Greenwheat Freekeh

Name

Greenwheat Freekeh

Legal name

Edlyn Foods Pty Ltd

Website

https://greenwheatfreekeh.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Specialty Grain Products

NAICS

Grain and Oilseed Milling (3112)

SIC

Grain Mill Products (2040)

akta.pro industry

PRIMARYAFAKACAK

Dried & Dehydrated Foods Manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Canned, Frozen & Preserved Foods Manufacturing

SECONDARYAFAJABAB

Native Starches & Flours (Corn, Potato, Tapioca, Wheat, Rice)

Agriculture & Food Production/Food Ingredients & Additives/Starches & Hydrocolloids (Modified Starch, Gums, Thickeners)

Keywords

• Freekeh grain
• Specialty grain products
• Foodservice ingredients
• Premium whole grains
• Ancient grain supplier

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. B2B Foodservice Distribution: Products distributed to foodservice businesses through a network of distributors across Australia. Provides consistent, award-winning freekeh products designed for ease of use in commercial kitchens.
2. Retail/E-commerce Sales: Products available through online retail channels including Amazon store and direct distributor relationships for retail consumers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Greenwheat Freekeh manufactures 100% natural Australian freekeh grain, harvested while the grains are still soft, young and green, then parched, roasted and dried to capture peak taste and nutrition. The product line includes Cracked Grain and Wholegrain variants, distributed primarily through foodservice distributors across Australia and via an Amazon retail storefront, serving both professional kitchens and home consumers.

Product overview

Greenwheat Freekeh is a single-product food brand offering premium Australian freekeh grain products. Founded in 1996 in South Australia as Australia's first freekeh producer, the company produces three product variants: Cracked Grain Freekeh, Wholegrain Freekeh, and their core Greenwheat Freekeh product. All products are 100% natural, harvested while grains are soft, young and green, then parched and roasted. The brand operates as part of Edlyn Foods portfolio, with products distributed through foodservice channels and distributors. The company has won multiple gold medals at the Australian Food Awards within the Grain or Legume category.

Differentiator

Problem solved

Functional benefit

Brands

• Cracked Grain Freekeh: Cracked grain variety of the award-winning Greenwheat Freekeh product line.
• Wholegrain Freekeh

Products and services

• Greenwheat Freekeh 100% natural Australian freekeh grain harvested while grains are still soft, young and green, then parched and roasted. Award-winning product recognized for high fibre (up to four times that of brown rice), high protein content, low GI, and prebiotic properties. Sold to foodservice professionals via Australian distributors and to retail consumers through the Amazon online store.
• Cracked Grain Freekeh Cracked variety of Greenwheat Freekeh grain, offering a different texture profile for culinary applications such as soups, salads, risottos and pilafs. Part of the full product range.
• Wholegrain Freekeh Whole grain variety of Greenwheat Freekeh offering intact grain texture for various culinary uses including soups, salads, risottos, pilafs and puddings. 100% natural with no additives or preservatives and free from GMO.

Quantifiable outcome

• Contains up to four times the fibre of brown rice
• +1 more outcomes

Named customers1 record

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

Partnerships

One partnership is on record.

• Edlyn FoodscoreOEM/ Whitelabel/ Licensing PartnerEdlyn Foods is the parent company of Greenwheat Freekeh, providing corporate branding, distribution infrastructure, and operational support. Greenwheat Freekeh operates as a brand under the Edlyn Foods portfolio of food brands.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Manildra Group: Australia's largest flour miller and a major grain/food manufacturer with branded specialty products. Comparable as an Australian flour/grain manufacturer with broad foodservice and industrial reach, providing scale-benchmark reference.
• Kellogg's Australia: Major breakfast cereal and grain-based snack manufacturer with significant Australian foodservice and retail presence. Comparable as a broad grain-based incumbent competing for the same breakfast and snacking occasions targeted by freekeh dishes.
• Cargill: Global agricultural and food ingredient company with grain origination, milling, and specialty food ingredient operations. Relevant as a broad incumbent whose grain ingredient business competes for similar foodservice and ingredient customers.
• GrainCorp: Australia's largest grain aggregator and processor with broad commodity grain operations. Relevant as an Australian grain-industry incumbent against whose commodity backdrop Greenwheat Freekeh competes as a specialty value-added brand.
• SunRice: Leading Australian rice and grain food company with branded retail and foodservice products. Comparable as an Australian incumbent in branded grain-based foods with similar foodservice and retail channels.

Direct peers

• Bob's Red Mill: US-based manufacturer of whole grains, ancient grains, and specialty flours sold through foodservice and retail. Directly comparable as a branded specialty-grain manufacturer targeting health-conscious consumers and culinary professionals with similar nutritional positioning.
• Nature's Path: Organic breakfast cereal and grain-based food manufacturer with strong natural/organic positioning. Comparable as an organic, non-GMO specialty grain brand distributed through health-food and grocery channels.
• Lotus Foods: Specialty rice and grain company marketing nutrient-dense, sustainably grown grains to health-conscious consumers. Comparable positioning around heritage/specialty grains with a premium, nutritionally differentiated brand.
• TruRoots: Brand focused on ancient grains and sprouted grain products (quinoa, chia, amaranth, mung beans) sold in retail grocery. Direct peer in the branded ancient-grain category competing for similar shelf space and consumer attention.

Regional players

• Flahavan's: Irish heritage oat and grain-based food manufacturer with strong foodservice presence in the UK/Ireland. Comparable as a heritage, single-category grain brand leveraging foodservice and award credentials, though geographically distinct from the Australian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/edlynfoods/videos
• Facebookfacebook.com/edlynfoods
• LinkedInlinkedin.com/company/edlyn-foods-p-l
• Instagraminstagram.com/edlyn_foods/?hl=en
• Xx.com/GW_Freekeh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Greenwheat Freekeh