Profound Foods

What Profound Foods does

Profound Foods is a privately held, founder-owned (Jeff and Lee Bednar, founded 2014) local food ecosystem headquartered at 163 Fountain Court, Fairview, Texas, operating across the Dallas/Fort Worth metroplex. The company's core business is the 'Dogwood Markets' food hub — an online marketplace that aggregates, markets, distributes, and delivers products from more than 50 local farmers, ranchers, and artisans within a 200-mile radius of Collin County. Buyers include 130+ restaurants and chefs (Tuesday/Thursday delivery in Dallas and Collin counties) and home consumers (Friday delivery across 65+ zip codes or pickup at the Fairview Hub). Producers list availability weekly on the Local Food Marketplace software platform; the company handles marketing, sales, customer service, and logistics on Net 15 payment terms, earning a marketplace take rate.

Underlying technology is thin and largely third-party: the storefront runs on Local Food Marketplace SaaS, which provides vendor accounts, product listings, weekly availability windows, aggregated pick-lists, and customer order management. Historically, Profound Foods also operated Profound Microfarms — a 10-acre controlled-environment hydroponic greenhouse farm in Lucas, TX (plus a 6.8-acre adjacent farm acquired in March 2023) — producing 200+ crop varieties; these farming operations were closed as of May 2025, and greenhouse assets are being sold. Adjacent revenue lines include a commercial kitchen lease at the Fairview HQ, a private event venue, chef experiences, community markets, and ticketed 'barn-raising' farm-to-table dinners.

The business model is a hybrid B2B/B2C marketplace complemented by services revenue (events, kitchen rentals). Pricing is transactional — producers set their own prices, Profound Foods earns a margin on each transaction; home delivery carries a $35 minimum order; event tickets range from $35–$49 per person. The only external capital event is a 2018 USDA Local Food Promotion Program grant; the company has not taken venture or private equity investment. Revenue is not publicly disclosed.

Name

Profound Foods

Legal name

Profound Foods

Website

https://profoundfoods.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Profound Foods (Dogwood Markets) operates a DFW-based local food hub marketplace aggregating 50+ farmers, ranchers, and artisans, serving 130+ restaurants and home consumers across 65+ zip codes, alongside an event venue and commercial kitchen at its Fairview, Texas headquarters.

Ownership category

akta.pro rank

Product category

Food Distribution Services

NAICS

Special Food Services (7223), Food Service Contractors (72231)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

akta.pro secondary industries

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO), Farm-to-Table & Agritourism Dining Experiences (Farm Visits, Harvest Meals) (THAJAGAK)

Keywords

• Local food hub
• Farm-to-table distribution
• Specialty food marketplace
• Restaurant supply service
• Event venue hosting

Headquarters

HQ city

Allen

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Food Hub Aggregation & Distribution: Profound Foods aggregates products from 50+ local farmers, ranchers, and artisans, handling marketing, sales, delivery, logistics, and customer service. Producers deliver to the hub and receive Net 15 payment terms. The company takes a margin on transactions between producers and buyers.
2. Restaurant/Chef Sales: B2B sales to 130+ restaurants in Dallas/Fort Worth area with Tuesday and Thursday delivery schedules. Restaurant customers shop the online marketplace and receive aggregated deliveries.
3. Home Consumer Delivery & Pickup: Direct-to-consumer sales with Friday home delivery in designated zip codes or pickup at the Fairview Hub location. Minimum order of $35 required. Shopping window opens Thursday mornings and closes Wednesday at 11:59 PM.
4. Event Space & Experiences: Revenue from hosting private events, farm tours, barn-raising dinners, wine events, cooking classes, and community markets at the Fairview event space.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

Profound Foods aggregates products from over 50 local farmers, ranchers, and artisans within 200 miles of Collin County, TX and distributes them to restaurants (Tuesday/Thursday delivery to Dallas and Collin counties) and home consumers (Friday delivery across 65+ DFW zip codes or pickup at the Fairview Hub) via an online marketplace. The company also operates a Fairview, TX event venue offering private events, chef-led tasting menus and cooking workshops, community markets, and a barn-raising farm-to-table dinner series, plus a commercial kitchen available for lease to small food producers. Profound Foods previously operated Profound Microfarms, a 10-acre controlled-environment greenhouse farm in Lucas, TX, which closed in May 2025.

