Di Luca & Di Luca

What Di Luca & Di Luca does

Di Luca & Di Luca is a family-owned Swedish food import, brand development, and distribution company founded in 1971 by Fernando Di Luca, an Italian immigrant who began by introducing olive oil and Mediterranean staples to the Swedish market. Operating from Stockholm (Alsnögatan 11), the company is the core operating subsidiary of Gruppo Di Luca, which also includes Enjoy Wine & Spirits (one of Sweden's largest wine importers and a leading Systembolaget supplier), Di Luca Wine & Food (operator of the Deli Di Luca restaurant on Folkungagatan), and Accademia Di Luca (a Mediterranean food knowledge platform). The company runs a dual model: it develops and markets its own Zeta brand — approximately 400 products across 28 categories including olive oils, vinegars, pestos, pasta, antipasti, beans, cheeses, charcuterie, and gluten-free/frozen items — and acts as exclusive Swedish distributor for a large portfolio of Italian and Mediterranean agency brands such as San Pellegrino, Monini, Giovanni Rana, Bertozzi, Biraghi, Vicenzi, Parmareggio, and Mengazzoli.

The business serves three primary segments: Swedish retail consumers (via ICA, Coop, Hemköp, Willys, Citygross), the foodservice/HORECA trade (restaurants, catering, and commercial kitchens via a dedicated Key Account team), and wine/spirits trade (Systembolaget and restaurants via Enjoy Wine & Spirits), with growing export to Norway, Finland, and Denmark. Go-to-market is sales-led, supported by an in-house sales force operated through a partnership with Sellex, plus owned marketing channels including the award-winning zeta.nu consumer website, the Accademia Di Luca knowledge hub, the Fernando Di Lucas Honorary Award, and experiential events like the Zeta Pastaparty at the Stockholm Marathon. Revenue is generated through wholesale of own-brand products, agency/distribution margins on partner brands, and wine import margins, with pricing set by individual retailers for consumer SKUs. The firm is family-controlled across two generations — currently led by Christian Di Luca as CEO of Gruppo Di Luca and Johan Westerberg as CEO of Di Luca & Di Luca AB, alongside second-generation siblings Gabriella Di Luca and Paola Di Luca — with no external institutional investors.

Name

Di Luca & Di Luca

Legal name

Di Luca & Di Luca AB

Website

https://diluca.se

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Di Luca & Di Luca is a family-owned Stockholm-based food importer and distributor, market leader for Italian Mediterranean food in Sweden through its Zeta brand and agency distribution of 30+ Italian brands, serving retail, HORECA, and Systembolaget across the Nordics.

Ownership category

akta.pro rank

Product category

Mediterranean Food Import & Distribution

NAICS

Food Manufacturing (311), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Food And Kindred Products (2000), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

International Specialty Ingredients & Import Markets (CRAHAFAL)

akta.pro secondary industries

Mediterranean/Greek/Italian/Spanish Grocery Stores (CRAHAFAJ), Pasta Manufacturing (dry, fresh, filled) (AFAKABAB)

Keywords

• Mediterranean food import
• Italian food distribution
• Olive oil products
• Foodservice wholesale supply
• Wine and spirits import

