Fresh Avenue Partners

Name

Fresh Avenue Partners

Legal name

Fresh Avenue Partners

Website

https://freshavenue.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Maria

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Produce Sales: Sale of fresh produce through their Green Light Fresh branded line, including commodity, retail, and specialty produce items sourced from West Coast growing regions.
2. Logistics and Consolidation Services: Fee-based services including produce consolidation, delivered programs, LTL freight management, and managed logistics. Services can be fully customized with contracted routes or spot rates.
3. In-Market Support Services: Customer support services including field visits, store visits, business reviews, and ongoing program assessment and customization.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Fresh Avenue Partners is a fresh produce logistics and consolidation company that sources and distributes West Coast grown produce through its Green Light Fresh brand, consolidates produce from multiple growers into optimized truckloads at refrigerated warehouses in Salinas CA, Yuma AZ, Yakima WA, and McAllen TX, and runs delivered programs with established refrigerated lanes to major markets across 32 states. The company wraps these operations in an In-Market Support service that places field representatives at customer sites for business reviews, store visits, troubleshooting, and 24/7/365 shipment management.

Product overview

Fresh Avenue Partners is a fresh produce logistics and consolidation company operating a grow, consolidate, and deliver model. The company offers a unified portfolio of services centered around fresh produce sourcing (Green Light Fresh branded produce line), produce consolidation, delivered programs, and in-market support. Core offerings include their Green Light Fresh sub-brand for West Coast commodity and specialty produce, consolidation services that combine multiple orders into optimized truckloads, full delivered programs with established lanes from growing regions to major markets, LTL shipping services, and dedicated in-market support. The company operates refrigerated warehouses in key growing regions (Salinas CA, Yuma AZ, Yakima WA, McAllen TX) and serves foodservice distributors, restaurant chains, retail produce departments, and growers/shippers/processors.

Differentiator

Problem solved

Functional benefit

Brands

• Green Light Fresh: West Coast grown line of commodity, retail, and specialty produce including cilantro, parsley, green onions, and more

Products and services

• Green Light Fresh A West Coast grown line of commodity, retail, and specialty produce including cilantro, parsley, green onions, and more, sourced from major California and Arizona growing regions and sold under Fresh Avenue's proprietary brand. Designed for enterprise foodservice, restaurant, and retail customers that want consistent West Coast supply.
• Fresh Produce Sourcing Customized produce sourcing service providing commodity, retail, and specialty produce from West Coast growing regions via the company's 100+ grower network, designed for foodservice distributors, restaurant chains, retail produce buyers, and value-add produce customers.
• Produce Consolidation Services Produce consolidation and mixing service that brings produce from multiple growers into combined truckloads, allowing more variety in each load with fewer stops and putting produce on the road faster and fresher for foodservice, restaurant, and retail customers.
• Delivered Programs Fully managed logistics programs with established refrigerated lanes from major growing regions to major markets, providing responsive and reliable produce delivery backed by a dedicated team and 24/7/365 shipment management for enterprise customers.
• LTL (Less Than Truckload) Services Less-than-truckload refrigerated shipping service that allows customers to ship partial loads of produce without filling an entire truck, optimized through Fresh Avenue's consolidation network across 500+ weekly LTL routes to 32 states.
• In-Market Support Signature customer support service including responsive communication, production quality oversight, 24/7/365 shipment management, distributor and store visits, business reviews, and ongoing program optimization and troubleshooting for enterprise produce programs.
• Managed Logistics Comprehensive managed logistics services that handle contracted set routes or spot rates on less-than-truckload or truckload perishable shipments, customizable to customer requirements.
• Value Add Produce and Deli Salads Value-added fresh produce items and deli salads as part of Fresh Avenue's product development offerings for retail produce and deli customers and restaurant operators.

Quantifiable outcome

• $3.5 million in annual savings achieved for a premier US supermarket chain with 500+ locations through consolidation of specialty grower supply chain
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• International Fresh Produce Association (IFPA)coreOthersFresh Avenue is a member of IFPA and attends IFPA conferences. The company is involved in IFPA leadership including the marketing council, demonstrating active engagement in the produce industry's primary trade organization.
• Southeast Produce Council (SEPC)coreOthersFresh Avenue is a member of SEPC and attends SEPC conferences. The company is involved in SEPC leadership including the STEP-UPP program, showing commitment to industry leadership and professional development.
• Green Light FreshflagshipOthersGreen Light Fresh is Fresh Avenue's proprietary West Coast grown produce brand featuring commodity, retail, and specialty produce including cilantro, parsley, green onions, and more. Grown on the West Coast, the brand emphasizes quality and freshness.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FreshPoint: North America's largest specialty foodservice produce distributor and a subsidiary of Sysco. Directly comparable to Fresh Avenue as a produce-focused distributor serving restaurant chains, foodservice operators, and broadline distributors with consolidation and national delivery.
• Tanimura & Antle: West Coast grower-shipper of fresh vegetables and salads with integrated logistics and direct relationships with retail and foodservice customers. Comparable to Fresh Avenue's Green Light Fresh brand in West Coast grown produce with national distribution.
• Mission Produce: Vertically integrated avocado grower-distributor with ripening, packing, and global distribution. Comparable to Fresh Avenue in vertically integrated produce distribution with branded product, cold-chain capability, and foodservice/retail customer mix.
• ProAct: Specialty produce distributor serving foodservice customers across the U.S. with consolidation, sourcing, and delivered programs. Closely mirrors Fresh Avenue's foodservice- and distribution-centric model with similar customer profile.
• Driscoll's: Largest berry marketer in the world with grower network, cold-chain logistics, and direct distribution to retail and foodservice. Comparable to Fresh Avenue in branded fresh produce distribution, grower network model, and national refrigerated reach.
• Robinson Fresh (C.H. Robinson): The produce arm of C.H. Robinson, one of the largest third-party produce sourcing and logistics providers in North America. Comparable to Fresh Avenue in source-based consolidation, retail and foodservice customer base, and national LTL refrigerated reach.
• Lipman Family Farms: Vertically integrated produce grower-distributor supplying tomatoes, vegetables, and specialty produce to retail and foodservice across North America. Comparable to Fresh Avenue as a produce source with its own distribution capabilities targeting the same enterprise customer base.
• Indianapolis Fruit Company: Midwest-based fresh produce distributor and ripener serving retail and foodservice customers with consolidation and ripening capabilities. Comparable to Fresh Avenue in produce distribution to enterprise grocery and restaurant accounts.

Others

• IFCO Systems: Global provider of reusable packaging containers and pooled logistics services for fresh produce. Adjacent peer because it shares the produce cold-chain infrastructure footprint and serves many of the same retail and foodservice customers, though its core offering is pooling rather than produce distribution.

Broad incumbents

• KeHE Distributors: Large broadline specialty foodservice distributor with a meaningful fresh produce segment serving natural and conventional retail and foodservice. Comparable to Fresh Avenue as an enterprise foodservice customer with produce consolidation and national delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thefreshavenue
• YouTubeyoutube.com/@freshavenue129
• Facebookfacebook.com/thefreshavenue
• LinkedInlinkedin.com/company/fresh-avenue
• Instagraminstagram.com/thefreshavenue

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Fresh Avenue Partners