Fresh Forward

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

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

• Wholesale produce distribution
• Fresh fruit vegetables
• Dairy grocery supply
• Foodservice distribution
• Refrigerated logistics

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PRO*ACTcoreChannel Partner/ Reseller/ DistributorFresh 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)coreStrategic or Co-development PartnerCPMA 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)minorOthersThe DRC offers harmonized standards, procedures, and services that help members avoid commercial disputes. With consultation, mediation, and arbitration services available.
• Half Your PlateminorGTM or Marketing PartnerAn 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 MeatscoreStrategic or Co-development PartnerBased 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

Broad 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

• Xx.com/freshforwardyeg
• Facebookfacebook.com/freshforward
• LinkedInlinkedin.com/company/fresh-forward-inc

Compliance4 records

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 Fresh Forward