Binner Marketing & Sales

What Binner Marketing & Sales does

Binner Marketing & Sales is a privately held Canadian food brokerage firm headquartered in Winnipeg, Manitoba. Founded in 1985 by J.R. (Rollie) Binner and later led by his son Murray Binner, the company connects food and beverage manufacturers (principals) with foodservice operators, distributors, and retailers across Western Canada — from Thunder Bay, Ontario to British Columbia. As a brokerage, Binner earns revenue through commissions and service fees paid by the manufacturers it represents, providing sales representation, market development, and distribution support in lieu of a direct product or software offering. Its principal roster includes 17+ brands spanning dairy (Gay Lea, Bothwell, Bel, Salerno), proteins (Tyson, Nossack, Brome Lake Duck, High Liner), sauces and specialty (Kikkoman, Bee Maid, TOL Express/Italian Specialty), and frozen categories (Central Smith, CHG/Fresca). End-market coverage extends across healthcare and institutions, hospitality and leisure, restaurants and caterers, retail and convenience, and industrial and government channels.

Operationally, Binner runs a lean ~20-person team of Foodservice professionals, many with 20-45 years of industry experience, including certified chefs and culinary experts. The company has no proprietary technology platform; its competitive basis is relationship capital, regional distribution access, and category expertise rather than software or data assets. As of December 1, 2025, Binner became a division of Surge Foodservice, a national Canadian foodservice network, while retaining the Binner brand and Western Canadian operating identity. This integration extends Binner's effective reach nationally through Surge, while simultaneously marking a generational leadership transition with Brad Elkie assuming the presidency in spring 2025 alongside regional manager promotions for Natalie Sample (MB/SK) and Jared Marsh (AB). The firm is privately held with no disclosed funding rounds, institutional investors, or revenue figures.

Name

Binner Marketing & Sales

Legal name

Binner Marketing & Sales

Website

https://binnermarketing.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Binner Marketing & Sales is a privately held Canadian food brokerage connecting food manufacturers with foodservice operators, distributors, and retailers across Western Canada. Founded in 1985, the ~20-person Winnipeg-based firm became a division of Surge Foodservice in December 2025.

Ownership category

akta.pro rank

Product category

Food Brokerage Services

NAICS

Grocery and Related Product Merchant Wholesalers (4244)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Broadline Foodservice (Multi-Category) Wholesale Distribution (CRAOAAAA)

akta.pro secondary industry

Broadline Foodservice Distribution (CRAOABAA)

Keywords

• Food brokerage services
• Foodservice sales representation
• Food manufacturer representation
• Food distribution brokerage
• Foodservice market development

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Food Brokerage Services: Binner Marketing & Sales operates as a food broker, earning revenue by representing food manufacturers and helping them distribute products through foodservice operators, retailers, and distributors across Western Canada. Revenue is generated through commission or service fees from principals (food manufacturers) for sales representation, market development, and distribution support.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

Binner Marketing & Sales is a Canadian food brokerage firm that represents food and beverage manufacturers (principals) and connects their products with foodservice distributors, operators, and retailers across Western Canada. The company drives distribution and creates demand through relationship-building, sales expertise, new item introductions, and market development support. As a division of Surge Foodservice since December 2025, the firm combines local Western Canadian expertise with national reach.

Product overview

Binner Marketing & Sales is a food brokerage company that does not operate as a technology product or software platform. The company provides food brokerage services including market insights, sales expertise, and hands-on support to connect food manufacturers (principals) with foodservice operators, distributors, and retailers across Western Canada. Their core offering is the brokerage service itself—representing and growing the brands of food product manufacturers through relationship building, distribution expansion, and market demand creation. They represent numerous food brand partners including Bothwell Cheese, Gay Lea, Tyson, High Liner, Kikkoman, Brome Lake Duck, and many others, but these are supplier/vendor partnerships, not product lines of the company itself.

Differentiator

Problem solved

Functional benefit

Products and services

• Food Brokerage and Sales Representation

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

Partnerships

17 partnerships are on record, tiered core and flagship.

