The Produce Company

What The Produce Company does

The Produce Company Limited is a privately held New Zealand wholesale foodservice distributor founded in 2015 and headquartered at 25 Hannigan Drive, St Johns, Auckland. The company supplies over 1,500 products across nine categories — fresh produce, meat, dairy, dry goods, beverages, frozen goods, seafood, pre-order specials, and eggs — to commercial kitchens and hospitality businesses across the Upper North Island. Its wholly owned subsidiary, The Butcher's Block, operates an in-house wholesale butchery at the Hannigan Drive facility producing quality meat cuts and specialty preparations, including a Gold Medal-winning Prime Beef Sausage at the 2025 Dunninghams Great New Zealand Sausage Competition.

The business operates a B2B trade-account-only model, with new customers submitting enquiries through the website and receiving account manager follow-up within 24 hours. Orders are placed via an online store, mobile app, phone, or email, and fulfilled through temperature-controlled delivery operating six days per week from Northland to Taupo, including Auckland, Hamilton, Tauranga, Rotorua, Whangarei, and surrounding areas such as Waiheke Island, Raglan, and Matakana. A specialised marine provisioning service extends the offering dockside to superyachts, cruise ships, and cargo vessels at Auckland Viaduct, Silo Marina, Port of Auckland, Opua Marina, and Port of Tauranga, plus export provisioning into the Pacific Islands (Fiji, Tonga, Samoa, Vanuatu). Alcohol products are distributed under Bevco Limited's off-licence and gated behind approved trade-account login.

The Produce Company monetises through wholesale transaction margins on each order, with pricing exclusive of GST and delivery charges and delivery fees applied on orders under NZD $150 ex GST. Curated partnerships with specialty producers — including Curious Croppers heirloom tomatoes, Southern Fresh hydroponic greens, Mercer Mushrooms, McLeod's Brewery, Garage Project, Citizen Collective, Heilala Vanilla, Round Pizza, Sea Treasure Seafoods, and Red + White Cellar wines — provide differentiated product access. Customer segments span restaurants, cafés, hotels, caterers, aged care facilities, schools, correctional facilities, superyachts, and cruise/cargo vessels, with the company explicitly serving thousands of businesses and a large portion of Auckland's leading restaurants.

Name

The Produce Company

Legal name

The Produce Company Limited

Website

https://produce.co.nz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

The Produce Company is a New Zealand B2B wholesale foodservice distributor supplying over 1,500 products across nine categories to commercial kitchens, hospitality businesses, aged care, schools, and marine vessels across the Upper North Island and Pacific Islands.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fish and Seafood Merchant Wholesalers (424460), Fish and Seafood Merchant Wholesalers (42446), Poultry and Poultry Product Merchant Wholesalers (424440), Poultry and Poultry Product Merchant Wholesalers (42444)

SIC

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

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Foodservice / HORECA Produce Wholesale (AFAIACAI), Meat, Poultry & Seafood Wholesale (AFAIABAF), Refrigerated/Chilled Foods Wholesale (Deli, Prepared, Fresh Pasta, etc.) (AFAIAHAB)

Keywords

• Wholesale food distribution
• Commercial kitchen supply
• Foodservice procurement
• Fresh produce wholesale
• Hospitality food supply

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

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. Wholesale Food Distribution: The Produce Company generates revenue by supplying fresh produce, meat, dairy, dry goods, beverages, frozen goods, and specialty ingredients to commercial kitchens and hospitality businesses on a wholesale basis. Orders are placed via online store, app, phone, or email. Prices are exclusive of GST and delivery charges, with delivery fees applied for orders under $150 ex GST. Customers are required to act 'in trade' for business purposes, confirming B2B-only supply.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Produce Company is a wholesale food service distributor that supplies over 1,500 fresh and specialty food products — fresh produce, meat, dairy, dry goods, beverages, frozen goods, and seafood — to commercial kitchens, restaurants, cafes, hotels, caterers, marine vessels, and institutional food services across New Zealand's Upper North Island. The company operates its own in-house wholesale butchery (The Butcher's Block), curated direct-grower supplier partnerships, and a temperature-controlled single-drop delivery service six days a week from Northland through to Taupo.

Product overview

The Produce Company is a wholesale food service distributor operating a multi-category portfolio of over 1,500 products across the Upper North Island of New Zealand. The core offering spans fresh produce (vegetables, fruit, herbs), meat, dairy, dry goods, beverages, frozen goods, and seafood. Key differentiators include the in-house The Butcher's Block wholesale butchery producing award-winning sausages, and exclusive specialty products from curated supplier partners such as Curious Cropper heirloom tomatoes, Southern Fresh hydroponic greens, Mercer Mushrooms, and Massimo's Burrata. The business operates an online ordering platform and mobile app, supported by temperature-controlled six-day delivery service. Beverage offerings include distributed brands (McLeod's Brewery, Garage Project, Citizen Soda) and a curated wine partnership with Red + White Cellar. The company also provides specialty marine provisioning for superyachts and vessels across New Zealand and the Pacific.

