G. Willi-Food

What G. Willi-Food does

G. Willi-Food International Ltd. is a publicly traded Israeli food import, marketing, and distribution company headquartered in Yavne and listed on the Tel Aviv Stock Exchange. The company curates and distributes a portfolio of more than 600 food products sourced from over 200 suppliers across 30+ countries, marketed under proprietary sub-brands such as Willifood, Euro, Valio, Daawat, ItalPizza, AVE-NATUR, Zanetti, Kolios, Muratbey, and El Pastor. It also holds multiple kosher certifications supporting shelf positioning in the Israeli market.

The company sells to a customer base of over 3,000 accounts spanning both B2B and B2C channels, including supermarkets, restaurants, hotels, bakeries, pizzerias, cafes, and minimarkets in Israel and internationally. Distribution is supported by a 20,000 square-meter logistics center with capacity for 19,500 pallets, a fleet of 50 trucks, and an automated warehouse system. The company operates a subsidiary, Goldprowest Ltd., and reaches end consumers directly through a company website, blog, and social media channels on Instagram and Facebook.

The business model is built on importing and distributing branded and proprietary specialty foods at scale across Israel, generating revenue through wholesale margins on a broad SKU assortment. Long-tail distribution across many small and mid-sized accounts diversifies customer risk, while the breadth of supplier relationships and owned brand portfolio provides assortment optionality. The company's strategic emphasis appears to be on extending proprietary brands into health-oriented categories (e.g., AVE-NATUR oat beverages) and on building direct consumer engagement alongside its core wholesale business.

Name

G. Willi-Food

Legal name

G. Willi-Food International Ltd. (ג. ויליפוד אינטרנשיונל בע"מ)

Website

https://willi-food.co.il

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

G. Willi-Food International is an Israeli food import, marketing, and distribution company that sources 600+ products from 200+ suppliers across 30+ countries and sells them to 3,000+ B2B and B2C customers in Israel.

Ownership category

akta.pro rank

Product category

Imported Food Distribution

NAICS

All Other Food Manufacturing (31199)

SIC

Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

Keywords

• Imported food distribution
• Frozen and chilled foods
• Specialty food importer
• Food wholesale distribution
• Private label food brands

Headquarters

HQ city

Yavne

HQ country

Israel

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Food Import and Distribution: Willi-Food generates revenue by importing, marketing, and distributing a portfolio of over 600 food products (dry, frozen, and chilled) sourced from over 200 suppliers across more than 30 countries. Revenue is derived from wholesale distribution to commercial customers (supermarkets, restaurants, hotels, etc.) and retail sales through its website.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

G. Willi-Food is an Israeli food import, marketing, and distribution company that imports, markets, and distributes a portfolio of over 600 dry, frozen, and chilled food products sourced from more than 200 suppliers across over 30 countries. The company sells these products under its own Willifood private-label brand and through exclusive distribution of international brands (Euro, Valio, ItalPizza, Zanetti, Kolios, Muratbey, El Pastor, Completa, Daawat, Pasta Italiana, AVE-NATUR) to over 3,000 commercial food service and retail customers in Israel.

Product overview

G. Willi-Food is a leading food import company in Israel operating as a diversified food import, marketing, and distribution company. The company offers a portfolio of over 600 dry, frozen, and chilled food products across multiple sub-brands. The product portfolio includes the company's own Willifood private label brand alongside internationally-sourced brands: dairy products (Euro, Valio, Zanetti, Kolios), frozen foods (ItalPizza, frozen vegetables, frozen pastries), dry goods (Daawat rice, Pasta Italiana, Completa coffee), Turkish specialties (Sera, Muratbey), Mexican products (El Pastor), and health-oriented items (AVE-NATUR oat beverages). The company serves over 3,000 customers in Israel and worldwide through partnerships with suppliers in over 30 countries and more than 200 leading producers.

Differentiator

Problem solved

Functional benefit

Brands

• Willifood: The company's own brand for various food products including dry goods, snacks, and oils.
• Euro
• Valio
• Daawat
• Manat Hachef
• Sera
• El Pastor
• Golden
• Zanetti
• ItalPizza
• Kolios
• Muratbey
• Completa
• Pasta Italiana

Products and services

• Willifood Private Label Range (ויליפוד)

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Strauss Group: Major Israeli food and beverage company with dairy, coffee, and grocery brands competing in many of the same sub-categories (dairy, coffee) that Willi-Food distributes through sub-brands like Euro, Valio, Kolios, and Completa.
• Tnuva: Israel's largest dairy manufacturer; overlaps with Willi-Food's Euro, Valio, Kolios, El Pastor, and Zanetti dairy sub-brands and represents a key domestic competitor and potential channel partner for imported dairy.
• Performance Food Group: Major U.S. broadline and specialty food distributor with comparable B2B foodservice and retail customer mix and significant distribution infrastructure; useful as a public-market comparator for specialty food distribution economics.
• United Natural Foods (UNFI): North America's largest specialty and natural food distributor serving retailers and foodservice; relevant comparator for specialty/imported grocery distribution scale, multi-temperature logistics, and customer concentration dynamics.
• Osem (Nestlé Israel): One of Israel's largest food manufacturers and brand owners, operating across many of the same grocery categories Willi-Food distributes; relevant incumbent comparable for Israeli food market dynamics and channel relationships.
• Elite Food Industries: Israel's leading confectionery and packaged food brand, overlapping with Willi-Food's snack, confectionery, and grocery categories and serving similar retail and foodservice customers in Israel.
• Sysco Corporation: Largest global broadline food distributor to restaurants, hotels, and foodservice operators; comparable in core B2B foodservice distribution model and logistics scale, though Willi-Food specializes in imported goods.

Direct peers

• Neto Group: Israeli food importer and wholesaler distributing groceries and dry goods to retail and foodservice channels, with the closest comparable product breadth and B2B distribution model in the Israeli market.
• Tiv Taam: Israeli specialty food retailer and importer operating a chain that sources imported kosher and gourmet products domestically and internationally, overlapping with Willi-Food's specialty imported assortment.

Others

• Shufersal: Israel's largest supermarket chain and a key retail customer channel for Willi-Food's imported products, providing useful comparability on Israeli grocery demand and shelf dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/willifood.il
• Instagraminstagram.com/willi_food/?hl=he

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 G. Willi-Food