Sunrise Produce
Sunrise Produce is a wholesale produce distributor serving food service, K-12 schools, healthcare, and retail customers across Southern California, operating from a 165,850 sq ft refrigerated distribution facility in Anaheim and backed by Investcorp.
- Company typePrivate
- Founded1991
- HeadquartersFullerton, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Sunrise Produce does
Sunrise Produce Company is a wholesale produce distribution company headquartered in Anaheim, California, serving food service operations, K-12 schools, healthcare facilities, retail stores, and farmers markets across Southern California. Founded in 1991 by Paul Carone with a single truck and a four-person team, the company has grown into one of the leading produce distributors in Southern California and the largest in San Diego following its May 2024 acquisition of Moceri Produce. The core offering is fresh produce (commodity, organic, and specialty) complemented by an extended catalog including dairy, eggs, cheese, proteins, specialty mushrooms, micro greens, hydroponic items, spices, bread, grains, nuts, juices, and gluten-free products.
Sunrise Produce firmographics
Firmographics- Name
- Sunrise Produce
- Legal name
- Sunrise Produce Company
- Website
- https://sunriseproduce.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Short description
- Sunrise Produce is a wholesale produce distributor serving food service, K-12 schools, healthcare, and retail customers across Southern California, operating from a 165,850 sq ft refrigerated distribution facility in Anaheim and backed by Investcorp.
- Ownership category
- akta.pro rank
Sunrise Produce industry classification
Industry- Product category
- Wholesale Produce Distribution
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)
- akta.pro secondary industries
- Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM), Frozen Fruits & Vegetables Wholesale (AFAIAHAE)
Keywords
Where Sunrise Produce is headquartered
LocationHeadquarters
- HQ city
- Fullerton
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Sunrise Produce business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales
Revenue model
- Fresh Produce Wholesale Distribution: Wholesale distribution of fresh produce including commodity produce, specialty items, dairy, eggs, cheese, proteins, and other perishable foods to food service operations, schools, healthcare facilities, and retail stores. Revenue generated through product sales with transaction-based pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Quote-based wholesale pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Sunrise Produce product offering
Product offeringCore offering
Sunrise Produce is a wholesale distributor of fresh produce and complementary perishable foods serving food service operators, schools, healthcare facilities, and retail stores across Southern California. It sources commodity, organic, and specialty produce from growers and distributes it through a refrigerated fleet and online ordering platform, supported by vertical-specific service programs (Yes Chef, Schools K-12, Healthcare, Retail, Farmers Market).
Product overview
Sunrise Produce is a wholesale produce distribution company offering a comprehensive portfolio of fresh produce and related products across Southern California. The core offering consists of fresh produce distribution (commodity, organic, and specialty items) complemented by an expanded product line including dairy, eggs, cheese, proteins, spices, bread, grains, nuts, oils, and specialty items like mushrooms and micro greens. The company operates multiple service verticals: Yes Chef (foodservice procurement), Schools (K-12 nutrition), Healthcare food service, Retail support, and Farmers Market Program (sustainable/local sourcing). Distribution services are supported by an online ordering platform and mobile apps, with a new 165,850 sq ft state-of-the-art facility in Anaheim featuring cold storage with five temperature zones. The company has grown through acquisitions including Moceri Produce (2024) and Family Tree Produce (2026).
Differentiator
Problem solved
Functional benefit
Brands
- Yes Chef: Top of the line food service procurement service providing full line of premium brands for food service operations.
Products and services
- Fresh Produce Distribution Wholesale distribution of fresh produce including commodity, organic, and specialty items harvested at peak ripeness and delivered to food service, school, healthcare, and retail customers across Southern California.
- Dairy, Eggs & Cheese Full line of dairy products including eggs and cheese distributed alongside produce to food service and institutional buyers.
- Proteins Protein products including meat and alternative proteins offered as part of the company's broader perishable food portfolio for foodservice and retail customers.
- Yes Chef Foodservice Program Premium foodservice procurement service providing a full line of premium brands for restaurants, hotels, and culinary establishments in Southern California.
- Schools K-12 Nutrition Program K-12 sourcing solution providing fresh fruits, vegetables, and portion-packed individual servings for school nutrition programs, supporting Farm to School Initiative and Buy American compliance.
- Healthcare Food Service Foodservice support for healthcare facilities providing quality, nutritious, and comforting products while maintaining food cost control.
- Retail Produce Supply Retail store supply of fresh produce with innovative merchandising support aimed at increasing sales and consumption of fresh fruits and vegetables.
- Farmers Market Program Sustainability-focused program connecting customers with Southern California family farmers to source fresh, local, and seasonal produce.
