodservice focus, it competes for fresh produce sourcing relationships and visibility into the same high-quality grower pool.

Others

• Tanimura & Antle: Tanimura & Antle is a large U.S. grower-shipper of premium fresh vegetables with direct relationships with foodservice and retail customers. As an upstream grower-distributor, it is a potential supplier AND competitor to PRO*ACT's intermediary model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/proactusa
• YouTubeyoutube.com/user/proactusa
• LinkedInlinkedin.com/company/proactusa
• Instagraminstagram.com/proactusa
• Facebookfacebook.com/PROACTUSA

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 PRO*ACT USA