Simon George & Sons

What Simon George & Sons does

Simon George & Sons is a fourth-generation, family-owned Australian wholesale distributor of premium fresh fruit and vegetables, founded in 1927 and headquartered in Rocklea, Brisbane. The company operates six state-of-the-art warehouses across four states (Adelaide, Brisbane, Cairns, Darwin, Melbourne, Townsville), supplying hotels, restaurants, retailers, institutions, mining sites, sports stadiums and remote Northern Territory operations. Its product portfolio centres on wholesale fresh produce including rare and exotic lines, supplemented by a Ready Cut Produce service processing over 5,000 kilograms daily of custom-cut vegetables (cubed carrots, peeled potatoes, bespoke specifications) that reduces kitchen prep time and food waste for foodservice buyers.

The business is built on a HACCP-compliant temperature-controlled cool chain running from local growers through company warehouses to customer sites, supported by a GPS-equipped refrigerated fleet and centralised ordering platform accessible via a proprietary mobile app (iOS and Android) and web portal at orders.simongeorge.com.au. Customer engagement is reinforced through an annual Seasonal Calendar and a Weekly Market Report newsletter that provide produce availability and market intelligence content. In April 2026 the company extended its product surface through a partnership with InvertiGro and Delaware North, deploying InvertiWall vertical farming at the Mindil Beach Casino Resort and InvertiCube technology at its Winnellie facility to grow hyperlocal herbs, microgreens and edible flowers.

The revenue model is straightforward B2B wholesale: quote-based pricing on fresh produce and ready-cut processing sold through direct delivery, warehouse pickup, and online ordering channels. The company is privately held by the George family under the legal entity Simon George and Sons Pty Ltd (ACN 104 866 284), with current leadership comprising Jack George (CEO), Damien George (Director), Matt George (Group Procurement) and Ben George. Operational scale is supported by 251-500 employees nationally, ASIC audit relief granted in 2025, and first-in-industry Australian Food Pact signatory status with End Food Waste Australia. No external institutional investors, funding rounds, or M&A activity have been disclosed.

Name

Simon George & Sons

Legal name

Simon George and Sons Pty Ltd

Website

https://www.simongeorge.com.au

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

251–500 employees

Short description

Simon George & Sons is a fourth-generation Australian family-owned wholesale distributor of premium fresh fruit and vegetables, operating six warehouses across four states to supply hotels, restaurants, retailers, institutions, mining sites and remote operations with produce, ready-cut processing and technology-enabled ordering.

Ownership category

akta.pro rank

Product category

Wholesale Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Terminal Market / Produce Market Wholesalers (AFAIACAK), Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM), Frozen Fruits & Vegetables Wholesale (AFAIAHAE)

Keywords

• Wholesale fresh produce
• Fruit and vegetable distribution
• Foodservice supply
• Ready-cut produce
• Temperature-controlled logistics

Headquarters

HQ city

Rocklea

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Fresh Produce Distribution: Sale of premium fresh fruit and vegetables to foodservice businesses including hotels, restaurants, retailers, and institutions. Revenue generated through product sales across six Australian locations with direct delivery to customers.
2. Ready-Cut Produce Processing: Custom pre-processing and cutting of produce to client specifications. Processes over 5,000 kilos daily of pre-processed produce including cubed carrots, peeled potatoes, and custom cuts.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Simon George & Sons is a wholesale distributor of premium fresh fruit and vegetables serving the Australian foodservice industry. The company sources produce from local growers across six warehouse locations (Adelaide, Brisbane, Cairns, Darwin, Melbourne, Townsville) and delivers to hotels, restaurants, retailers, and institutions via a temperature-controlled refrigerated fleet. It also offers ready-cut produce processing services (over 5,000 kilos daily) and digital ordering tools including a mobile app and online portal.

