Fresh Forward
Fresh Forward is a privately held Edmonton-based wholesale distributor of fresh produce, dairy, groceries, herbs, and spices serving Alberta (and parts of BC, Saskatchewan, and Manitoba) restaurants, retailers, hotels, healthcare, education, and government buyers, operating a refrigerated truck fleet, an online ordering portal, and a fundraising program.
- Company typePrivate
- Founded2003
- HeadquartersEdmonton, Canada
- Headcount51–100
- GTM typeB2B
- OfferingServices
Fresh Forward firmographics
Firmographics- Name
- Fresh Forward
- Legal name
- Fresh Forward Inc.
- Website
- https://freshforward.ca
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fresh Forward is a privately held Edmonton-based wholesale distributor of fresh produce, dairy, groceries, herbs, and spices serving Alberta (and parts of BC, Saskatchewan, and Manitoba) restaurants, retailers, hotels, healthcare, education, and government buyers, operating a refrigerated truck fleet, an online ordering portal, and a fundraising program.
- Ownership category
- akta.pro rank
Fresh Forward industry classification
Industry- Product category
- Wholesale Produce Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Wholesale Distribution (CRAOAAAC)
- akta.pro secondary industries
- Fresh Produce Distribution (CRAOABAB), Fresh Fruit Wholesale (AFAIACAA), Fresh Vegetable Wholesale (AFAIACAB)
Keywords
Where Fresh Forward is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Fresh Forward business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Produce Sales: Fresh Forward generates revenue primarily through wholesale distribution of fresh produce including fruits, vegetables, grocery items, dairy products, and herbs/spices to B2B customers. Sales are conducted through field sales representatives, inside sales teams, and an online ordering platform. Pricing is quote-based for business customers.
- Fundraising Program: The company offers fundraising programs for schools, sports teams, and community organizations featuring produce and meat value packs. 30% of sales return directly to the participating organization, with a minimum order size of $4,000 per fundraiser.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B Wholesale Pricing |
| Transaction based/ take rate | Multi-year contract | Fundraising Orders |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Fresh Forward product offering
Product offeringCore offering
Fresh Forward is a wholesale distributor that sources, repackages, and delivers fresh fruits, vegetables, dairy, grocery items, herbs and spices, and Canadian farm items to commercial buyers across Alberta and Western Canada. The company supplements product sales with refrigerated delivery, custom repacks, an online ordering platform, and a fundraising program for schools and community organizations.
Product overview
Fresh Forward is a wholesale produce supplier offering a comprehensive portfolio of fresh produce and grocery products. The company operates as a single unified service combining multiple product categories (Fresh Fruit, Fresh Vegetables, Grocery Items, Dairy Products, Herbs & Spices, and Canadian Farm Fresh Items) with wholesale distribution services including custom repacks, refrigerated delivery, and an online ordering platform. Additionally, the company offers a Fundraising Program that leverages the same product categories to provide seasonal produce and meat value packs to schools and community organizations.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Fruit Seasonal and year-round fresh fruit offerings sourced from local Western Canadian farms and international growers, supplied to commercial buyers in the foodservice and grocery sectors.
- Fresh Vegetables Seasonal and year-round fresh vegetable offerings sourced from regional and global suppliers, supplied to commercial buyers in the foodservice and grocery sectors.
- Grocery Items Assorted grocery items including condiments and pantry staples that complement the fresh produce offerings for commercial buyers.
- Dairy Products Dairy product offerings sourced from regional suppliers to complement the produce portfolio for commercial foodservice and grocery buyers.
- Herbs & Spices Fresh and dried herbs and spices sourced from various suppliers, supplied to commercial buyers alongside produce offerings.
- Canadian Farm Fresh Items Canadian-produced food items with a focus on locally sourced Alberta and Western Canadian farm products, supplied to commercial buyers.
- Fundraising Packages Seasonal produce and meat value packs sold by schools, sports teams, and community organizations as fundraisers, with 30% of sales returned to the participating organization and a $4,000 minimum order per fundraiser.
- Wholesale Distribution Services Bundled wholesale distribution service that combines company-owned refrigerated delivery with live GPS tracking, less-than-full-case custom repacks, and a proprietary online ordering platform for commercial buyers across Alberta.
Quantifiable outcome
- Over 80% of Alberta's population served through delivery network
- +1 more outcomes
Companies that use Fresh Forward
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Fresh Forward technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fresh Forward partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- PRO*ACTcoreFresh Forward is the official Pro*Act representative in Alberta. Pro*ACT has been a leading provider of fresh produce sourcing programs for customers in North America and globally for over 35 years. Their focus is on simplifying the supply chain and ensuring cost benefits for clients while delivering seamless access to high-quality fruits and vegetables from third-party inspected distribution centres worldwide.