Differentiator

Problem solved

Functional benefit

Brands

• The Butcher's Block: In-house wholesale butchery that prepares quality cuts of meat for chefs and professional kitchens, producing award-winning sausages.

Products and services

• Fresh Produce

Quantifiable outcome

• Over 1,500 products supplied across 9 categories
• +2 more outcomes

Named customers10 records

Segments7 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

20 partnerships are on record, tiered core and minor.

• Curious CropperscoreStrategic or Co-development PartnerCurious Croppers is a boutique heirloom tomato farm in Clevedon, southeast of Auckland, run by Anthony and Angela Tringham. The Produce Company sources bespoke lines of heirloom tomatoes from Curious Croppers, which are offered as exclusive products to commercial kitchen customers. This is a direct grower relationship providing specialty produce not widely available.
• Southern FreshcoreStrategic or Co-development PartnerSouthern Fresh is one of New Zealand's most innovative hydroponic growers of premium produce, supplying wild rocket, baby carrots, baby beetroot, and other fresh greens year-round. The Produce Company partners with Southern Fresh to deliver consistent, fresh, sustainably grown herbs and greens to chefs across the Upper North Island.
• Citizen Collective / Citizen SodaminorChannel Partner/ Reseller/ DistributorCitizen Soda is a line of sparkling soft drinks made from upcycled imperfect fruit by Citizen Collective, a multi-award-winning food rescue and upcycling organisation. The Produce Company distributes Citizen Soda's sparkling Cherry, Orangeade, and Pink Lemonade products to foodservice venues across the North Island.
• Red + White CellarcoreChannel Partner/ Reseller/ DistributorThe Produce Company partnered with Red + White Cellar to curate and distribute a wine collection featuring 20 premium SKUs including Champagnes from Épernay and New Zealand wines from Waiheke, Marlborough, and Central Otago. Wine orders are delivered on a three-day weekly cycle (Sunday/Tuesday/Thursday ordering with Tuesday/Thursday/Saturday delivery).
• McLeod's BreweryminorChannel Partner/ Reseller/ DistributorMcLeod's Brewery is a craft beer producer based in Waipu, Northland, known for award-winning beers including Longboarder Lager, Paradise Pale Ale, Cove Unfiltered Pale Ale, and Northern Light Vienna Lager. The Produce Company distributes McLeod's Brewery beers to hospitality venues across the Upper North Island.
• Balle Farms / Mr ChipsminorChannel Partner/ Reseller/ DistributorBalle Farms, part of the Balle Bros Group farming since 1949, supplies potato products including premium frozen chips, wedges, and kumara fries under the Mr Chips brand. Balle Farms supplies over 85% of potatoes used by Mr Chips from growing operations in Pukekohe, Waikato, Hawke's Bay, and Canterbury. The Produce Company stocks Balle Farms and Mr Chips products including gluten-free, vegan, halal, and non-GMO options.
• Parched GarnishesminorChannel Partner/ Reseller/ DistributorParched is a local producer of premium dehydrated cocktail garnishes including blood orange wheels, citrus mixes, and spritz blends. Located on-site at Hannigan Drive (same location as The Produce Company), Parched products are 100% natural, shelf-stable for up to 12 months, and pre-sliced for portion control. The Produce Company distributes Parched garnishes to bars and hospitality venues.
• DunninghamsminorChannel Partner/ Reseller/ DistributorDunninghams is a long-standing supplier to The Produce Company, providing sausage meals, casings, and packaging. Dunninghams also organises the Great New Zealand Sausage Competition, at which The Produce Company's Prime Beef Sausage won Gold in 2025.
• Garage ProjectminorChannel Partner/ Reseller/ DistributorGarage Project is a craft beer producer featured as an exclusive product through The Produce Company. Mentioned as a supplier at Fine Food Show NZ and as part of The Produce Company's exclusive specialty product range.
• Mercer MushroomsminorChannel Partner/ Reseller/ DistributorMercer Mushrooms is a New Zealand mushroom producer using state-of-the-art Dutch technology in a fully circular facility in Waikato, enabling 52-week production of white button, portobello, and Swiss brown mushrooms. The Produce Company distributes Mercer Mushrooms to foodservice operations with daily deliveries.
• Sea Treasure Seafoods LtdminorChannel Partner/ Reseller/ DistributorSea Treasure Seafoods Ltd is a proudly Kiwi-owned seafood company delivering premium NZ seafood including scallops and lobster. The Produce Company features Sea Treasure Seafoods as a premium seafood supplier in its marine provisioning and foodservice offerings.
• Round PizzaminorStrategic or Co-development PartnerRound Pizza supplies premium pizza dough balls to The Produce Company for distribution to commercial kitchens, restaurants, pizzerias, hotels, and caterers. The Produce Company's sales and customer service team have participated in pizza training hosted by Round Pizza at Gault's Deli, Hannigan Drive.
