Fresh Choice

What Fresh Choice does

Fresh Choice Produce is a privately held Canadian wholesale produce distributor headquartered at 18 Divot Drive in Hanwell, New Brunswick, founded circa 1997 and operating for over 25 years. The company supplies fresh fruits and vegetables — ranging from apples to zucchini, plus exotic and organic produce — to institutions, schools and universities, restaurants, independent retailers, and large chain retail locations across Atlantic Canada, primarily New Brunswick and parts of Nova Scotia. The company has expanded its assortment to include dry and grocery items such as rice, dry beans, and seasonings, and runs a community fundraising program supplying produce to local groups.

The business operates a traditional wholesale model with no proprietary technology platform; sales are conducted via toll-free and direct phone lines, with an online ordering portal currently under development. Marketing is limited to educational blog content covering produce varieties, ripening, storage, and food industry trends, alongside organic search and social sharing. The supplier brands visible on the website (e.g., Chiquita, Localatta, Salad Express) represent upstream grower/marketing partners rather than disclosed customers. Pricing is not publicly disclosed; customers contact the sales team directly for quotes, and no tier structure, contracts, or minimum order thresholds are published. The company has no disclosed funding, parent company, subsidiaries, management team, or ownership structure in the public record.

Name

Fresh Choice

Legal name

Fresh Choice Produce

Website

https://freshchoiceproduce.ca

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Fresh Choice Produce is a privately held Atlantic Canada wholesale distributor, founded circa 1997 and based in Hanwell, New Brunswick, supplying fresh fruits, vegetables, exotic and organic produce, and dry grocery items to institutions, schools, restaurants, and retail accounts across New Brunswick and Nova Scotia.

Ownership category

akta.pro rank

Product category

Wholesale Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

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

akta.pro primary industry

Fresh Produce Wholesale Distribution (CRAOAAAC)

akta.pro secondary industries

Fresh Fruit Wholesale (AFAIACAA), Fresh Vegetable Wholesale (AFAIACAB)

Keywords

• Produce wholesale distribution
• Fresh fruit supply
• Fresh vegetable supply
• Institutional foodservice supply
• Grocery wholesale Atlantic Canada

Headquarters

HQ city

Handel

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Produce Distribution: Revenue generated through wholesale distribution of fresh fruits and vegetables to B2B customers including institutions, restaurants, and retail locations. Sales conducted via phone orders and online ordering system.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Fresh Choice Produce is a wholesale produce distribution company that supplies fresh fruits and vegetables (ranging from apples to zucchini), exotic produce, organic produce, and dry/grocery items to institutions, schools, universities, restaurants, and retail locations across the Atlantic Canada region. The company also supports community fundraising efforts by providing produce for sale, and is developing an online ordering platform.

Product overview

Fresh Choice Produce is a produce wholesale company offering a single unified product/service portfolio focused on fresh produce distribution. The core offerings include Fresh Produce Wholesale (fruits and vegetables from apples to zucchini), Exotic Produce, and Dry/Grocery Items (rice, dry beans, seasonings). The company also provides Fundraising Support services and is developing an Online Ordering platform. Seasonal Featured Products rotate throughout the year, including items such as Cranberries, Squash, Pumpkins, Parsnips, Brussel Sprouts, Figs, Oranges, Kumquat, and Onions. The company services the Atlantic region, primarily New Brunswick and parts of Nova Scotia, serving institutions, schools, universities, restaurants, and retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Produce Wholesale Wholesale distribution of an extensive variety of fresh fruits and vegetables (from apples to zucchini) to institutions, schools, universities, restaurants, independent retailers, and large chain retail locations across Atlantic Canada.
• Exotic Produce Wholesale supply of exotic and specialty produce items to meet unique customer requirements beyond standard fresh fruit and vegetable offerings.
• Dry and Grocery Items Wholesale supply of stocked dry and grocery items including rice, dry beans, seasonings, and other pantry staples, complementing the company's fresh produce portfolio.
• Organic Produce Wholesale supply of certified organic produce options for customers whose end consumers demand organic products.
• Fundraising Support Produce supply partnership program for community groups, schools, and organizations to sell fresh produce as a fundraising mechanism for their group needs.
• Online Ordering Customer login portal allowing wholesale buyers to place produce orders digitally. Currently under development.

Quantifiable outcome

• Over 25 years of continuous operation in Atlantic Canada produce wholesale market

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Fresh Direct Produce: An Ontario-based fresh produce distributor serving foodservice and retail customers. Regionally adjacent peer serving Canadian B2B produce customers with a similar full-line and specialty produce model.

Direct peers

• FreshPoint: A specialty fresh produce distributor (a Sysco subsidiary) serving foodservice operators across North America. Directly comparable as a B2B fresh produce wholesaler with broader geographic reach than Fresh Choice Produce.
• Caito Foods Service: A Midwest-based fresh produce and foodservice distributor supplying restaurants, schools, and institutions. Comparable on customer segments (institutions, restaurants, retail) and produce-focused wholesale distribution model.
• Coosemans Worldwide: A specialty fresh produce wholesaler offering exotic and conventional produce to foodservice and retail customers across multiple markets. Directly comparable on specialty/exotic produce assortment and B2B wholesale distribution model.
• Ippolito International: A grower-shipper and wholesale produce distributor supplying retail and foodservice customers across North America. Comparable because it combines growing, packing, and wholesale distribution of fresh vegetables and leafy greens.
• Keany Produce: A Mid-Atlantic produce distributor serving restaurants, schools, and institutions with fresh fruits and vegetables. Comparable B2B wholesale produce model and customer mix, though operating in a different U.S. region.

Broad incumbents

• Sysco: The largest foodservice distribution company in North America. Overlaps with Fresh Choice Produce on institutional and restaurant produce supply but operates at national scale with private label and category management capabilities Fresh Choice lacks.
• Gordon Food Service: One of North America's largest family-operated broadline foodservice distributors. Comparable because it competes for the same institutional, restaurant, and retail foodservice accounts that Fresh Choice Produce serves, but with a much broader category set.

Others

• Loblaw Companies: Canada's largest retailer, operating Atlantic Superstore and wholesale supply through its infrastructure. Adjacent comparable — a major retail buyer of produce in Atlantic Canada that also competes for institutional and foodservice accounts.
• Sobeys (Empire Company): Canada's second-largest grocery retailer (under Empire Company) with strong Atlantic Canada presence through Sobeys, Safeway, and Foodland banners. Comparable as a customer and potential competitive channel for Fresh Choice Produce in the same region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fresh-choice-produce

Revenue estimate

Valuation estimate

Number of profiles

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 Choice