- Canadian Produce Marketing Association (CPMA)coreCPMA represents international and Canadian members responsible for 90% of fresh fruit and vegetable sales in Canada. Fresh Forward participates in CPMA initiatives including the Half Your Plate educational program.
- Dispute Resolution Corporation (DRC)minorThe DRC offers harmonized standards, procedures, and services that help members avoid commercial disputes. With consultation, mediation, and arbitration services available.
- Half Your PlateminorAn educational program founded by CPMA in 2015 that educates Canadians about the importance of fresh produce consumption and encourages them to fill half their plates with fruits and vegetables.
- Capital Fine MeatscoreBased in Edmonton, Alberta, Capital Fine Meats is a family-owned and operated meat processor. Through partnership with Fresh Forward's fundraising program, customers can offer meat and produce products in one seamless campaign.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Fresh Forward competitors and assessment
Company assessmentBroad incumbents
- Sysco Canada: Subsidiary of Sysco, the largest North American broadline foodservice distributor, with a much broader SKU portfolio spanning produce, meat, dairy, and dry goods. Competes with Fresh Forward for the same Alberta foodservice accounts but at national scale.
- Gordon Food Service Canada: Major broadline foodservice distributor with a strong Western Canadian presence, supplying restaurants, hotels, and institutions with produce and broadline categories. Directly overlaps with Fresh Forward's B2B foodservice customer base across Alberta.
- FreshPoint (Sysco produce division): Sysco's specialty produce distribution arm operating across North America; competes directly with regional produce wholesalers in the restaurant and retail produce category and represents the most directly comparable produce-only distribution model.
Regional players
- Star Produce Ltd. Western Canadian fresh produce distributor headquartered in Saskatchewan, serving retailers and foodservice operators across the Prairies; directly comparable in operating model, customer mix, and regional scope to Fresh Forward.
- Thomas Fresh: Western Canadian produce grower-distributor operating in Alberta and neighbouring provinces; competes with Fresh Forward for Alberta foodservice and retail produce supply with vertically integrated growing operations.
Direct peers
- Opal Produce: BC-based produce distributor serving Western Canadian restaurants, hotels, and retailers with a comparable fresh-produce focus; closely aligned with Fresh Forward's model, with adjacent geographic footprint.
- Consolidated Fruit Distributors: Calgary-based fresh produce distributor serving restaurants, grocery retailers, and foodservice operators across Alberta; the closest direct peer given shared geography, customer segments, and product focus.
Others
- Pro*Act: North America's largest produce buying group of which Fresh Forward is the Alberta representative; not a competitor but a strategic ecosystem partner whose relationship defines Fresh Forward's procurement economics and competitive positioning.
- Capital Fine Meats: Edmonton-based family-owned meat processor that partners with Fresh Forward to bundle meat and produce in fundraising campaigns; adjacent supplier/commercial partner rather than a direct competitor.
- Freson Bros. Alberta-based independent grocery retailer and disclosed Fresh Forward customer; included as an ecosystem reference rather than a competitor to anchor the customer-side relationship dynamic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fresh Forward social profiles
Digital presenceFresh Forward compliance and trust
Trust signalCompliance4 records
Fresh Forward financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fresh Forward leadership team
Management profileNumber of profiles
Fresh Forward funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fresh Forward M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fresh Forward
What does Fresh Forward do?
Fresh Forward is a wholesale distributor that sources, repackages, and delivers fresh fruits, vegetables, dairy, grocery items, herbs and spices, and Canadian farm items to commercial buyers across Alberta and Western Canada. The company supplements product sales with refrigerated delivery, custom repacks, an online ordering platform, and a fundraising program for schools and community organizations.
Is Fresh Forward a public or private company?
Fresh Forward is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fresh Forward founded?
Fresh Forward was founded in 2003. It employs 51 to 100 people.
Where is Fresh Forward based?
Fresh Forward is headquartered in Edmonton, Canada, in the North America region.
How does Fresh Forward make money?
Two revenue lines are on record. Wholesale Produce Sales are the primary driver. The others are fundraising Program.
Who are Fresh Forward's main competitors?
Broad incumbents on record are Sysco Canada, Gordon Food Service Canada and FreshPoint (Sysco produce division). Regional players are Star Produce Ltd. and Thomas Fresh. Direct peers are Opal Produce and Consolidated Fruit Distributors. Others are Pro*Act, Capital Fine Meats and Freson Bros..
Does Fresh Forward have an API?
No public API is recorded for Fresh Forward.
What industry is Fresh Forward in?
Fresh Forward's product category is Wholesale Produce Distribution. Its primary akta.pro industry code is CRAOAAAC, Fresh Produce Wholesale Distribution, with a secondary code of CRAOABAB, Fresh Produce Distribution. Its NAICS code is 42448 and its SIC code is 5140.