Prima frugt

What Prima frugt does

Prima frugt is a Danish distributor of fresh fruit and vegetables headquartered in Ishøj, Denmark. Its name translates literally to "first fruit" in Danish, and it operates as a specialty fresh-produce subsidiary inside the Dagrofa Foodservice group (parent entity Dagrofa Foodservice A/S, CVR 27626904), where it sits alongside other category-specific sister companies including Catering Engros, Dagrofa S-Engros, HKI Ost, Strandby Fisk, Grambogård, Grøn Fokus, and KødGrossisten. The company has between 11 and 50 employees and operates as a for-profit, privately held entity with no publicly disclosed funding or valuation.

Prima frugt's core offering is the supply of fresh seasonal and convenience fruit and vegetable products to professional foodservice kitchens across Denmark. The company does not operate an independent storefront or standalone distribution channel; instead, its products are sold exclusively through the Dagrofa Foodservice distribution infrastructure, primarily the group's webshop (webshop.dagrofafoodservice.dk) and the associated Cash & Carry wholesale outlet (dgfs-butik.dk). Dagrofa Foodservice also actively promotes a "Danmark dejligst" local-producer sourcing filter and recurring seasonal "Frugt & Grønt i sæson" (Fruit & Vegetables in Season) catalogs and editorial content, which serve as merchandising vehicles for Prima frugt's category.

No pricing is publicly disclosed; transactions appear to be quote-based for B2B foodservice customers. No proprietary technology, AI/ML capability, patents, certifications, named customer logos, management team details, or M&A activity is disclosed in the available source data for Prima frugt as a standalone entity. Its strategic direction, product line extensions (notably a convenience fruit & vegetable range), and go-to-market are managed at the Dagrofa Foodservice group level rather than independently.

Name

Prima frugt

Website

https://primafrugt.dk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Prima frugt is a Danish specialty distributor of fresh fruit and vegetables, operating as a subsidiary of Dagrofa Foodservice A/S and serving professional foodservice kitchens across Denmark through the parent group's webshop and Cash & Carry distribution network.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Fresh produce distribution
• Fruit and vegetables
• Foodservice wholesale
• Fresh fruit supplier
• Danish produce distribution

Headquarters

HQ city

Ishøj

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Distribution channels1 record

Marketing channels1 record

Core offering

Prima frugt distributes fresh fruit and vegetables to professional foodservice kitchens in Denmark. Operating as a Danish-language specialist subsidiary within the Dagrofa Foodservice group, it supplies fresh, seasonal produce to restaurants, hotels, canteens, and caterers through Dagrofa Foodservice's webshop and nationwide distribution network.

Product overview

Prima frugt is a subsidiary within the Dagrofa Group, specializing in fresh produce. Based on its name (literal translation: "first fruit" in Danish), the company appears to focus on fresh fruit and related fresh produce offerings. The available source data does not contain detailed product documentation, specific product listings, or comprehensive service descriptions for Prima frugt.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh fruit and vegetables supply (Frugt og grønt engros) Wholesale supply of fresh fruit and vegetables to professional Danish foodservice kitchens (restaurants, hotels, canteens, caterers), ordered through the Dagrofa Foodservice webshop and distribution network. Includes seasonal local Danish produce under the 'Danmark dejligst' label.
• Convenience fruit and vegetables (Convenience frugt & grønt) Pre-prepared, time-saving fresh fruit and vegetable products for professional kitchens, designed to reduce kitchen prep time while maintaining quality.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Greenyard: Large European fresh, frozen, and prepared produce supplier with deep foodservice and retail reach. Comparable as a broad incumbent in the same product category.
• Fresh Del Monte Produce: Global vertically integrated producer and distributor of fresh fruit and vegetables. Comparable as a broad incumbent in fresh-produce distribution to foodservice customers.
• Total Produce / Dole plc: International fresh-produce grower-distributor serving retail and foodservice globally. Comparable as a broad incumbent, particularly on foodservice produce distribution.
• Bonduelle: European leader in fresh and processed vegetables, including foodservice channels. Comparable on category overlap and foodservice orientation.

Regional players

• Servicegrossistene: Norwegian foodservice wholesaler supplying restaurants, canteens, and institutional kitchens with broad assortment including fresh produce. Comparable in foodservice distribution model and Nordic geography.
• Martin & Servera: Swedish foodservice distributor with strong fresh-produce assortment. Comparable as a Nordic foodservice produce distributor, though operating in a different national market.

Others

• Aarhus Slagtehus / DKS: Danish meat/produce supplier to HORECA. Comparable as a Danish specialty foodservice supplier operating under similar customer dynamics.

Direct peers

• GASA Nord Grønt: Danish cooperative wholesaler of fresh fruit and vegetables supplying retail and foodservice. Directly comparable to Prima frugt in core category, customer type, and Nordic geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/prima-frugt-a-s

Revenue estimate

Valuation estimate

Number of profiles

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 Prima frugt