- Online Ordering System Web-based ordering platform enabling established customers to place orders, view order history, pay invoices, and track deliveries online.
- Mobile Ordering App Native iOS and Android applications allowing established customers to place produce orders on the go, integrated with the online ordering system.
Quantifiable outcome
- Largest produce distributor in San Diego following Moceri Produce acquisition
- +2 more outcomes
Companies that use Sunrise Produce
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Sunrise Produce technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sunrise Produce partnerships and signals
Strategic signalScale indicators4 records
Recent moves8 records
Expansion highlights5 records
Sunrise Produce competitors and assessment
Company assessmentBroad incumbents
- Sysco: Largest broadline foodservice distributor in North America, distributing fresh produce (via FreshPoint subsidiary), dairy, proteins, and frozen goods to restaurants, hotels, schools, and healthcare facilities - directly comparable end markets to Sunrise, but at national scale.
- US Foods: Second-largest US broadline foodservice distributor offering fresh produce, dairy, proteins, and specialty items to restaurants, healthcare, and education customers - similar B2B wholesale distribution model to Sunrise but with national geographic reach.
- Shamrock Foods Company: Privately held broadline foodservice distributor in the Western US providing produce, dairy, proteins, and specialty items to restaurants, schools, and healthcare - comparable regional foodservice distribution model to Sunrise.
Direct peers
- FreshPoint: Sysco-owned specialty produce distributor operating regional distribution centers across the US serving foodservice operators with fresh fruits, vegetables, and dairy - the closest direct specialty produce distribution peer to Sunrise Produce.
- Baldor Specialty Foods: Northeast US specialty produce and foodservice distributor serving restaurants, hotels, and retailers with fresh produce, dairy, proteins, and gourmet specialty items - directly comparable specialty distribution model though operating in a different region.
- Chef's Warehouse: Specialty foodservice distributor of premium proteins, produce, cheese, and dry goods to independent restaurants and culinary customers - similar Yes Chef-style premium procurement model serving foodservice end markets.
- Markon Cooperative: Produce purchasing cooperative supplying fresh fruits and vegetables to broadline distributors and foodservice operators - comparable fresh produce sourcing and distribution role within the foodservice supply chain.
Regional players
- Riviera Produce: Regional produce distributor serving foodservice and retail customers in the Northeast US - similar B2B produce distribution model to Sunrise but operating in a different geographic market.
- Coosemans LA Shipping: Specialty produce distributor headquartered in Los Angeles serving restaurants, hotels, and foodservice operators across Southern California with fresh produce and specialty items - directly comparable regional competitor in Sunrise's home market.
Others
- ProducePro Software: Software provider to produce distributors including Sunrise Produce itself (which uses their online ordering platform at orders.sunriseproduce.com) - adjacent technology enabler to the produce distribution industry.
Market position
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sunrise Produce social profiles
Digital presenceSunrise Produce compliance and trust
Trust signalCompliance2 records
Sunrise Produce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sunrise Produce leadership team
Management profileNumber of profiles
Profiles2 records
Sunrise Produce subsidiaries and ownership
Company hierarchySubsidiaries2 records
Sunrise Produce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sunrise Produce M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sunrise Produce
What does Sunrise Produce do?
Sunrise Produce is a wholesale distributor of fresh produce and complementary perishable foods serving food service operators, schools, healthcare facilities, and retail stores across Southern California. It sources commodity, organic, and specialty produce from growers and distributes it through a refrigerated fleet and online ordering platform, supported by vertical-specific service programs (Yes Chef, Schools K-12, Healthcare, Retail, Farmers Market).
Is Sunrise Produce a public or private company?
Sunrise Produce is a private company. It is classified as private equity controlled and is currently operating.
When was Sunrise Produce founded?
Sunrise Produce was founded in 1991.
Where is Sunrise Produce based?
Sunrise Produce is headquartered in Fullerton, United States, in the North America region.
How does Sunrise Produce make money?
One revenue line is on record: fresh Produce Wholesale Distribution.
Who are Sunrise Produce's main competitors?
Broad incumbents on record are Sysco, US Foods and Shamrock Foods Company. Direct peers are FreshPoint, Baldor Specialty Foods, Chef's Warehouse and Markon Cooperative. Regional players are Riviera Produce and Coosemans LA Shipping. ProducePro Software is listed as an others.
Does Sunrise Produce have an API?
No public API is recorded for Sunrise Produce.
What industry is Sunrise Produce in?
Sunrise Produce's product category is Wholesale Produce Distribution. Its primary akta.pro industry code is AFAIABAE, Fresh Produce Wholesale (Fruit & Vegetables), with a secondary code of AFAIACAM, Hydroponic / Controlled-Environment Produce Wholesale. Its SIC code is 2030.