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Own brand product sales (Zeta): Di Luca & Di Luca develops, imports, sells, and markets food products under the Zeta brand, including olive oils, vinegars, pesto, pasta, antipasti, beans, and more. Revenue is generated through wholesale to Swedish supermarkets, retailers, and export markets.
2. Agency brand distribution: The company distributes products from other brands on an agency basis, including San Pellegrino, Monini, Giovanni Rana, Mengazzoli, Grappolini, Golfera, and many others, earning commissions or margins on sales through Swedish retail and foodservice channels.
3. Gruppo Di Luca - Wine & Spirits import: Enjoy Wine & Spirits, part of Gruppo Di Luca, imports wine, beer, and spirits globally and supplies Systembolaget and restaurants. This represents a separate revenue stream within the group.
4. Restaurant operations (Deli Di Luca): Di Luca Wine & Food operates the Deli Di Luca restaurant and wine bar on Folkungagatan in Stockholm, serving Mediterranean cuisine and primarily featuring the group's own products.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Di Luca & Di Luca is a family-owned food importer and distributor that develops, imports, and markets Mediterranean food products under the Zeta brand and distributes numerous Italian and Mediterranean agency brands to Swedish retailers, foodservice operators, and consumers. The company offers approximately 400 products across 28 categories including olive oils, vinegars, pesto, pasta, antipasti, beans, gluten-free products, cheeses, charcuterie, cookies, and beverages, with additional operations in wine import (Enjoy Wine & Spirits) and a restaurant concept (Deli Di Luca).

Product overview

Di Luca & Di Luca is a family-owned food import and marketing company that leads the Swedish market for Italian Mediterranean food. The company operates as a unified portfolio platform with the Zeta brand as its core own brand, supplemented by numerous agency brands distributed in Sweden. The product offering spans approximately 400 products across 28 categories including olive oils, vinegars, pestos, pasta, cheeses, charcuterie, cookies, desserts, mineral waters, beverages, and specialty Mediterranean ingredients. Gruppo Di Luca encompasses three operating companies: Di Luca & Di Luca (food products), Enjoy Wine & Spirits (wine imports), and Deli Di Luca (restaurant). The company serves retail, foodservice, and restaurant customers across Sweden with export operations to Norway, Finland, and Denmark. Accademia Di Luca provides educational content about Mediterranean cuisine.

Differentiator

Problem solved

Functional benefit

Products and services

• Zeta Brand Products Di Luca & Di Luca's primary own brand featuring approximately 400 Mediterranean food products across 28 categories including olive oils, vinegars, pesto, tapenade, sun-dried tomatoes, pasta, beans, snacks, and gluten-free products. Sold through Swedish supermarket chains.
• Zeta Pinsa A thicker, sourdough-based bread base used similarly to pizza, launched in 2023 and becoming one of the company's best-selling products. Awarded Grocery Product of the Year 2025.
• Zeta Glutenfri Product Line Gluten-free product line launched in 2025 including pizza and pinsa bases, cantuccini biscuits, grissini breadsticks, and pasta varieties. Marked Zeta's first entry into frozen products.
• San Pellegrino Distribution Agency distribution of San Pellegrino natural mineral water from San Pellegrino Terme near Bergamo, Italy, since 1899. Di Luca & Di Luca distributes this brand in Sweden.
• Giovanni Rana Distribution Agency distribution of Giovanni Rana fresh filled pasta brand from Italy. Di Luca & Di Luca distributes these products in the Swedish market.
• Enjoy Wine & Spirits (Wine Import) Wine importer within Gruppo Di Luca, operating as one of Sweden's largest wine importers and a longstanding Systembolaget supplier. Imports wine, beer, and spirits globally for both the Swedish retail monopoly and restaurant sector.
• Deli Di Luca Restaurant Restaurant and wine bar on Folkungagatan in Stockholm serving classic Mediterranean cuisine with Italian influences. Features products from Di Luca & Di Luca and Enjoy Wine & Spirits, functioning as both a sales channel and brand showcase.
• Di Luca Foodservice / HORECA Supply Foodservice division serving restaurants, catering businesses, and commercial kitchens (storhushåll) with Mediterranean food products, backed by a dedicated Key Account team covering different Swedish regions.
• Barrels & Drums (Alcohol-Free Wine) Agency brand distributing alcohol-free wines produced using premium grape varieties through vacuum distillation. Di Luca & Di Luca is the exclusive distributor to Swedish grocery retail, with Enjoy Wine & Spirits handling sales to Systembolaget and restaurants.
• Accademia Di Luca (Mediterranean School) Knowledge and inspiration center for Mediterranean food, established in 2012. Publishes Mediterranean Reports and provides information about Mediterranean cuisine to both the food industry and consumers.

