Franky Fresh Food

What Franky Fresh Food does

Franky Fresh Food, legally Franky NV, is a Belgian B2B fresh food distribution company founded in 1954 and headquartered in Wortegem-Petegem. It operates under the 'Huppa fresh food partner' brand platform alongside an affiliated entity, UpFresh NV, based in Oostende. The company supplies more than 12,000 SKUs across nine core categories — charcuterie, cheese, salads, traiteur, tapas & dips, dry foods, bakery, and meat & poultry — with the broader assortment also extending to dairy, beverages, and non-food items. Its primary customers are Belgian foodservice operators and retailers, including butchers, caterers, delicatessens, sandwich shops, and industrial kitchens, served through account-manager relationships and a customer-facing webshop. Next-day delivery is offered five days per week across a domestic Belgian footprint.

The business model is wholesale B2B distribution on a transaction-fee basis. Pricing is quote-based and negotiated through account managers rather than publicly disclosed or self-serve, with promotional campaigns such as SummerDeals2026 (running 6 July to 28 August) distributed via account managers and printed folders/POS materials. The Huppa Webshop functions as a transactional ordering portal for existing customers, providing access to the full assortment and next-day fulfillment; it is not positioned as a self-serve acquisition channel. The go-to-market is sales-led: account managers acquire and manage customer relationships, while the webshop supports reordering. The company is privately held with no disclosed external investors, no funding rounds, no mergers or acquisitions, and no parent company.

The technology surface is intentionally limited: the only disclosed digital asset is the Huppa Webshop ordering portal. No AI, ML, data, or proprietary technology capabilities are mentioned in the source material. Operational scale is indicated by the 251–500 employee range, 12,000+ SKU assortment, 5-day-per-week next-day delivery, and two Belgian depot/office locations (Wortegem-Petegem and Oostende). Corporate identity is consolidated under the Huppa brand with both Franky NV and UpFresh NV operating as distinct Belgian legal entities within the same group structure.

Name

Franky Fresh Food

Legal name

Franky NV

Website

https://franky-quality.be

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

251–500 employees

Short description

Franky Fresh Food (Franky NV, DBA Huppa) is a Belgian B2B fresh food wholesaler, founded 1954, distributing 12,000+ SKUs across charcuterie, cheese, salads, deli, bakery, and meat & poultry to foodservice operators and retailers via account managers and a webshop with next-day delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Wortegem

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Fresh Food Wholesale Distribution: B2B wholesale distribution of fresh and packaged food products including charcuterie, cheese, salads, traiteur, tapas & dips, dry foods, bakery items, and meat & poultry. Revenue generated through product sales to business customers (restaurants, retailers, foodservice operators). Order volume and product mix drive revenue with no explicit subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Franky Fresh Food is a Belgian B2B wholesale distributor of fresh and packaged food products, offering more than 12,000 SKUs across charcuterie, cheese, salads, traiteur (deli), tapas and dips, dry foods, bakery, and meat and poultry categories. The company supplies butchers, caterers, delicatessens, sandwich shops, and industrial kitchens via direct sales, account management, and an online webshop, with next-day delivery five days per week within Belgium.

Product overview

Huppa operates as a fresh food distribution platform offering a unified webshop through which customers can access over 12,000 products across nine product categories: Charcuterie, Cheese, Salads, Traiteur (Deli), Tapas & Dips, Dry Food, Bakery, and Meat & Poultry. The platform also includes dairy, beverages, and non-food items in its broader assortment. Huppa functions as a single integrated offering combining product catalog browsing, online ordering, and delivery services (same-day ordering with next-day delivery, 5 days per week). Franky NV (Franky Fresh Food) is one of the affiliated companies within the Huppa group.

Differentiator

Problem solved

Functional benefit

Products and services

• Huppa Webshop

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• UpFresh NVminorOthersRelated entity under Huppa umbrella. UpFresh NV listed at Zandvoordestraat 370, 8400 Oostende (BE0405.252.241). Shares corporate infrastructure and branding with Franky NV under the Huppa fresh food partner platform. Likely operates as sister company or affiliated distribution entity.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Sysco Corporation: The largest global foodservice distribution operator, serving restaurants, caterers, and institutional kitchens with broad product assortment. Most analogous business model globally, though vastly larger scale and US-centric.
• Bidvest Foodservice: International foodservice distribution platform within the Bidvest group with operations across multiple European geographies. Comparable in product breadth and B2B foodservice target market, though at considerably larger scale.
• Metro AG: German-based international cash & carry and foodservice group operating the METRO/MAKRO banners. Comparable as a multi-category fresh food distributor serving HoReCa customers across Europe, though with substantially broader international footprint.

Direct peers

• Hanos International: Dutch/Benelux cash & carry and foodservice distribution player with very similar product breadth (meat, cheese, salads, bakery) and a B2B foodservice customer profile analogous to Franky/Huppa.
• Sligro Food Group: Dutch foodservice wholesaler combining cash & carry and delivery across Northwest Europe. Most directly comparable as a multi-category fresh food B2B distributor serving restaurants and caterers with overlapping product breadth.
• Brakes Group: UK-based foodservice distribution business (part of Sysco) serving restaurants and caterers with fresh and frozen ranges. Comparable in B2B foodservice customer base and product breadth.

Regional players

• Deli XL: Belgian foodservice distributor focused on HoReCa customers within Belgium. Direct regional competitor to Franky/Huppa with overlapping product categories and B2B foodservice positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/frankyfreshfood

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 Franky Fresh Food