Product overview

Profound Foods operates as a multi-faceted local food ecosystem comprising three main segments: (1) a Food Hub (now Dogwood Markets) that aggregates and distributes products from 50+ local farmers, ranchers, and artisans via an online marketplace; (2) a Commercial Kitchen leasing space to food producers; and (3) an Event Venue offering private events, chef experiences, and community markets at their Fairview, TX location. The company previously operated Profound Microfarms, a 10-acre greenhouse farm in Lucas, TX (closed May 2025) and offered farm tours (discontinued June 2025). Their online storefront runs on Local Food Marketplace software, enabling weekly home delivery and restaurant supply operations across the Dallas/Fort Worth metroplex.

Differentiator

Problem solved

Functional benefit

Products and services

• Local Food Marketplace (Food Hub / Dogwood Markets) Online marketplace aggregating and distributing products from 50+ local farmers, ranchers, and artisans within 200 miles of Collin County, TX, serving both restaurants (Tuesday/Thursday delivery to Dallas and Collin counties) and home consumers (Friday delivery across 65+ DFW zip codes or pickup at the Fairview Hub). Profound Foods handles marketing, sales, delivery logistics, and customer service on behalf of producers.
• Private Events (Event Venue)

Quantifiable outcome

• 130 restaurants served by end of 2019
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Local Food MarketplacecoreTechnology or IntegrationSoftware platform provider hosting Profound Foods' online storefront. Platform handles vendor accounts, product listings, availability updates, order aggregation, picklists, and customer management. Each vendor has their own account to manage products and run sales reports.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Goldbelly: Online marketplace for regional and artisanal food purveyors across the U.S. Comparable to Profound Foods' aggregation of 50+ local artisans and producers into a single storefront, though at national scale.
• Crowd Cow: Online marketplace connecting consumers with independent ranchers offering high-quality meat and seafood. Comparable as a curated marketplace for local producers serving direct-to-consumer orders, though specialized in proteins.

Direct peers

• Good Eggs: Online marketplace delivering local groceries, produce, and meal kits from regional farmers and food artisans to homes. Comparable as a B2C/B2B local food marketplace aggregating multiple producers through a single storefront.
• Misfits Market: Online grocer offering produce and pantry items with a focus on affordability and reducing food waste. Comparable to Profound Foods' weekly home delivery and emphasis on preventing farm-level waste.
• Imperfect Foods: Subscription-based online grocer delivering produce and pantry items with a sustainability and local-sourcing angle. Comparable to Profound Foods' home delivery marketplace model, though at materially larger scale.
• GrubMarket: Wholesale food e-commerce and distribution platform connecting farmers and food producers to restaurants, retailers, and consumers. Directly comparable to Profound Foods' food hub aggregation and B2B distribution model.
• Farm Fresh To You: California-based CSA and farm-to-consumer produce delivery service delivering local farm produce directly to homes. Highly comparable to Profound Foods' home delivery arm with a similar subscription/weekly box model and emphasis on local sourcing.

Others

• Local Food Marketplace: SaaS platform powering Profound Foods' storefront, vendor management, and order aggregation. Comparable as the underlying technology infrastructure for food hubs across the U.S. and a key operational partner.

Regional players

• Veritable Vegetable: West Coast organic produce distributor serving restaurants, retailers, and schools with locally sourced produce. Comparable to Profound Foods' restaurant and B2B distribution of local produce, though operating in a different geography.

Broad incumbents

• Sprouts Farmers Market: Specialty grocery chain with strong focus on fresh, natural, and local products. Comparable as a broader incumbent competing for the same farm-to-table customer base and restaurant clientele in the Dallas area.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/profoundfoods
• Facebookfacebook.com/profoundfoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Profound Foods