Sun Hing Foods

What Sun Hing Foods does

Sun Hing Foods, Inc. is a privately held food wholesaler and distributor founded approximately 1981 and headquartered at 908 Curl Court in City of Industry, California. The company distributes ethnic and specialty food products — including dairy, canned seafood and meat, dried mushrooms and fungi, biscuits and wafers, beverages, coconut products, rice, and baking ingredients — to retail networks and consumers across the United States and Canada. The firm self-describes as the market leader in serving high-quality dairy and specialty food products to diverse communities, citing prior overseas dairy manufacturing experience as the origin of its category expertise. Its revenue mechanics are pure product resale across wholesale and direct-to-consumer channels, with no disclosed subscription, SaaS, or services component.

The company operates a multi-channel distribution model comprising wholesale distribution to retail stores across the United States and Canada (supported by a store-locator on the corporate website), a dedicated Amazon storefront for its flagship Parrot brand, and an organic social presence on Facebook, Instagram, and LinkedIn. Its product catalog is organized under 15+ proprietary and distributed sub-brands — Parrot, Flower Brand, Famous House, Fuyuki, Fortune, Beauty Brand, Lee Biscuit, Oetker, Longevity, Black & White, Dairy Girl, Cow & Mill, Falcon, Reina, and DG Brand — spanning roughly 10 product categories. Sun Hing Foods employs 51-100 people, operates as an independent privately held corporation with no disclosed institutional investors, parent company, external funding rounds, M&A activity, leadership changes, regulatory actions, patents, certifications, or proprietary technology platforms in available materials.

Name

Sun Hing Foods

Legal name

Sun Hing Foods, Inc.

Website

https://sunhingfoods.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Sun Hing Foods, Inc. is a privately held, California-based wholesale distributor of ethnic dairy and specialty food products across 15+ sub-brands, serving retail networks and consumers in the United States and Canada.

Ownership category

akta.pro rank

Product category

Specialty Food Wholesale Distribution

NAICS

Fish and Seafood Merchant Wholesalers (42446), Seafood Product Preparation and Packaging (3117), Snack Food Manufacturing (31191), Food Manufacturing (311)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Bulk Meat & Seafood Wholesale-to-Consumer (CRAHAMAI)

Keywords

• Ethnic food distribution
• Dairy products wholesale
• Specialty food brands
• Canned seafood products
• Dried mushroom products

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Food Product Sales: Sun Hing Foods generates revenue through the wholesale and distribution of dairy products, canned goods, beverages, dried mushrooms, biscuits, and specialty food items to retailers and consumers across the United States and Canada.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sun Hing Foods is a wholesale distribution company that supplies ethnic and specialty food products including dairy, canned seafood, canned meat, beverages, coconut products, rice, biscuits, bakery items, and dried mushrooms/fungus. The company operates a portfolio of 15+ proprietary brands (Parrot, Flower Brand, Famous House, Fuyuki, Fortune, Beauty Brand, Lee Biscuit, Oetker, Longevity, Dairy Girl, Cow & Mill, Falcon, Reina, Black & White, DG Brand) and distributes them through wholesale channels to retailers across the United States and Canada, supplemented by an Amazon storefront for the Parrot brand.

Product overview

Sun Hing Foods is a food wholesaler and distributor serving the United States and Canada, operating as a multi-brand portfolio company. The company distributes high-quality dairy and specialty food products through multiple sub-brands including Parrot (consumer biscuits, wafers, canned goods, beverages), Flower Brand (seafood products), Famous House (Asian beverages and convenience foods), Fuyuki and Fortune (dried mushrooms and specialty fungi), Beauty Brand (jellyfish and specialty ingredients), Lee Biscuit (crackers), and Oetker (German baking ingredients). Products span dairy, coconut products, rice products, canned meat, canned seafood, beverages, bakery ingredients, biscuits/wafers, and dried mushrooms/fungus categories. The company maintains a presence on Amazon through its Parrot brand storefront.

Differentiator

Problem solved

Functional benefit

Brands

• Parrot: Featured brand for sardines, sauces, beverages, biscuits, and coconut products
• Flower
• Famous House
• Fuyuki
• Fortune
• Beauty
• Oetker
• Lee Biscuit
• Longevity
• Black & White
• Dairy Girl
• Cow & Mill
• Falcon
• Reina
• DG Brand

Products and services

• Dairy Products

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Weee!: Online-first ethnic (predominantly Asian) grocery platform operating across the US. Comparable to Sun Hing in serving the same diverse-community consumer segment, but competing via a DTC e-commerce model rather than traditional wholesale distribution.

Direct peers

• Nishimoto Trading Co. Asian food distributor with US operations (Nishimoto Co., Ltd. / Wismettac Group) supplying retailers and restaurants across North America with Asian sauces, dried goods, and packaged foods. Comparable in category mix, wholesale distribution model, and US/Canada footprint to Sun Hing Foods.
• JFC International: Subsidiary of Kikkoman and the largest Asian food distributor in North America, supplying canned seafood, sauces, dried goods, and specialty ingredients to retailers and foodservice. Directly comparable to Sun Hing Foods in product mix (Asian canned seafood, sauces, dried mushrooms) and wholesale distribution model across the US and Canada.
• Wismettac Asian Foods: Japanese-rooted Asian food importer and distributor serving North American retail and foodservice, with extensive multi-category coverage including dried goods, noodles, sauces, and frozen items. Comparable to Sun Hing in cross-border Asian food wholesale distribution and brand portfolio breadth.
• Rhee Bros. Ethnic (Korean/Asian) food importer and wholesale distributor serving retail and foodservice across the US. Closely comparable to Sun Hing in product categories (canned seafood, dried goods, sauces, beverages) and multi-brand wholesale distribution model serving diverse communities.
• Yamashin Inc. Japanese food importer and distributor serving US retail and foodservice with specialty Asian ingredients including dried goods, seafood, and pantry staples. Comparable to Sun Hing in product mix (Asian specialty canned and dried foods) and wholesale distribution into ethnic and mainstream retail channels.

Others

• Kikkoman: Global Japanese food manufacturer and parent of JFC International, with soy sauce and Asian sauces distributed across US/Canada retail. Comparable to Sun Hing as a brand owner / supplier whose products overlap with Sun Hing's distribution assortment and whose JFC unit directly competes for the same shelf space.

Broad incumbents

• Tawa International (99 Ranch Market / H Mart): Major Asian-American grocery retailer and importer/distributor operating 99 Ranch Market and H Mart banners with significant in-house private-label and wholesale operations. Comparable to Sun Hing in sourcing and distributing Asian specialty foods, but at much larger scale and with integrated retail banners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sunhingfoods
• LinkedInlinkedin.com/company/sun-hing-foods-inc
• Instagraminstagram.com/sunhingfoods

Revenue estimate

Valuation estimate

Number of profiles

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 Sun Hing Foods