• Gay Lea FoodscoreChannel Partner/ Reseller/ DistributorGay Lea products including Whipped Cream, Nordica Cottage Cheese, Sour cream, Butter, Milk, Stirling Butterballs, Medallions, Black River & Ivanhoe Cheese. Also represents Nothing But Dried Cheese snacks.
• Bothwell CheesecoreChannel Partner/ Reseller/ DistributorBlocks, Shreds, Slices, Cubes, Curds. Bothwell - 100% Canadian Milk. Serving MB, SK, AB, BC.
• Paradise Island / GoldstreamcoreChannel Partner/ Reseller/ DistributorGoldstream - All Dairy Products, Shreds, Blocks & Slices. Goldstream - Palm Oil Shreds.
• TOL Express / Italian Specialty ProductscoreChannel Partner/ Reseller/ DistributorBobs Red Mill, Kinnikinnick Gluten free, Walkers Short Bread, Fever Tree Cocktail Mix, Finest Call, RE-AL, San Benedetto, Crodo, Angostura Bitters, Blue Diamond Almond Milk, Cooking wines & Vinegars, Italian Specialty Products, GoVerden Avocado Guacamole, EU Specialty imported Cheese.
• Central SmithcoreChannel Partner/ Reseller/ DistributorIce Cream (11.4L, 4L, thermo cups), Frozen Desserts, No Sugar Ice Cream, Sherbet, Frozen Yogurt, Frozen Bars.
• KikkomancoreChannel Partner/ Reseller/ DistributorAssorted sauces: Soy (Regular, Low Sodium), GF Tamari, Sriracha, Ponzu, Teriyaki, Oyster, Hoisin, Fish Sauce, Orange Sauce, Thai Chili, Panko, Tempura Batter mix. Rice Vinegar, Sesame Seed Oil.
• Verka / Western RicecoreChannel Partner/ Reseller/ DistributorWhite & Brown Rice, Rice Flour, Specialty Rice (Organic, Jasmine, Basmati, Sushi, Arborio, Wild Calrose), Spelt Kernels.
• Tyson FoodscoreChannel Partner/ Reseller/ DistributorJimmy Dean Breakfast Sandwiches, Sausages (Skinless & Patties), Barber Signature Supreme Whole Muscle Stuffed Chicken breast, Fully cooked Toppings, Bacon (Slices & Pieces), Sausage Crumble, Original Philly.
• Nossack Food GroupcoreChannel Partner/ Reseller/ DistributorFine Foods: Toppings, Slab Bacon, Hams, Deli Items, Farmer Sausage, Bratwurst, Beef Jerky, Pepperoni-Salami Sticks. Halal products: Pastrami, Corned Beef, Roast Beef, Beef Toppings, Chicken Loaf. Gourmet Foods: Frozen prepared foods including Scotch Pies, Sausage Rolls, Calzones, Shepard's Pie, Cornish Pasty, Quiches.
• Brome Lake DuckcoreChannel Partner/ Reseller/ DistributorFrozen Duck Breasts, Smoked Duck Breast, Whole Duck, Confit, Rillettes, Ground Duck, Duck Bacon slices and cubes, Drumettes, Legs & Thighs, Sausages, Duck Burger Patties, Retail Duck Products.
• High Liner FoodscoreChannel Partner/ Reseller/ DistributorFish Fillets & Portions - Raw, Breaded, Battered, Shellfish - Shrimp, Lobster, Scallops, Mussels, Clams, Oysters, Appetizers, Specialties. Serving MB, SK.
• StuyverscoreChannel Partner/ Reseller/ DistributorBuns: Brioche Hamburger, Portuguese Bun, Soft Potato, Potato Brioche. Baguette: Demi Filone, Rustic French.
• Bee Maid HoneycoreChannel Partner/ Reseller/ DistributorLiquid Honey (Jug, Squeeze Bottle), L'il Honeys Packets, Hot Honey.
• Bel BrandscoreChannel Partner/ Reseller/ DistributorDairy Products: Laughing Cow, Boursin, Babybel, Kiri. Fruit Products: GoGo Squeez. Plant-Based: Laughing Cow, Boursin, Babybel.
• Surge FoodserviceflagshipStrategic or Co-development PartnerAs of December 1, 2025, Binner Marketing became a division of Surge Foodservice, combining local expertise with national reach. Built in Canada, for Canada, Surge Foodservice brings together trusted team and regional know-how, now strengthened by the power of a unified national network.
• CHG / FrescacoreChannel Partner/ Reseller/ DistributorFrozen Flour & Corn Tortillas, Precut Tortilla Chips.
• SalernocoreChannel Partner/ Reseller/ DistributorMozzarella Blocks & Shreds. Serving MB, SK, AB, BC.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Crossmark: Sales and marketing services firm focused on retail and foodservice channels, representing manufacturers to operators and distributors. Directly comparable as a brokerage competitor, though Crossmark's footprint is North American rather than regional.
• Daymon (now part of Advantage Solutions): Historically a leading private-label and food brokerage firm (now part of Advantage Solutions). Comparable to Binner in manufacturer-representation model and foodservice channel focus.
• Advantage Solutions: Major North American sales and marketing agency serving food, beverage and consumer goods manufacturers across retail and foodservice channels. Comparable to Binner in business model (manufacturer representation, brokerage fees) and customer base, with significantly greater scale and technology investment.
• Acosta Group: One of the largest North American food and consumer goods brokerages, providing sales, marketing and retail services to CPG manufacturers. Directly comparable to Binner as a food broker representing manufacturers to operators and retailers, but at far larger national scale.

Broad incumbents

• Performance Food Group: Large North American foodservice distributor with broad portfolio across convenience, restaurants and institutional channels. Comparable to Binner's customer base (institutions, convenience, restaurants) and to the distributors that Binner's principals sell into.
• Gordon Food Service: One of Canada's largest broadline foodservice distributors serving operators across Western Canada and beyond. Adjacent to Binner's role in connecting principals to operators, and a key channel partner that Binner interacts with daily.
• Sysco: Global broadline foodservice distributor and the dominant channel through which many of Binner's principals (Tyson, High Liner, Kikkoman) reach operators. Comparable as the largest scaled foodservice distribution player influencing broker economics.
• US Foods: Major U.S. broadline foodservice distributor with growing Canadian presence. Comparable to Binner's channel partners; consolidation among distributors like US Foods directly affects the leverage brokers have in pricing and shelf placement.
• Surge Foodservice: National Canadian foodservice sales and marketing network that acquired Binner in December 2025. Operates as a broader foodservice broker/distributor hybrid across Canada, comparable as a parent-level peer with overlapping foodservice channel reach.

Regional players

• Nealanders Foodland: Western Canada-based broadline foodservice distributor serving operators across the Prairies and BC. Directly comparable to the distributors Binner works with and a regional peer in the same Western Canadian foodservice ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Binner Marketing & Sales