Sapam

What Sapam does

SAPAM (Groupe SAPAM) is a French family-owned B2B wholesale distributor of fresh produce and seafood, headquartered in Strasbourg and founded in 1950 by Raymond Wirrmann. The company operates as a SAS with €250,000 in capital (SIREN 588 504 142, RCS Strasbourg) and runs four wholly-owned distribution subsidiaries — SAPAM Strasbourg (the historical 10,000 m² MIN de Cronenbourg site, relocated in 2022), SAPAM Mulhouse (Rixheim, 3,500 m², operational since 1991, first site to add seafood in 2013), SAPAM Bourgogne (Chalon-sur-Saône, 1,600 m², acquired as RIBAS in 1998 and renamed in 2004), and SAPAM Franche-Comté (Besançon-Pirey, 2,000 m², opened 2011) — plus a Provence shipping station at Saint-Andiol (1979) working with 300+ local producers and an export office SAPAM GmbH in Achern, Germany (1991). Group infrastructure totals roughly 20,400 m² of temperature-controlled warehousing, a 60-vehicle fleet, and 285 employees.

The product platform is built around five interconnected lines: fresh fruits and vegetables (the core), seafood (Marée) via dedicated poles at Mulhouse, Bourgogne, and Strasbourg, 4th and 5th range ready-to-use processed produce, premium specialty items, and the Atelier Du Primeur sub-brand which upcycles unsold organic produce into preserves, juices, soups, and sauces at an artisanal conserverie in Saint-Andiol. SAPAM sources from over 1,000 referenced French producers including 100+ local partners in Alsace, Lorraine, Franche-Comté, Bourgogne, and Provence, with over 20% of the offer stated as local and 30,000+ product references across fruits, vegetables, and seafood. The technology stack is purely operational (cold chain, photovoltaic at Provence 2013, Mulhouse 2021, Strasbourg via Planigy by ÉS, geothermal climate control at Strasbourg) — no proprietary software, AI, or digital platform is disclosed.

Revenue is generated through B2B wholesale margins on daily transactions with five named customer segments: commercial catering, collective catering, GMS (large retail, supported by 15 annual thematic PLV campaigns across 6 display formats), proximity retail, and German export. Pricing is quote-based and negotiated by dedicated commercial teams at each depot; orders are taken one day ahead for next-day pickup or 48-hour delivery, with operations running 365 days per year and a 'Carreau' direct sales counter at Strasbourg open from 4am. Distribution is executed via the company's own temperature-controlled fleet and extended nationally through SAPAM's founding membership in the Vivalya cooperative network (15 companies, 73 depots, each within 200 km of clients). Group leadership is headed by Directeur Général Pierre Haentzsler, with Virginie Dadez as Head of Group Marketing & Communication and Frédéric Marsaudon directing SAPAM Bourgogne. Certifications include ISO 9001 (2022), ISO 22000 at Mulhouse (2022), ISO 14001 (2023/2025), Agriculture Biologique, Alsace Excellence, MSC, ASC, Pavillon France, and FEL Partenariat, and the company is a registered ADEME/CITEO PRO participant under France's AGEC anti-waste law.

Name

Sapam

Legal name

SAPAM

Website

https://sapam.fr

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

SAPAM is a family-owned French B2B wholesale distributor founded in 1950 that supplies fresh fruits, vegetables, seafood, and 4th/5th-range produce to commercial catering, collective catering, GMS, proximity retail, and German export clients through five regional depots, a 60-vehicle fleet, and Vivalya network membership.

Ownership category

akta.pro rank

Product category

Wholesale Food Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH)

Keywords

• Fresh produce distribution
• Wholesale food service
• Fruit vegetable supply
• Seafood wholesale
• Restaurant supply

Headquarters

HQ city

Strasbourg

HQ country

France

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Distribution of Fresh Produce: SAPAM operates as a food wholesale distributor generating revenue through the sale of fresh fruits, vegetables, dried products, 4th and 5th range products (pre-cut/prepared), and seafood products to professional clients. Revenue is derived from product margins on transactions with restaurants, caterers, retailers, and other food professionals. Orders are placed daily for next-day delivery.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sapam is a French wholesale distributor that supplies fresh fruits, vegetables, seafood, and related food products to food service professionals across eastern France. The company sources from local producers and through the Vivalya cooperative network, operating cold-chain logistics, direct field sales, on-site market sales (Carreau), and an online ordering platform, with cross-border exports to Germany.