Quantifiable outcome

• Zeta beans captured 50% market share within 6 months of launch in 2002
• +2 more outcomes

Named customers7 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

Partnerships

Five partnerships are on record, tiered core and minor.

• SellexcoreChannel Partner/ Reseller/ DistributorDi Luca & Di Luca collaborates with Sellex, a sales company that manages their sales force operations. Sellex is responsible for the company's sales team serving retail and foodservice customers. Contact: Alex Tengvall, CEO of Sellex.
• OddbirdminorChannel Partner/ Reseller/ DistributorDi Luca & Di Luca became the exclusive distributor of alcohol-free wine from Oddbird to Swedish grocery retail. Simultaneously, Enjoy Wine & Spirits handles sales to Systembolaget and restaurants, with the goal of promoting alcohol-free wine in Sweden.
• ICA Kvantum KungsholmenminorOthersICA Kvantum Kungsholmen won the 2024 Fernando Di Lucas Honorary Award, recognizing its active work to highlight the benefits of Italian Mediterranean food from both food enjoyment and lifestyle perspectives.
• S.Pellegrino Young Chef Academy CompetitionminorGTM or Marketing PartnerDi Luca & Di Luca promotes the S.Pellegrino Young Chef Academy Competition 2026-27, an international competition offering young chef talents global visibility and inspiration from world-renowned chefs.
• Skistar (Casa Di Luca Ristorante)minorStrategic or Co-development PartnerIn December 2014, Casa Di Luca Ristorante opened in the Experium facility in Lindvallen, Sälen, as a collaboration with Skistar. The restaurant offers Italian cuisine in the Swedish mountain resort.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Martin & Servera: Major Swedish foodservice distributor serving restaurants, catering, and public kitchens nationwide. Closest competitor in Swedish HORECA food distribution with overlapping Mediterranean/European product ranges and similar scale.
• Menigo: Swedish foodservice distribution company serving restaurants, hotels, and commercial kitchens. Di Luca's foodservice division targets the same HORECA customer segment in Sweden with Mediterranean specialty foods, and both companies operate regional key-account structures in the country.
• Santa Maria (Paulig Group): Sweden-based specialty food brand (part of Paulig Group) specializing in world/ethnic foods, spices, sauces, and Tex-Mex products. Directly comparable branded specialty food play sold through the same Swedish grocery channels with a similar consumer demographic.

Broad incumbents

• Paulig: Finnish family-owned food conglomerate and parent of Santa Maria. Operates a broader Nordic portfolio (coffee, spices, world foods, snacks) that overlaps with Di Luca's category footprint and competes for the same grocery shelf space.
• Barilla: Italian pasta and sauce giant whose pasta was historically introduced to Swedish retail by Di Luca in 1974. Competes with Zeta pasta at category level and operates in adjacent olive oil/sauce categories globally.
• Orkla Foods Sverige: Nordic CPG conglomerate with Swedish food brands including Felix (condiments/Mediterranean adjacencies), Abba, and Kårtömmar. Operates at significantly larger scale across multiple grocery categories and is a long-standing competitor for Swedish shelf space.
• Bonduelle: Global leader in processed vegetables (canned, frozen, fresh) with strong Mediterranean product portfolio. Directly overlaps with Di Luca's antipasti, beans, and preserved vegetable categories in European grocery.
• De Cecco: Italian premium pasta and olive oil producer. Competes with Zeta pasta and olive oil SKUs in the premium Italian food category and represents the same Mediterranean-origin competitive set Di Luca confronts.
• Lantmännen: Swedish food and agriculture conglomerate with broad portfolio spanning grains, bread, branded foods, and restaurants. Serves the same major Swedish grocery customers and competes in adjacent categories at materially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries4 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 Di Luca & Di Luca