What MD Fresh does

MD Fresh is a Sydney-based, family-owned wholesale distributor of fresh fruit and vegetables founded in 2004 by Mouhamad Dib. The company operates from a warehouse at Sydney Markets, the central wholesale hub, enabling it to source produce daily from local Australian growers and deliver to hospitality operators across Sydney six days a week. Its customer base spans restaurants, hotels, clubs, pubs, cafes, aged care facilities, sports teams, and corporate employee wellness programs, served via direct sales, walk-in warehouse purchases, and a Zupply-powered online ordering platform offering next-working-day delivery.

The company's product portfolio is anchored on fresh wholesale produce, with a value-added extension called Slice & Dice that delivers custom-cut, pre-prepared fruit and vegetables to the manufacturing and hospitality industry. Slice & Dice operates from a dedicated HACCP-compliant facility using state-of-the-art processing systems, with the ability to fulfil bespoke cut, size, and shape specifications to chef requirements. MD Fresh also offers nutritional menu planning support through a resident nutritionist, an uncommon value-added service for a produce wholesaler. The business is HACCP-certified and holds a NSW Government Health & Food Authority Food Authority Licence.

Commercially, MD Fresh operates on a quote-based wholesale model with no publicly disclosed pricing. Revenue is generated through one-time purchase transactions on fresh produce and pre-prepared items, supplemented by a digital ordering channel (Zupply). The business is bootstrapped with no institutional funding, no parent company, and no public-market listing. The company also maintains a subsidiary brand, MD Provodores, and has built multi-year relationships with local growers, community charities, and educational institutions (notably a four-year engagement with The Kings School) as part of its brand and sustainability positioning. It was awarded the Fresh Awards Providore of the Year in 2022 and holds a 4.9/5 Google rating from 43 customer reviews.

Name

MD Fresh

Legal name

MD Fresh

Website

https://mdfresh.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

MD Fresh is a Sydney-based, family-owned wholesale distributor of fresh fruit and vegetables, founded in 2004, serving Sydney's hospitality industry, aged care facilities, sports teams, and corporate clients with daily-sourced produce and a custom pre-prepared Slice & Dice range.

Ownership category

akta.pro rank

Product category

Wholesale Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA), Fresh Produce Wholesale Distribution (CRAOAAAC)

Keywords

• Wholesale fresh produce
• Fruit vegetable supply
• Pre-prepared produce
• Hospitality produce delivery
• Fresh food distribution

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Fresh Produce: Wholesale distribution of fresh fruit and vegetables to Sydney's hospitality industry including restaurants, hotels, clubs, pubs, cafes, and aged care facilities. Products are sourced daily from local Australian growers and delivered 6 days a week.
2. Pre-Prepared Produce (Slice & Dice): Value-added pre-cut, custom-shaped fruit and vegetables for the manufacturing and hospitality industry. Provides custom cuts, sizes or shapes to client specifications.
3. Online Ordering Platform: Digital ordering platform powered by Zupply enabling hospitality clients to place orders easily with next working day delivery.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

MD Fresh is a wholesale distributor of fresh fruit and vegetables serving Sydney's hospitality industry, sourcing produce daily from local Australian growers and delivering six days per week. The company also operates Slice & Dice, a value-added division that produces custom-cut, pre-prepared fruits and vegetables to chef specifications in a HACCP-compliant facility, serving manufacturing and hospitality clients.

Product overview

MD Fresh is a family-owned wholesale fresh produce business operating since 2004, servicing Sydney's hospitality industry with two core offerings: fresh fruit and vegetable wholesale supply sourced daily from local Australian growers, and the Slice & Dice pre-prepared produce service. The business operates from Sydney Markets, offering next-day delivery through the Zupply ordering platform. Slice & Dice provides custom-cut, pre-prepared fruits and vegetables using state-of-the-art processing systems, adding value through improved client efficiency and consistency.

Differentiator

Problem solved

Functional benefit

Brands

• Slice & Dice: Pre-prepared, custom-cut fruit and vegetable range serving the hospitality and manufacturing industry, launched as an expansion by MD Fresh.