Product overview

SAPAM is a fresh produce distribution company operating as a unified platform offering five interconnected product lines: Fruits & Légumes frais (fresh fruits and vegetables as the core offering), Marée (seafood products), Atelier du Primeur (value-added processing of organic produce into preserves and juices), 4ème et 5ème gamme (ready-to-use processed vegetables and fruits), and Produits spécifiques (premium specialty products). The company serves food professionals including restaurants, caterers, retailers, and specialized food shops across eastern France through its network of regional distribution sites.

Differentiator

Problem solved

Functional benefit

Brands

• Atelier Du Primeur: Atelier du Primeur s'engage dans une démarche respectueuse de l'environnement. Nous proposons à nos partenaires locaux de transformer leurs fruits et légumes bios non-vendus. Ces produits sont transformés dans des sites conformes aux normes de sécurité alimentaire, à savoir notre conserverie artisanale à Saint-Andiol et une unité de fabrication d'une coopérative Bio dans le Languedoc Roussillon. Offre de spécialités de fruits, soupes, sauces, coulis, compotées, jus de fruits et légumes.

Quantifiable outcome

• 48-hour delivery guarantee
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• VivalyacoreChannel Partner/ Reseller/ DistributorSAPAM is a founding member and adherent of the Vivalya network since 2015 — the first French proximity distribution network for fruits and vegetables. Vivalya is a cooperative of 15 wholesale companies with 73 depots covering all of France. Each depot averages 88 km from producers and within 200 km of clients. Vivalya centralizes key functions including purchasing, logistics, quality, training, and marketing. SAPAM participates in Vivalya's annual Salon Fournisseurs Référencés and was awarded in the 'Ancrage local' (local anchoring) category at the first Lauréats Vivalya ceremony.
• PIRATHS HandballminorOthersSAPAM Strasbourg signed a partnership with PIRATHS Handball for the 2025-2026 season. The women's handball club plays in France's top division, based in Strasbourg, Achenheim, and Truchtersheim. SAPAM supplies fruit baskets and juices on match days to support player nutrition and performance. Partnership reflects shared values of engagement, team spirit, and local anchoring, and supports female sport and gender equality (RSE initiative).
• Étoiles d'AlsaceminorGTM or Marketing PartnerSAPAM participated in the Étoiles d'Alsace Alliances Gourmandes event on 27 April 2026 at Domaine Imodis, Saessolsheim. The event gathered chefs, artisans, and food professionals. SAPAM presented its seafood and seasonal produce offerings at a dedicated stand. Étoiles d'Alsace is an association of renowned chefs and food artisans promoting Alsace gastronomy.
• Planigy by ÉS (Électricité de Strasbourg)minorOthersPlanigy by ÉS installed photovoltaic panels on the SAPAM Strasbourg facility. This was the third SAPAM site to receive solar installations after SAPAM Provence (2013) and SAPAM Mulhouse (2021). Partner for renewable energy transition.
• Natural DevelopmentminorOthersSAPAM contracted Natural Development in April 2024 to conduct its carbon footprint assessment (bilan carbone), aligned with Vivalya's choice of provider for consistency across the network. The carbon assessment covers purchasing, storage, and distribution of fresh produce and seafood.
• Haguenau Warriors Race / 54th Régiment de TransmissionsminorGTM or Marketing PartnerSAPAM Strasbourg and Vivalya supported the Haguenau Warriors Race 2026 on 7 June 2026, organized by the 54th régiment de transmissions. The event gathered 2,200 runners, 8,000 visitors, and 400+ soldiers. SAPAM supplied fresh fruit for participant refreshment stations throughout the day, supporting the sport and solidarity event.
• ADEME (Agence de l'Environnement et de la Maîtrise de l'Énergie)minorOthersADEME accompanies SAPAM's two RSE referents in deploying environmental actions across the group. The referents have followed ADEME training programs to access tools and resources for carbon reduction initiatives.
• Ferme KriegerminorStrategic or Co-development PartnerSAPAM works with Ferme Krieger, a family farm in Haguenau, which cultivates strawberries, radishes, salads, carrots, rhubarb, and 8 hectares of Alsace asparagus. SAPAM and Vivalya teams visited the farm for video content and recipe ideas. Krieger exemplifies SAPAM's commitment to local producers and short supply chains.
• Hennequin (mareyeur vendéen)minorStrategic or Co-development PartnerHennequin is a Vendée-based fishmonger supplying SAPAM with premium seafood products (noble fish) for the Étoiles d'Alsace Alliances Gourmandes event. SAPAM sources seafood from numerous French ports (Boulogne-sur-Mer, Brittany, Vendée, Normandy, Mediterranean) and internationally (Norway, Scotland, Ireland, Spain).
• La Maison NeuvicminorStrategic or Co-development PartnerLa Maison Neuvic supplied premium seafood specialities to SAPAM for tasting events at the Étoiles d'Alsace Alliances Gourmandes, including caviar butter, lobster butter, and trout roe.
• FEL PartenariatminorOthersSAPAM is a member of FEL Partenariat, a sector-specific quality initiative for the fruit and vegetable industry covering quality grading, reception controls, hygiene, and food safety through signed conventions with DDPP and UNCGFL.
• CEMAFROID (ECLER Program)minorOthersSAPAM participates in the ECLER program (Économie Circulaire Logistique Economique et Responsable), led by CEMAFROID and supported by the French Ministry of Ecological Transition. The program aims to reduce energy consumption in refrigerated transport and lower CO₂ emissions.
• Région Grand EstminorOthersRégion Grand Est supported SAPAM Strasbourg's renewable energy transition, notably the installation of photovoltaic panels in collaboration with Planigy by ÉS. The region is a key partner in funding sustainable infrastructure projects.
• ADEM/CITEO PROminorOthersSAPAM is registered with ADEM/CITEO PRO eco-organizations as required by France's AGEC law (anti-waste law). Unique identifiers: SAPAM Mulhouse ER FR409434_02UZWZ and EM FR409434_01HFCF; SAPAM Strasbourg ER FR409435_02CGOO and EM FR409435_01TXIZ.