• The Butcher's BlockcoreStrategic or Co-development PartnerThe Butcher's Block is The Produce Company's own in-house wholesale butchery operation. Skilled butchers combine traditional craftsmanship with modern precision to produce quality cuts of meat and award-winning Prime Beef Sausage for professional kitchens. Located at Hannigan Drive, Auckland.
• Mangaweka AsparagusminorStrategic or Co-development PartnerMangaweka Asparagus is a premium asparagus grower in the Kawhatau Valley, supplying purple and green asparagus as seasonal delicacies to The Produce Company customers.
• The Fresh GrowerminorStrategic or Co-development PartnerThe Fresh Grower is a multi-generational family farm on Pukekohe Hill growing premium greens from volcanic soils. The Produce Company partners with The Fresh Grower to supply bold, flavour-packed greens to top New Zealand kitchens.
• Boring Oat MilkminorChannel Partner/ Reseller/ DistributorBoring Oat Milk is an oat milk brand featured at The Produce Company's Fine Food Show NZ stand. Distributed through The Produce Company's foodservice distribution network.
• Ora's FarmminorChannel Partner/ Reseller/ DistributorOra's Farm is a producer/supplier featured at The Produce Company's Fine Food Show NZ stand. Distributed through The Produce Company's foodservice distribution network.
• LOT EIGHTminorChannel Partner/ Reseller/ DistributorLOT EIGHT is an oil producer featured at The Produce Company's Fine Food Show NZ stand. Distributed through The Produce Company's foodservice distribution network.
• Wicked HotsminorChannel Partner/ Reseller/ DistributorWicked Hots is New Zealand's premier grower of fresh, chemical-free chillies. The Produce Company distributes Wicked Hots chillies as part of its spring/summer specialty product lineup.
• Heilala VanillaminorChannel Partner/ Reseller/ DistributorHeilala Vanilla is a premium Pacific vanilla producer recognised at the 2026 Outstanding Food Producer Awards. The Produce Company distributes Heilala Vanilla products to professional kitchens.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• US Foods: US Foods is a major U.S. foodservice distributor serving independent restaurants, healthcare, and hospitality operators. It is a broad incumbent peer for benchmarking multi-category foodservice distribution at scale.
• Performance Food Group: Performance Food Group is a large U.S. foodservice and convenience distributor, supplying restaurants, schools, and institutions. It is a broad incumbent comparable to The Produce Company in core business model and customer verticals.
• Gordon Food Service: Gordon Food Service is a North American family-led foodservice distributor serving restaurants, schools, and healthcare operators. It is a broad incumbent comparable in customer mix and multi-category distribution model.
• Scales Corporation: Scales Corporation is a diversified New Zealand agribusiness with food ingredients and logistics operations. It is a broad incumbent peer in the New Zealand food distribution and agribusiness value chain, providing a benchmark for publicly traded comparables.
• Sysco Corporation: Sysco is the world's largest foodservice distribution company, supplying restaurants, healthcare, and educational institutions globally. While far larger and globally diversified, it represents the scale benchmark for B2B foodservice distribution and the broader competitive backdrop.

Direct peers

• Gilmours: Gilmours is a New Zealand foodservice wholesaler serving restaurants, cafes, hotels, and bars across the country. It competes directly with The Produce Company in B2B foodservice distribution, with overlapping product categories and customer segments.
• Bidfood New Zealand: Bidfood is one of the largest foodservice distributors in New Zealand, supplying fresh produce, meat, frozen, and dry goods to restaurants, hotels, and institutions nationwide. It is the most direct structural competitor to The Produce Company, with broader geographic reach but a more generic, multi-category offer.
• T&G Global: T&G Global is a New Zealand-founded fresh produce company growing, packing, and distributing fresh fruit and vegetables globally. It is a direct peer in fresh produce sourcing and distribution, though it operates at a larger export-driven scale.
• Service Foods Ltd: Service Foods is a New Zealand foodservice distributor supplying proteins, dairy, dry goods, and specialty ingredients to hospitality and institutional customers. It is a direct B2B peer with comparable service model and product mix.

Regional players

• PFD Food Services: PFD Food Services is one of Australia's largest foodservice distributors, supplying fresh, frozen, and dry goods to hotels, restaurants, and institutions. It is a comparable foodservice peer operating in a different geography, useful for benchmarking scale, logistics, and category mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 The Produce Company