Products and services

• Fresh Fruit & Vegetables Wholesale Supply Wholesale supply of fresh fruit and vegetables to Sydney's hospitality industry including restaurants, hotels, clubs, pubs, cafes, aged care facilities, and sports teams. Produce is sourced daily from local Australian growers and delivered six days per week with next working day delivery available.
• Slice & Dice Pre-Prepared Produce Pre-prepared, custom-cut fruit and vegetables produced to chef specifications (custom cuts, sizes, and shapes) using state-of-the-art processing systems in a HACCP-compliant facility. Serves manufacturing and hospitality clients requiring consistent, safe, and quality prepared produce.
• Fruit & Vegetable Delivery Service Home and wholesale delivery service delivering fresh produce straight from Sydney Markets to customer doors, with next working day delivery for hospitality clients and online ordering via the Zupply platform.

Quantifiable outcome

• 4.9/5 Google rating based on 43 reviews
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• The Kings SchoolminorStrategic or Co-development PartnerMD Fresh has built strong relationships with local schools. For the last 4 years, The Kings School has allowed MD Fresh to showcase their produce and knowledge to students, teachers and parents, teaching the next generation about hard work, ethics and the importance of a healthy fresh food diet.
• Local Australian GrowerscoreStrategic or Co-development PartnerMD Fresh maintains strong working relationships with local Australian growers. The company sources fresh, seasonal produce directly from these growers and delivers them to clients. Excess produce is returned to farmers for use as cattle feed, supporting sustainable practices.
• Community CharitiesminorOthersMD Fresh supports local charities as part of their commitment to giving back to the community. The company works with local charities to support them and their communities, with their staff delivering fresh offcuts to local growers' cattle regularly.
• Jess Spendlove (Resident Nutritionist)coreStrategic or Co-development PartnerJess Spendlove is the resident nutritionist at MD Fresh, providing nutritional expertise. She is an Advanced Sports Dietitian, Accredited Practicing Dietitian, Co-Founder of Health & Performance Collective, and co-host of My Millennial Health podcast. She helps MD Fresh assist chefs with food planning and creating balanced, seasonal menus.
• ZupplycoreTechnology or IntegrationMD Fresh ordering system is powered by Zupply, enabling online ordering for hospitality clients with next working day delivery capability.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• OneHarvest: Australian fresh produce grower, processor, and supplier serving retail and foodservice channels. Comparable in being a domestic fresh produce supplier with value-added processing capabilities, similar to MD Fresh's wholesale plus Slice & Dice offering.
• Moraitis Group: Long-established Australian fresh produce grower and wholesaler with a national footprint. Direct peer on the integrated grower-wholesaler model that competes with MD Fresh for Sydney hospitality and retail accounts.
• Perfection Fresh: Major Australian-owned fresh produce company supplying fruit and vegetables to retail and foodservice customers nationally. Closest direct peer to MD Fresh given the same fresh produce, Australian, foodservice-adjacent model, though at much larger scale.
• Fresh Produce Group: Australian fresh produce grower and marketer supplying domestic retailers and foodservice operators. Direct peer on the fresh produce distribution and grower relationships dimensions that define MD Fresh's supply model.

Broad incumbents

• Bidfood Australia: Major national broadline foodservice distributor serving hospitality operators across Australia. Competes for Sydney hospitality accounts with a much wider product range, including fresh produce, making it a broad incumbent comparable to MD Fresh's end market.
• Costa Group: ASX-listed largest Australian produce grower-marketer with vertically integrated fresh produce supply across categories. A broad incumbent overlapping with MD Fresh on fresh produce distribution to foodservice and retail, but at vastly greater scale and with a wider portfolio.
• PFD Food Services: One of Australia's largest national foodservice distributors, supplying restaurants, hotels, and hospitality operators across multiple product categories including fresh produce. Broader incumbent that competes for the same Sydney hospitality customers, though fresh produce is only one of many categories.

Emerging players

• Riviera Produce: Independent Sydney/Melbourne fresh produce wholesaler serving hospitality and retail. Smaller, more focused player comparable to MD Fresh in scale and customer mix, representing a head-to-head foodservice fresh produce competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MdsSydneyProvodores
• LinkedInlinkedin.com/company/md-fresh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 MD Fresh