Gilmours
Gilmours is a New Zealand B2B foodservice wholesaler distributing groceries, produce, butchery, beverages, and consumables to cafes, restaurants, caterers, clubs, and institutions across the North Island via 11 wholesale points and 8 Cash 'n Carry stores, operating as a brand of Foodstuffs North Island Limited.
- Company typePrivate
- Founded1926
- HeadquartersNorth Shore, New Zealand
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Gilmours does
Gilmours is a B2B foodservice wholesaler distributing groceries, fresh produce, butchery, chilled and frozen goods, beverages, confectionery, cleaning supplies, and general merchandise to hospitality businesses, institutions, and organisations across the North Island of New Zealand. Founded in 1926 and rebranded from Toops approximately a decade ago, the company operates as a brand of Foodstuffs North Island Limited under a franchise/Owner Operator structure, with 11 wholesale distribution points and 8 Cash 'n Carry stores spanning Auckland, Tauranga, Hamilton, Hawke's Bay, Palmerston North, and Wellington. Its core technology is the Gilmours Online platform, a cloud-based B2B e-commerce system providing 24/7 ordering, account-specific pricing, standing orders, shopping lists, variable-weight item handling, substitution management, and invoice retrieval, complemented by a Digital Buyer's Guide refreshed every four weeks.
The business monetises primarily through wholesale transaction fees across Cash 'n Carry, online, and phone channels, supplemented by Airpoints for Business and ASB True Rewards loyalty integrations that drive repeat trade and switching cost. Product range is extended through the Fresh Connection produce partnership (600+ items via temperature-controlled delivery) and a Gilmours House Brand private label spanning food, packaging, and cleaning categories. Customers include cafes, restaurants, takeaways, caterers, clubs, not-for-profits, aged care, schools, and convenience retailers, with the School Lunch Collective (Libelle Group NZ, Compass Group NZ) as a named anchor for the government's Ka Ora, Ka Ako healthy school lunches programme.
Gilmours firmographics
Firmographics- Name
- Gilmours
- Legal name
- Foodstuffs North Island Limited
- Website
- https://gilmours.co.nz
- Company type
- Private
- Founded year
- 1926
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Gilmours is a New Zealand B2B foodservice wholesaler distributing groceries, produce, butchery, beverages, and consumables to cafes, restaurants, caterers, clubs, and institutions across the North Island via 11 wholesale points and 8 Cash 'n Carry stores, operating as a brand of Foodstuffs North Island Limited.
- Ownership category
- akta.pro rank
Gilmours industry classification
Industry- Product category
- Wholesale Foodservice Distribution
- NAICS
- All Other Specialty Food Retailers (445298)
- SIC
- Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)
Keywords
Where Gilmours is headquartered
LocationHeadquarters
- HQ city
- North Shore
- HQ country
- New Zealand
- HQ region
- Oceania
Offices9 records
Markets served
Gilmours business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Distribution: B2B wholesale distribution of food and beverage products to foodservice businesses, clubs, not-for-profits, and organizations. Products include butchery, produce, chilled & frozen, grocery, general merchandise, consumables, beverages, and liquor.
- Cash 'n Carry Sales: In-store retail-style shopping at 8 Cash 'n Carry locations across the North Island. Customers browse and select products at affordable pricing, paying at checkout.
- Service Delivery: Online and phone ordering with picked, packed, and delivered service to customers. Orders placed via Gilmours Online or Customer Service Centre with delivery to business addresses.
- Loyalty Rewards: Airpoints for Business and ASB True Rewards programs earn customers loyalty points on purchases, driving customer retention and repeat business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Account-based pricing varies by customer type and order volume |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Gilmours product offering
Product offeringCore offering
Gilmours is a B2B wholesale foodservice distributor in New Zealand, supplying food and beverage products (butchery, produce, chilled & frozen, grocery, beverages, confectionery, cleaning, general merchandise) to foodservice businesses, clubs, not-for-profits and organizations across the North Island. Customers can shop in-store at 8 Cash 'n Carry stores or place 24/7 orders via the Gilmours Online platform for delivery through 11 wholesale distribution points.
