Super Asia Foods and Spices

What Super Asia Foods and Spices does

Super Asia Foods and Spices is a Canadian wholesale distributor of South Asian food products, founded in 1994 and headquartered in Vaughan, Ontario, with a secondary warehouse and distribution site in Calgary, Alberta. The company operates as a B2B intermediary, sourcing authentic food products from Pakistan, India, and Bangladesh and distributing them to mainstream supermarkets, ethnic grocery shops, restaurants, food service providers, and convenience cash-and-carry stores across 50+ Canadian cities. The firm employs approximately 50 people and reports $30M+ CAD in annual turnover with ~20% year-on-year growth, of which roughly 25% is generated by its own "Super Asia" house brand.

The product portfolio spans six core categories: spices and herbs, rice (predominantly basmati variants under the Handi brand), frozen foods, snacks and sweets, juices and beverages, and sauces and chutneys. Beyond its own label, the company distributes established South Asian brands including Handi, Mitchell's, EBM, Sherbon, Nestle, and Dawn Bread. The technology stack is intentionally lean: an Odoo-based e-commerce storefront (superasia.ca/shop) handles account-based ordering and catalog browsing, with no proprietary platform, no API/SDK offering, and no disclosed AI, data, or integration capabilities.

The business model is straightforward wholesale distribution. Revenue is generated through transactional sales at quote-based pricing to registered business accounts, supported by a hybrid go-to-market combining direct field sales to enterprise retail and food-service accounts, self-serve e-commerce for smaller reorders, and event-driven outreach via trade shows such as SIAL Montreal 2026. The company is privately held and family-owned, led by CEO Kashif Majeed (with founder Zain Ashraf Mughal also referenced in a separate data block), and has maintained independent ownership since inception with no disclosed institutional investors or M&A activity.

Name

Super Asia Foods and Spices

Legal name

Super Asia Foods

Website

https://superasia.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Asia Foods and Spices is a Canadian wholesale distributor of South Asian food products, supplying spices, rice, frozen foods, snacks, beverages, and sauces to retailers, restaurants, and food service businesses across 50+ Canadian cities from warehouses in Vaughan, Ontario and Calgary, Alberta.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

NAICS

Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

akta.pro secondary industries

Specialty & Ethnic Grocery Wholesale (AFAIABAJ), Ethnic Frozen & Refrigerated Foods Wholesale (AFAIAIAB)

Keywords

• Wholesale food distribution
• South Asian groceries
• Ethnic food importer
• B2B food wholesale
• Spices and rice distribution

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Distribution: Revenue generated from distributing South Asian food products (spices, rice, frozen foods, snacks, beverages, sauces) to retailers, restaurants, and food service businesses across Canada. Products sourced from Pakistan, India, and Bangladesh. Approximately 25% of business comes from company's own brands.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Super Asia Foods and Spices is a wholesale distributor that imports and supplies authentic South Asian food products — including spices, rice, frozen foods, snacks, beverages, and sauces — from Pakistan, India, and Bangladesh to retailers, restaurants, and food service operators across Canada. Approximately 25% of revenue comes from the company's own house brands, with the balance distributed under leading South Asian brand names such as Handi, Mitchell's, Sherbon, EBM, and Nestle.

Product overview

Super Asia Foods is a wholesale B2B distributor of authentic South Asian food products operating as a one-stop shop for retailers, supermarkets, restaurants, and ethnic grocery shops across Canada. The company distributes a comprehensive portfolio of products organized into key categories including Spices & Herbs, Rice, Frozen Foods, Snacks & Sweets, Juices & Drinks, and Sauces & Chutneys. They represent and distribute numerous branded products from South Asian manufacturers including Handi (rice, spices, dried fruits, baking goods), Mitchell's (sauces and chutneys), Nestle (fruit juices), Sherbon (beverages), and other regional brands. The business model centers on bulk wholesale distribution to over 50 cities across Canada, with approximately 25% of revenue coming from their own branded products. The platform is built on Odoo e-commerce technology and serves as both a product catalog and ordering system for business customers.

Differentiator

Problem solved

Functional benefit

Brands

• Super Asia: Company's house brand for food products including rice and general food items.

