Frog Holler
Frog Holler Produce is a Detroit-based B2B wholesale produce distributor founded in the 1970s, serving restaurants, chefs, and food service businesses across Michigan and northwest Ohio with farm-fresh fruits, vegetables, microgreens, and specialty produce from its SQF Level 2 Certified facility.
- Company typePrivate
- Founded1970
- HeadquartersDetroit, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Frog Holler does
Frog Holler Produce is a chef-driven B2B wholesale produce distributor headquartered at 18074 Sherwood St, Detroit, Michigan, founded in the 1970s by Rick Peshkin. The company sources and distributes farm-fresh fruits, vegetables, fresh herbs, microgreens, and specialty/exotic produce to restaurants, chefs, hotels, caterers, and other food service establishments across Michigan (Ann Arbor, Metro-Detroit, Lansing, Grand Rapids) and northwest Ohio (Toledo). Its core product categories are Popular Produce (standard vegetables and fruits), Unique/Specialty & Exotic Produce (jicama, cactus leaves, edible flowers, romanesco, purple cauliflower), and Fresh Herbs & Microgreens, with complementary channel-partner SKUs including Natalie's fresh-squeezed juices and Guernsey Farms Dairy products.
Operationally, Frog Holler runs an SQF Level 2 Certified facility and offers next-day wholesale delivery with a $300 minimum order, alongside a customer pick-up option at its Detroit facility. The technology layer consists of a mobile ordering application (iOS and Android, branded as the Frog Holler Produce app on the Pepper App platform) and a classic web-based online ordering system, supplemented by phone and email order channels. Order customization by variety, size, and ripeness is a stated differentiator. Frog Holler is a subsidiary of Van Eerden Foodservice, which provides executive chef support (Chef Erin Martin / EJ Martin) that curates recipes and culinary content for the customer base. Marketing and demand generation are conducted primarily through organic social media (Instagram, Facebook, LinkedIn) and a recipe/content blog.
The business model is wholesale produce distribution on a transactional basis, with weekly price lists, pay-as-you-go billing, and a $300 minimum for delivery. The company has 11-50 employees, no public revenue disclosure, no external funding rounds, and no subsidiaries of its own. Its stated value proposition centers on locally grown Michigan produce, the largest such assortment in the state, specialty/exotic variety, and chef-driven service.
Frog Holler firmographics
Firmographics- Name
- Frog Holler
- Legal name
- Frog Holler Produce
- Website
- https://froghollerproduce.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Frog Holler Produce is a Detroit-based B2B wholesale produce distributor founded in the 1970s, serving restaurants, chefs, and food service businesses across Michigan and northwest Ohio with farm-fresh fruits, vegetables, microgreens, and specialty produce from its SQF Level 2 Certified facility.
- Ownership category
- akta.pro rank
Frog Holler 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
- Foodservice / HORECA Produce Wholesale (AFAIACAI)
Keywords
Where Frog Holler is headquartered
LocationHeadquarters
- HQ city
- Detroit
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frog Holler business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Wholesale Produce Distribution: B2B wholesale distribution of fresh fruits, vegetables, herbs, microgreens, and specialty/exotic produce to restaurants, chefs, and food service businesses across Michigan and northwest Ohio.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale produce with $300 minimum delivery order |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Frog Holler product offering
Product offeringCore offering
Frog Holler Produce is a chef-driven B2B wholesale distributor of farm-fresh fruits, vegetables, herbs, microgreens, and specialty/exotic produce, selling to restaurants, chefs, hotels, caterers, and food service businesses across Michigan and northwest Ohio. Orders are placed via mobile app, online platform, phone, or email, with next-day delivery available within the service territory and a $300 minimum wholesale order. The product portfolio also includes complementary sub-brands such as Natalie's fresh squeezed juices and Guernsey Farms Dairy products.
Product overview
Frog Holler is a chef-driven B2B produce distributor serving restaurants and businesses across Michigan and northwest Ohio. The company offers a comprehensive portfolio organized around core produce categories: Popular Produce (standard vegetables and fruits), Unique/Specialty & Exotic Produce (uncommon varieties like purple cauliflower and edible flowers), and Fresh Herbs & Microgreens. The product lineup also includes complementary sub-brands—Natalie's Fresh Squeezed Juices and Guernsey Farms Dairy products. Beyond physical products, Frog Holler provides digital ordering capabilities through its online platform and mobile Pepper App, alongside fulfillment services including wholesale delivery and customer pick-up.