Scale indicators11 records

Recent moves18 records

Expansion highlights6 records

Direct peers

• Pomona: France's leading specialized foodservice distributor with multi-category offerings including fresh produce and seafood. Directly comparable to SAPAM in serving restaurants, caterers, and collective catering across France with a B2B wholesale model.
• Compagnie Fruitière: Major French fresh produce company specializing in tropical and Mediterranean fruits with integrated production, ripening, and distribution. Highly comparable business model to SAPAM's fruit and vegetable wholesale distribution for foodservice and retail clients.
• Pro à Pro: Foodservice distributor owned by Système U serving restaurants and caterers across France with multi-category offerings including fresh produce. Direct competitor to SAPAM in the foodservice wholesale channel with national reach.
• France Frais: French foodservice distributor specializing in fresh and frozen products with multi-temperature logistics. Overlaps with SAPAM in fresh produce and seafood distribution to restaurants and caterers.
• Vivalya Network Members: Cooperative network of 15 French fresh produce wholesale companies with 73 depots. The other 14 member companies are direct competitors to SAPAM in regional fresh produce distribution, while collectively they enable SAPAM's national coverage.

Broad incumbents

• Sysco France: Subsidiary of US-listed Sysco, one of the world's largest foodservice distributors. Operates broadly across France including fresh produce and seafood categories serving the same restaurant and institutional catering segments as SAPAM, with greater scale and assortment.
• Transgourmet France: Foodservice distribution subsidiary of Coop Group operating cash-and-carry and delivery across France. Overlaps with SAPAM in fresh produce and seafood categories serving commercial and collective catering, with a much broader portfolio.
• Agrial: Major French agricultural cooperative with a fresh produce division serving retail and foodservice channels. Broader portfolio including farming, beverages, and meat, but directly comparable in the produce distribution activities overlapping with SAPAM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GroupeSAPAM
• Facebookfacebook.com/SapamGroupe
• LinkedInlinkedin.com/company/sapam

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 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 Sapam