Product overview
Gilmours is a wholesale foodservice distributor offering a one-stop-shop platform for business customers across the North Island of New Zealand. The core offering is the Gilmours Online shopping platform (24/7 online ordering with delivery), supplemented by 8 Cash 'n Carry stores for in-store shopping. The product portfolio spans Butchery, Fresh Produce (via Fresh Connection partnership), Chilled & Frozen, Grocery, Beverages (including Liquor), Confectionery, Cleaning & Consumables, and General Merchandise. The Gilmours House Brand private label provides value-focused alternatives across food, packaging, and cleaning categories. Promotional campaigns like Meat Madness provide limited-time bulk pricing on high-demand cuts. The platform integrates with Airpoints and ASB True Rewards loyalty programs to reward business customers.
Differentiator
Problem solved
Functional benefit
Brands
- Gilmours House Brand: House brand offering quality and value for trade customers with a range of food, packaging and cleaning products. The brand has been providing products for over 40 years and recently updated its packaging with new products.
Products and services
- Gilmours Online Wholesale Ordering Platform A cloud-based B2B e-commerce platform that lets foodservice businesses and other wholesale customers place orders around the clock, manage standing orders and shopping lists, track shipments, and view account-specific pricing with variable weight item handling and substitution management.
- Cash 'n Carry In-Store Wholesale Shopping In-person wholesale shopping at 8 Cash 'n Carry locations across the North Island, allowing foodservice operators and other trade customers to browse and self-select grocery, butchery, produce, chilled, frozen, beverage and general merchandise products at affordable wholesale pricing.
- Wholesale Food and Beverage Supply (Service Delivery) Scheduled wholesale delivery of food and beverage products to business customer addresses, with pick, pack, and delivery fulfilled from 11 distribution points across the North Island. Supports variable weight items, substitutions, and special requests for foodservice operators, clubs and institutions.
- Gilmours House Brand Private-label (house brand) range of food, packaging, and cleaning products sold through Gilmours' wholesale channels, providing value-focused alternatives for trade customers across foodservice categories.
Quantifiable outcome
- Deliveries to 300+ businesses across the country during pandemic
- +1 more outcomes
Companies that use Gilmours
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Gilmours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Gilmours partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- JR Wholesale MeatscoreAcquired by Foodstuffs North Island (Gilmours parent) in December 2025. Leading wholesale butchery business strengthening Gilmours' butchery capability. Acquisition supports vertically integrated butchery model with tailored meat cuts, competitive pricing, and reliable supply.
- Exhibit GroupminorExhibition services partner for Fine Foods Show 2025. Collaborated on custom-built stand design for Gilmours' presence at the event.
- School Lunch Collective (Libelle Group NZ, Compass Group NZ)corePartnership for Ka Ora, Ka Ako – Healthy School Lunches Programme. Combined expertise in menu development, sourcing, preparation and delivery of meals to fuel young minds and bodies with whole foods and nourishing meals.
- Fresh ConnectioncoreMarket leading fresh produce partnership with Fresh Connection (100% NZ owned, largest national produce wholesaler with 25+ years experience). Gilmours members can order 600+ produce items including prepared produce through single Gilmours account. Delivered via temperature controlled Fresh Connection trucks. Enables 'one-stop-shop' ordering process for customers.
- Trents WholesaleminorSister company - South Island B2B Foodservice Wholesaler, 100% NZ owned and operated, independently operated subsidiary of Foodstuffs South Island. Represents the counterpart to Gilmours' North Island operations.
- New Zealand Plastic Packaging DeclarationminorGilmours is one of the first retailers in New Zealand to sign up (June 2018) to the NZ Plastic Packaging Declaration, committing to 100% reusable, recyclable or compostable packaging by 2025.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
Gilmours competitors and assessment
Company assessmentDirect peers
- Bidfood New Zealand: Major New Zealand foodservice wholesaler serving cafes, restaurants, and hospitality businesses with broad-range food and beverage distribution; directly competes with Gilmours for the same foodservice customer base across the North Island.