Differentiator
Problem solved
Functional benefit
Products and services
- Popular Produce
Companies that use Frog Holler
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Frog Holler technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Frog Holler partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Van Eerden FoodservicecoreVan Eerden Foodservice is the parent company of Frog Holler Produce. The relationship provides executive chef support and culinary expertise, with Chef Erin Martin (EJ Martin) curating recipes and providing culinary guidance for Frog Holler products.
- Natalie's (Orchid Island Juice Company)minorFourth-generation Florida citrus growers offering fresh squeezed, clean label juices. Products include Lime, Lemon, Orange, Grapefruit, Lemonade, Blood Orange, and Margarita Mix available through Frog Holler's distribution.
- Guernsey Farms DairyminorThird-generation family-owned dairy company since 1940, based in Northville, Michigan. Provides buttermilk and heavy cream products through Frog Holler's distribution network.
- Michigan-based GrowerscorePartnership with Michigan-based growers enables Frog Holler to offer the largest assortment of locally grown produce Michigan has to offer, with options available year-round for customers.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Frog Holler competitors and assessment
Company assessmentRegional players
- Get Fresh Produce: Chicago-area fresh produce distributor serving restaurants, grocers, and foodservice. Comparable as a regional B2B fresh produce specialist, though operating in a different Midwest metro from Frog Holler.
- Melon Distributors / Mountainland Produce: Regional fresh produce distributor serving restaurants and foodservice in the western U.S. Comparable in B2B produce distribution model to chefs and restaurants, though geographically separate.
Broad incumbents
- US Foods: Second-largest U.S. broadline foodservice distributor. Comparable as a large incumbent serving the same restaurant and foodservice customer base, with growing specialty produce capabilities.
- Sysco: Largest U.S. broadline foodservice distributor, including produce as a key category. Comparable as a competitive incumbent operating in the same B2B foodservice market with produce distribution capabilities.
- Shamrock Foods: Family-owned foodservice distributor with strong produce focus serving restaurants across the western and central U.S. Comparable in chef-driven foodservice distribution with produce as a differentiated category.
- Van Eerden Foodservice: Parent company of Frog Holler and a Michigan-based broadline foodservice distributor. Comparable as a foodservice distribution business operating in the same Michigan/Ohio corridor with broader product categories.
Direct peers
- Gordon Food Service: Michigan-headquartered broadline foodservice distributor serving restaurants and food service operators across the Midwest and beyond. Most directly comparable peer given overlapping Michigan footprint, B2B foodservice focus, and produce as a meaningful category.
- Baldor Specialty Foods: Northeast U.S. specialty produce and foodservice distributor serving restaurants with a deep assortment of fresh, specialty, and exotic items. Comparable in chef-driven B2B produce specialization.
- FreshPoint: Sysco-owned specialty produce distributor serving restaurants and foodservice operators across North America. Direct comparable given restaurant-focused specialty produce distribution model with emphasis on fresh and exotic items.
- Coosemans: Specialty produce importer and distributor serving chefs and restaurants with hard-to-find and exotic produce. Comparable in the specialty/exotic produce niche for foodservice customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Frog Holler social profiles
Digital presenceFrog Holler financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frog Holler leadership team
Management profileNumber of profiles
Profiles1 record
Frog Holler funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frog Holler 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 Frog Holler
What does Frog Holler do?
Frog Holler Produce is a chef-driven B2B wholesale distributor of farm-fresh fruits, vegetables, herbs, microgreens, and specialty/exotic produce, selling to restaurants, chefs, hotels, caterers, and food service businesses across Michigan and northwest Ohio. Orders are placed via mobile app, online platform, phone, or email, with next-day delivery available within the service territory and a $300 minimum wholesale order. The product portfolio also includes complementary sub-brands such as Natalie's fresh squeezed juices and Guernsey Farms Dairy products.
Is Frog Holler a public or private company?
Frog Holler is a private company. It is classified as corporate owned and is currently operating.
When was Frog Holler founded?
Frog Holler was founded in 1970. It employs 11 to 50 people.
Where is Frog Holler based?
Frog Holler is headquartered in Detroit, United States, in the North America region.
How does Frog Holler make money?
One revenue line is on record: wholesale Produce Distribution.
Who are Frog Holler's main competitors?
Regional players on record are Get Fresh Produce and Melon Distributors / Mountainland Produce. Broad incumbents are US Foods, Sysco, Shamrock Foods and Van Eerden Foodservice. Direct peers are Gordon Food Service, Baldor Specialty Foods, FreshPoint and Coosemans.
Does Frog Holler have an API?
No public API is recorded for Frog Holler.
What industry is Frog Holler in?
Frog Holler's product category is Wholesale Produce Distribution. Its primary akta.pro industry code is AFAIACAI, Foodservice / HORECA Produce Wholesale. Its NAICS code is 42448 and its SIC code is 5140.