Gilmours

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.

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

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

• Wholesale foodservice distribution
• Food and beverage wholesale
• B2B grocery supply
• Cash 'n Carry wholesale
• Foodservice supply partner

Headquarters

HQ city

North Shore

HQ country

New Zealand

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Loyalty Rewards: Airpoints for Business and ASB True Rewards programs earn customers loyalty points on purchases, driving customer retention and repeat business.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• JR Wholesale MeatscoreStrategic or Co-development Partner · 1 December 2025Acquired 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 GroupminorGTM or Marketing Partner · 12 August 2025Exhibition 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)coreStrategic or Co-development Partner · 20 January 2025Partnership 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 ConnectioncoreStrategic or Co-development PartnerMarket 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 WholesaleminorOthersSister 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 DeclarationminorOthersGilmours 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

Direct 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

• Xfacebook.com/gilmourswholesale
• YouTubeyoutube.com/channel/UCdKHPU3jo68optJ2YymyvKA/featured
• Facebookfacebook.com/gilmourswholesale
• LinkedInlinkedin.com/company/gilmours-nz
• Instagraminstagram.com/gilmoursnz

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Gilmours