Agroform

What Agroform does

Agroform AG is a privately held Swiss wholesale distributor of fresh fruits, vegetables, and convenience products founded in 1993 and headquartered at the Zürcher Engrosmarkt in Zürich. The company serves B2B gastronomy and hospitality (HoReCa) customers exclusively in the Zürich region of Switzerland, offering an assortment spanning fresh produce, pre-cut fruits and vegetables, ready-made salads, mushrooms (via related entity Agropex AG), herbs, frozen products, specialties, ice cream, and whey products. A core differentiator is its in-house production facility, which produces pre-processed, kitchen-ready, and serve-ready products according to proprietary recipes, with capacity nearly doubled following a 2018-2019 expansion.

The company operates a multi-channel ordering infrastructure including its own proprietary online shop (shop.agroform.ch, launched October 2016), telephone and email ordering, and third-party B2B foodservice platforms Hogashop, Horego, and the Pistor Plus Partner program. Agroform is FSSC 22000 certified (upgraded from ISO 22000 in 2023), holds IP Suisse, BIO, and Suisse Garantie certifications valid through 2026-2028, and operates within a corporate group comprising related entities Agrofresh, Agropex AG, and AGF Immobilien AG. Internal document management is supported by the M-Files platform, implemented in partnership with Faigle Solutions AG in 2018, enabling customers to access daily-updated delivery notes and product descriptions.

The revenue model is B2B transaction-based wholesale distribution with quote-based pricing (net prices excluding VAT, shipping, and packaging, subject to daily market fluctuations). Agroform does not disclose revenue or ownership structure; no venture capital, private equity, or institutional investor involvement is referenced. The company is privately held, founder-managed in appearance, and operates exclusively within Switzerland in the Zürich area.

Name

Agroform

Legal name

Agroform AG

Website

https://agroform.ch

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro industry

PRIMARYAFAIACAI

Foodservice / HORECA Produce Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Produce (Fresh Fruit & Vegetable) Wholesale

Keywords

• Fresh produce wholesale
• Foodservice distribution
• Pre-cut convenience foods
• Fruits and vegetables
• Gastronomy supply

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Fruit and Vegetable Sales: B2B wholesale distribution of fresh fruits, vegetables, convenience products, mushrooms, herbs, dairy products (including whey/molke), frozen products, ice cream, and specialties to gastronomy customers in Switzerland.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Agroform AG is a B2B wholesale distributor of fresh fruits, vegetables, mushrooms, herbs, dairy, frozen products, and in-house produced pre-cut and ready-made convenience foods supplied to gastronomy, hospitality, and HoReCa customers in the Zürich region of Switzerland. The company operates its own production facility for pre-processed kitchen-ready items, sells through an in-house online shop, and distributes via partner platforms including Hogashop, Horego, and Pistor.

Product overview

Agroform AG is a wholesale fruits and vegetables company founded in 1993, serving hospitality customers in the Zurich area of Switzerland. The company operates a B2B e-commerce platform (Online-Shop) and offers a diverse portfolio of fresh produce including fresh fruits and vegetables, mushrooms (via sister company AGROPEX AG), and a comprehensive in-house convenience food production. Their own production capabilities enable them to manufacture ready-made salads, pre-cut fruits and vegetables, and other convenience products. The product range spans 11 categories: fresh produce, pre-cut produce, salads, mushrooms, ready-made convenience foods, herbs, whey, frozen products, specialties, ice cream, and the online ordering platform. Customers can order via the online shop, telephone, email, or through partner platforms (Hogashop, Horego, and Pistor).

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered supporting and core.

• Faigle Solutions AGsupportingTechnology or Integration · 1 January 2018Partnership with Faigle Solutions AG to implement the digital platform 'M-Files' for information management. This system enables employees and customers to access delivery notes and product descriptions anytime, with daily updates, accessible externally.
• HogashopcoreChannel Partner/ Reseller/ DistributorAgroform accepts orders through the Hogashop B2B food service ordering platform, where they open accounts for customers to place orders.
• HoregocoreChannel Partner/ Reseller/ DistributorAgroform accepts orders through the Horego Direct online shop platform for B2B food service customers.
• PistorcoreChannel Partner/ Reseller/ DistributorAs a Pistor Plus Partner, Agroform delivers directly to customers with billing handled through Pistor's service and billing system.
• Agropex AGsupportingOthersRelated company (Champignon & Pilzhaus) specializing in mushrooms. Located at same contact address with separate phone/fax lines. In urgent emergencies, can be reached at emergency number 076 383 23 40.
• AgrofreshsupportingOthersRelated company in the Agroform group of companies specializing in fresh fruits and vegetables.
• AGF Immobilien AGsupportingOthersRelated real estate company associated with the Agroform group.
• Zürcher EngrosmarktsupportingOthersZürich wholesale market where Agroform is located, representing the strategic market location for B2B food distribution in the Zürich area.

Scale indicators2 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Greenyard: European market leader in fresh, frozen, and prepared fruit and vegetables serving retail and foodservice. Overlaps Agroform's convenience/pre-cut produce capabilities at industrial scale, representing both competitive pressure and a potential upstream supply relationship.
• Bell Food Group: Swiss-listed food group serving retail and foodservice with meat, convenience, and produce-related categories. Overlaps with Agroform through convenience foodservice supply and Swiss-wide HoReCa distribution.
• Bonduelle: Global producer and distributor of prepared and fresh vegetables, including cut salads and convenience products for foodservice and retail. Direct overlap with Agroform's pre-cut/convenience production line at a much larger scale.
• Saviva AG: Swiss B2B foodservice wholesaler (formerly Prodega/Growa/Howeg distribution) serving HoReCa with broad-line groceries including fresh produce. A national incumbent directly overlapping Agroform's gastronomy customer base.
• Dole plc (formerly Total Produce): Global fresh produce giant with European operations including fresh fruit and vegetable distribution to foodservice and retail. Comparable as a large-scale fresh produce wholesaler and potential supplier/competitor to regional players like Agroform.
• Transgourmet Schweiz: One of the largest B2B foodservice distributors in Switzerland, owned by Coop. Operates as a broad-line incumbent with national scale and full assortment including produce — competing with Agroform for the same HoReCa customers at greater scale.

Direct peers

• Pistor: Swiss cooperative foodservice distributor serving bakeries, restaurants, and hotels across Switzerland. Directly comparable as a B2B HoReCa wholesaler; notably also an existing Agroform partner (Pistor Plus Partner), making it both competitor and channel.
• Müller + Partner AG: Swiss fresh produce and convenience wholesaler serving gastronomy and retail in German-speaking Switzerland. Closely comparable mid-sized regional specialist competing for the same HoReCa fresh-produce accounts.

Regional players

• Hugentobler Schweizer Weine & Lebensmittel: Swiss specialty foods distributor (wines, deli, gourmet) primarily serving German-speaking Switzerland including the Zürich area. Comparable as a regional B2B foodservice wholesaler competing for the same premium gastronomy accounts.

Others

• SV Group: Swiss foodservice operator and caterer (formerly Schweizer Verpflegungswirtschaft). Adjacent rather than direct: it is a HoReCa customer and occasional procurement partner rather than a wholesale competitor, but shares the same Swiss gastronomy ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/agroform_ag
• LinkedInlinkedin.com/company/agroform-ag

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Agroform