GoFresh

What GoFresh does

GoFresh is a privately held B2B fresh food distributor founded in 1941 and headquartered in Tulsa, Oklahoma, operating a regional distribution model across the southeastern United States. The company distributes fresh produce, meat, seafood, dairy, eggs, charcuterie, gourmet cheese, pastry, frozen products, beverages, pantry staples, and paper/disposable supplies to three primary customer segments: Education (institutional dining services), Foodservice (restaurants, hotels, catering), and Retail (grocery and specialty retail). Its core operating model emphasizes curated, specialty-quality sourcing — including direct partnerships with local farmers to supply in-season produce to chefs — under the brand positioning "Redefining Fresh Since 1941."

The company's commercial platform is built around a dedicated B2B e-commerce front end (gofreshfoods.com) integrated with a customer login portal hosted on a third-party application platform (gofreshpremierproduce.pepr.app). Customers must create accounts to access pricing and submit requests for quotes, indicating an account-based sales motion rather than public transactional commerce. Customer-facing digital features include category browsing, product catalogs (Dairy & Eggs, Produce/Harvest Highlights, Culinary Cuts/Meat, Gourmet Cheese, Charcuterie, Gourmet Pastry, Frozen, Beverages, Pantry, Supplies, and Seafood), quote requests, and account management. An alternate DBA, "Go Fresh 365," suggests positioning around year-round availability.

GoFresh employs 51-100 staff and uses a sales-led, direct B2B go-to-market motion with regional distribution. Revenue is generated through wholesale distribution on a quote-based, transaction-fee model; pricing is not publicly disclosed and varies by account and product mix. Leadership centers on founder/owner Gabe Johnson. The company carries no disclosed parent, no venture backing, and operates as an independent private business with 80+ years of continuous operating history.

Name

GoFresh

Legal name

GoFresh

Website

https://gofreshusa.com

Company type

Private

Founded year

1941

Operating status

Operating

Headcount range

51–100 employees

Short description

GoFresh is a Tulsa-based, privately held B2B distributor of fresh produce, meat, seafood, dairy, and gourmet specialty foods serving education, foodservice, and retail customers across the southeastern United States since 1941.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Specialty Food Retailers (4452)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Specialty & Gourmet Foods Distribution (CRAOABAF)

akta.pro secondary industries

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI), Specialty Food & Beverage Delivery (organic, gourmet, dietary) (CRAFAFAG)

Keywords

• Fresh food distribution
• Wholesale produce supply
• Specialty foodservice distribution
• B2B food distribution
• Gourmet ingredient supply

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Fresh Food Distribution: GoFresh generates revenue through wholesale distribution of fresh produce, specialty foods, gourmet products, and provisions to foodservice businesses, chefs, and retailers. The model appears to be account-based with potential per-transaction pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

GoFresh is a B2B wholesale distributor of fresh and specialty food products, supplying restaurants, hotels, caterers, educational institutions, and retail grocers with produce, meats, seafood, dairy, cheese, charcuterie, pastry, pantry, frozen, and beverage items. The company curates a specialty/gourmet assortment sourced in part through partnerships with local farmers to provide in-season product, and operates the GoFresh Premier Produce online portal for account management, ordering, and quote requests.

Product overview

GoFresh is a B2B fresh food distributor established in 1941, operating as a single unified offering with multiple product categories rather than a modular platform. The core portfolio includes Produce (Harvest Highlights), Meat (Culinary Cuts), Seafood, Cheese, Charcuterie, Pantry, Dairy & Eggs, Pastry, Frozen, Beverages, and Supplies — collectively serving Education, Foodservice, and Retail sectors. The company positions itself as a specialty/ gourmet food supplier, collaborating with local farmers to provide fresh, in-season products to chefs and culinary professionals. The GoFresh Premier Produce Platform provides customer-facing ordering functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• Harvest Highlights (Produce) Seasonal fresh fruits and vegetables sourced from local farmers, curated for chefs and culinary professionals seeking in-season local produce.
• Culinary Cuts (Meat) Premium meats including succulent steaks, tender roasts, and artisanal sausages sourced from fine farms for discerning chefs and foodservice operators.
• Seafood Premium seafood products sourced for quality and freshness, offered to foodservice and retail customers.
• Gourmet Cheese Artisanal and gourmet cheese selection curated for chefs, foodservice operators, and gourmet gatherings.
• Gourmet Charcuterie Premium cured meats and charcuterie selections paired with artisanal cheeses and gourmet accompaniments for culinary and gathering use.
• Gourmet Pantry Specialty pantry items including dry goods, seasonings, spices, oils and vinegars, and gourmet accompaniments.
• Dairy & Eggs Fresh dairy products and eggs sourced from local suppliers for culinary and foodservice applications.
• Gourmet Pastry Artisanal pastries and baked goods for culinary professionals, restaurants, hotels, and gourmet gatherings.
• Frozen Frozen food products including specialty frozen items distributed to foodservice and retail customers.
• Beverages Selection of beverages distributed to foodservice and retail operations.
• Paper & Disposable Supplies Paper and disposable supplies bundled with food distribution for foodservice and retail operations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• US Foods Holding Corp: US Foods is a top-tier broadline foodservice distributor serving independent restaurants, healthcare, and education. Like GoFresh, it distributes fresh produce, meat, and specialty items, and competes for the same foodservice and education accounts in the Southeast.
• Gordon Food Service: Gordon Food Service is a broadline foodservice distributor serving restaurants, schools, and healthcare across the U.S. Comparable to GoFresh in target verticals and product mix, including fresh produce, dairy, and meat.
• Performance Food Group: Performance Food Group is a major broadline foodservice distributor in the U.S. with a strong footprint in the Southeast and foodservice/education verticals directly overlapping with GoFresh's served markets.
• Sysco Corporation: Sysco is the largest broadline foodservice distributor in North America, supplying restaurants, healthcare, education, and hospitality. It is comparable to GoFresh as a foodservice distribution competitor at scale, and through its FreshPoint subsidiary overlaps directly in specialty produce.

Direct peers

• Ben E. Keith Company: Ben E. Keith is a regional broadline foodservice distributor covering the South-Central and Southeast U.S. with foodservice, education, and convenience customers — a direct regional peer to GoFresh.
• Reinhart Foodservice: Reinhart Foodservice is a broadline foodservice distributor serving independent restaurants and institutional customers across the Midwest and Southeast — a directly comparable regional competitor to GoFresh.
• Baldor Specialty Foods: Baldor Specialty Foods is a specialty foodservice distributor focused on produce, meat, seafood, and gourmet items for chefs and restaurants. Direct peer in the specialty/gourmet B2B distribution niche that GoFresh occupies.
• Shamrock Foods Company: Shamrock Foods is a regional broadline and specialty foodservice distributor with strong presence in the Southwest/Southeast, serving restaurants, schools, and hospitality. Highly comparable to GoFresh in regional scope, customer verticals, and specialty positioning.
• FreshPoint (Sysco Specialty Produce): FreshPoint is the largest specialty produce distributor in North America, serving restaurants, hotels, and institutions with fresh fruits, vegetables, and gourmet items. Direct competitor in the specialty fresh-produce distribution niche.

Emerging players

• Allen Brothers: Allen Brothers is a specialty meat and seafood purveyor serving fine-dining chefs. GoFresh already sells the Allen Brothers seafood line, and the brand is a relevant comparable for the specialty-meat/seafood slice of GoFresh's assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GoFreshProduce

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GoFresh