Product overview

Simon George & Sons operates as a premium wholesale fruit and vegetable distributor with a single unified offering anchored by wholesale fresh produce (core product) distributed across six Australian locations. The portfolio includes Ready Cut Produce (custom pre-processed vegetables), the SGS Mobile App for ordering and delivery tracking, a Seasonal Calendar for produce availability planning, and Weekly Market Reports for market intelligence. The company also partnered with InvertiGro in 2026 to deploy InvertiCube vertical farming technology at its Winnellie facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Fresh Produce
• Ready Cut Produce
• Hyperlocal Indoor Farming (InvertiCube at Winnellie)

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• InvertiGrocoreStrategic or Co-development Partner · 24 April 2026Partnership with InvertiGro and Delaware North to launch hyperlocal indoor farming initiative at Mindil Beach Casino Resort. Deploys InvertiGro's InvertiWall vertical farming system at the resort's il Piatto restaurant and InvertiCube technology at Simon George & Sons' Winnellie facility. Currently grows herbs, microgreens, and edible flowers, removing climate and seasonal constraints.
• Delaware NorthcoreStrategic or Co-development PartnerPartner in hyperlocal indoor farming initiative at Mindil Beach Casino Resort. Simon George & Sons supplies fresh produce grown on-site at the resort's il Piatto restaurant.
• Australian Food PactminorStrategic or Co-development PartnerFirst in the industry to become signatories to the Australian Food Pact. Collaborative initiative with End Food Waste Australia to tackle food waste through innovative and collaborative strategies.
• End Food Waste AustraliaminorStrategic or Co-development PartnerPartnership championing innovative and collaborative strategies to tackle food waste as part of Australian Food Pact commitment.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Costa Group: ASX-listed vertically integrated horticulture company producing berries, mushrooms, citrus, grapes and tomatoes across Australia. While primarily a grower, it also supplies wholesale and foodservice channels, making it a broad incumbent in Australian fresh produce with comparable customer overlap.
• PFD Food Services: One of Australia's largest foodservice distribution companies, supplying fresh, frozen and dry goods to restaurants, hotels and institutions nationwide. A broad incumbent competitor whose fresh-produce offering overlaps with SGS in shared foodservice accounts.

Direct peers

• Fresh Produce Group: Australian marketer and distributor of fresh fruit and vegetables including berries, grapes and tropical produce supplying retail and foodservice. Comparable national fresh produce distribution profile with an emphasis on premium and exotic lines similar to SGS's positioning.
• Mulgowie Farming Company: Major Australian family-owned vegetable grower and wholesaler (sweet corn, beans, broccoli) supplying major retailers and foodservice. Comparable family-business DNA and national distribution orientation to SGS, though with a stronger grower-led vertical.
• Moraitis Group: Greek-Australian family-owned fresh produce grower, packer and distributor with operations across Australia. Comparable multi-generational family ownership, terminal-market heritage and broad produce range supplied to retail and foodservice.
• One Harvest: Australian fresh produce supplier of salads, vegetables and meal solutions to retail, foodservice and quick-service restaurant chains. Comparable B2B fresh produce distribution model with national reach and value-added processing exposure.
• Perfection Fresh: One of Australia's largest fresh produce growers and distributors, supplying premium fruit and vegetables to retail and foodservice channels nationally. Closest direct competitor to SGS in premium wholesale produce with overlapping customer base in hotels, restaurants and retailers.
• Mitolo Group: South Australian-based family-owned potato and onion packer/distributor supplying Australian retailers and foodservice. Comparable family ownership, terminal-market-adjacent operation and foodservice customer base to Simon George & Sons' Adelaide facility.

Emerging players

• Flavorite: Australian hydroponic greenhouse grower of tomatoes, capsicums and cucumbers supplying major retailers and wholesale channels. Adjacent emerging player in the controlled-environment agriculture space that intersects with SGS's recent InvertiGro vertical-farming push.

Others

• InvertiGro: Australian indoor vertical-farming technology provider whose InvertiWall and InvertiCube systems are deployed in partnership with SGS at the Winnellie facility and Mindil Beach Casino Resort. Not a competitor but a strategic technology partner enabling SGS's controlled-environment agriculture expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/simongeorgeandsons

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Simon George & Sons