Products and services

• Spices & Herbs Wholesale South Asian spices and herbs including turmeric, cumin, coriander, garam masala, and various whole and ground spices sourced from Pakistan, India, and Bangladesh, sold to retailers and food service operators.
• Rice & Grains Premium basmati rice varieties including Handi Sella Basmati, Handi Extreme Extra Long Basmati, Handi Golden Sella Basmati, Handi Brown Basmati, and Handi Traditional Basmati in various pack sizes for wholesale distribution.
• Frozen Foods Frozen South Asian food products including parathas, samosas, kebabs, and frozen vegetables from brands like Handi and Rehmat-e-Shereen, supplied to retailers and food service operators.
• Snacks & Sweets South Asian snacks and sweets including Rehmat-e-Shereen Peshawari Naan, parathas, and various traditional snack items distributed to grocery and food service customers.
• Juices & Drinks Beverages including Nestle Fruita Vitals juices, Sherbon drinks, Chalo juices, Pure Heaven sparkling drinks, and Sherbon basil seed drinks in various flavors, sold wholesale to retailers and food service.
• Sauces & Chutneys Mitchell's sauces and chutneys including Chilli Garlic, Green Chilli, Hot & Sweet, Mango Chutney, Plum Chutney, and various other condiment products, distributed wholesale to grocery and food service operators.
• Handi Brand Products Comprehensive range of Handi brand products including basmati rice varieties, spices, dried fruits, baking essentials, cooking oils, tamarind paste, fried onions, and various cooking ingredients distributed to Canadian retailers and food service.
• Mitchell's Brand Products Mitchell's sauces and chutneys including Chilli Garlic, Mango Chutney, Plum Chutney, and various condiment products distributed through Super Asia Foods' wholesale network.
• Nestle Brand Products Nestle Fruita Vitals fruit juice and nectar products including Chaunsa Mango, Guava, and Royal Mangoes varieties distributed to Canadian retailers and food service operators.
• Sherbon Brand Products Sherbon drinks and beverages including basil seed drinks in various flavors, Falooda drinks, mango juice drinks, and fruit pulp products distributed through Super Asia Foods' wholesale network.

Named customers4 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

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• East End Foods: UK-based wholesale distributor of South Asian and ethnic food products with a comparable multi-category portfolio (rice, spices, frozen foods, snacks). Closest international analog to Super Asia's wholesale South Asian food distribution model.
• Surya Foods: UK ethnic food manufacturer and distributor serving retail and foodservice with rice, noodles, sauces, and frozen products. Highly comparable as a wholesale-first ethnic food distributor with own-brand manufacturing.
• KTC (Edibles) Ltd: UK-based supplier and distributor of ethnic cooking oils, sauces, and pantry staples. Comparable in being a wholesale-led ethnic food business with own-brand manufacturing supplying retail and foodservice.

Broad incumbents

• Gordon Food Service: Canada's largest broadline foodservice distributor serving restaurants and institutions across the country. Comparable business model (B2B wholesale food distribution in Canada) though serving mainstream categories at much larger scale.
• Sysco Canada: Subsidiary of the global foodservice distribution giant operating across Canada. Comparable broadline wholesale distribution model, though serving mainstream foodservice rather than specializing in South Asian categories.
• T&T Supermarket: Canada's largest Asian grocery retailer (owned by Loblaw) selling imported South and East Asian foods. Comparable product assortment and target consumer base, though operating a retail model rather than wholesale distribution.
• Loblaw Companies: Canada's largest grocery retailer and a customer of Super Asia. Comparable end-market exposure to South Asian consumer demand, and competes indirectly via President's Choice private-label ethnic SKUs and T&T Supermarket.
• Sobeys (Empire Company): Second-largest Canadian grocery retailer operating under multiple banners. Comparable end-market demand and is a current customer of Super Asia, while also a potential disintermediation risk through private-label launches.
• Metro Inc. Major Quebec- and Ontario-based grocery and pharmacy retailer. Comparable Canadian end-market exposure and procurement relationships; relevant as both customer and indirect competitor.
• Costco Wholesale Canada: Cash-and-carry and warehouse club operator cited in Super Asia's customer base. Comparable wholesale channel into small businesses and ethnic grocers, and a rising private-label player in ethnic SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCk4cksSoWuqMkMxNPhZpn9g
• Facebookfacebook.com/superasiafoods
• LinkedInca.linkedin.com/company/superasiafoods
• Xx.com/SuperAsiaF

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 Super Asia Foods and Spices