- Trents Wholesale: Sister company under the Foodstuffs umbrella operating the same B2B foodservice wholesale plus Cash 'n Carry model in the South Island; structurally identical business model (wholesale delivery plus retail warehouse stores), making it the closest one-to-one comparable to Gilmours.
Broad incumbents
- US Foods: Major US broadline foodservice distributor serving independent restaurants and hospitality operators with similar product breadth and digital ordering capabilities as Gilmours Online.
- Bidcorp: International foodservice distribution group; comparable model of decentralized national foodservice distributors under one parent, similar in structure to Foodstuffs/Gilmours relationship.
- Metcash: Australian wholesale distributor (IGA, Campbells, Truegrocers) operating on a similar franchise/wholesale hybrid model in a trans-Tasman neighbor market; useful benchmark for ANZ foodservice/wholesale economics.
- Performance Food Group: US-listed broadline foodservice distributor with broad assortment and broad geographic reach; comparable in business model (broadline foodservice, growing via M&A like JR Wholesale Meats) and useful for valuing private foodservice distribution assets.
- Bunzl: Global distribution and wholesale company with broad foodservice and consumables assortment; comparable in scale and category breadth especially given Gilmours' cleaning/consumables/general merchandise lines.
- Woolworths New Zealand: Major NZ supermarket operator (Countdown) competing for retail food spend and increasingly foodservice demand; represents the channel-conflict risk inherent in Gilmours' cooperative parent structure.
- Sysco Corporation: Largest broadline foodservice distributor globally; benchmark for category economics, scale advantage, and private-label strategy that Gilmours is pursuing through its Gilmours House Brand.
Others
- Foodstuffs South Island (New World / PAK'nSAVE): Sister retail banner under the Foodstuffs cooperative parent; not a direct wholesale competitor to Gilmours but shares capital, governance, and supplier relationships, making it a relevant ecosystem peer for understanding Gilmours' cooperative structure and capital allocation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Gilmours social profiles
Digital presenceGilmours compliance and trust
Trust signalCompliance9 records
Gilmours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gilmours leadership team
Management profileNumber of profiles
Profiles8 records
Gilmours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gilmours 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 Gilmours
What does Gilmours do?
Gilmours is a B2B wholesale foodservice distributor in New Zealand, supplying food and beverage products (butchery, produce, chilled & frozen, grocery, beverages, confectionery, cleaning, general merchandise) to foodservice businesses, clubs, not-for-profits and organizations across the North Island. Customers can shop in-store at 8 Cash 'n Carry stores or place 24/7 orders via the Gilmours Online platform for delivery through 11 wholesale distribution points.
Is Gilmours a public or private company?
Gilmours is a private company. It is classified as corporate owned and is currently operating.
When was Gilmours founded?
Gilmours was founded in 1926. It employs 51 to 100 people.
Where is Gilmours based?
Gilmours is headquartered in North Shore, New Zealand, in the Oceania region.
How does Gilmours make money?
Four revenue lines are on record. Wholesale Distribution is the primary driver. The others are cash 'n Carry Sales, service Delivery and loyalty Rewards.
Who are Gilmours's main competitors?
Direct peers on record are Bidfood New Zealand and Trents Wholesale. Broad incumbents are US Foods, Bidcorp, Metcash, Performance Food Group, Bunzl, Woolworths New Zealand and Sysco Corporation. Foodstuffs South Island (New World / PAK'nSAVE) is listed as an others.
Does Gilmours have an API?
No public API is recorded for Gilmours.
What industry is Gilmours in?
Gilmours's product category is Wholesale Foodservice Distribution. Its primary akta.pro industry code is AFAIAAAA, National/Multiregional Broadline Foodservice Distributors. Its NAICS code is 445298 and its SIC code is 5141.