What Servicegrossisten Øst does

Servicegrossisten Øst AS (SG Øst) is a full-range wholesale distributor serving the professional foodservice industry across the Østlandet region of Eastern Norway, operating from its warehouse and headquarters at Drammensveien 185 in Lierskogen (between Drammen and Asker). The company supplies approximately 8,000 stocked SKUs spanning dry goods (tørrvarer), chilled products (kjølevarer), frozen products (frysevarer), fresh fruit and vegetables, beverages including the full Coca-Cola, Ringnes, and Aass brewery portfolios plus wine and spirits, and non-food items, with access to an additional 25,000 items through its supplier network. Customer segments span canteens, restaurants, hotels, fast-food, healthcare institutions, kindergartens, and maritime/offshore catering, served by a fleet of 35 trucks on daily routes with free delivery included.

The company's technology stack centers on an in-house e-commerce ordering portal (nettbutikk at sg.no/login) featuring automatic order splitting for B2B orders, integrated with a Warehouse Management System (WMS) and the Blue Ridge forecasting tool for inventory optimization. Distribution is differentiated by direct producer relationships (Interfrukt and Pan-Banan memberships enable fresh-produce sourcing without intermediaries) and refrigerated capacity built to double the necessary cooling load. SG Øst operates within the Servicegrossistene nationwide chain of 17 local full-range wholesalers, having consolidated its Østlandet position via the 2020-2021 merger of Cater and Måkestad.

The business model is B2B wholesale with negotiated, quote-based pricing (no public tiers), free delivery embedded in the service, and revenue generated through transaction-based product sales. Disclosed revenue exceeds NOK 1 billion (2022), anchored by major framework agreements including Sykehusinnkjøp HF (potential NOK 800M+ for hospital supply), Thon Hotels / Olav Thon Gruppen (NOK 700M framework), ANSKA (NOK 150M), ØRIK (NOK 100M), and Viken Fylkeskommune (NOK 35-40M annually). The go-to-market combines a field sales force of seven representatives, a self-serve e-commerce channel for SMB and recurring customers, and an event-driven presence through the company's own Drammen Mat- og Drikkemesse plus Oslo Matmesse and Østfold Matmesse. Tomas Torvik has been CEO since June 1, 2022, succeeding Bjørn Garder.

Name

Servicegrossisten Øst

Legal name

Servicegrossistene Øst AS

Website

https://sgost.no

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Servicegrossisten Øst is a full-range Norwegian foodservice wholesaler serving canteens, restaurants, hotels, healthcare institutions, and public-sector buyers across Østlandet with ~8,000 SKUs and daily truck delivery from its Lierskogen distribution center.

Ownership category

akta.pro rank

Product category

Foodservice Distribution & Wholesale

NAICS

Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Regional/Local Broadline Foodservice Distributors (AFAIAAAB)

akta.pro secondary industry

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC)

Keywords

• Foodservice wholesale distribution
• B2B grocery supply
• Professional kitchen supply
• Food and beverage wholesale
• Restaurant supply chain

Headquarters

HQ city

Drammen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Food & Beverage Sales: Full-range wholesaler selling food and beverage products to professional foodservice customers (canteens, restaurants, hotels, healthcare facilities, etc.) across Østlandet. Revenue generated through product sales with free delivery included in service.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Servicegrossisten Øst is a full-range food and beverage wholesaler serving the professional foodservice industry (storhusholdning) in Eastern Norway (Østlandet). From its warehouse in Lier, the company distributes approximately 8,000 stocked products plus access to an additional 25,000 items across dry goods, chilled products, frozen products, fruit and vegetables, beverages, and non-food categories. Customers include canteens, cafes, restaurants, fast food operators, hotels, nursing homes, kindergartens, hospitals, and municipalities, served via own-truck daily delivery, e-commerce ordering portal, and a field sales team.

Product overview

Servicegrossisten Øst is a full-range wholesale supplier for the professional food service industry (storhusholdning) in Norway. The company operates from a warehouse facility in Lier and offers approximately 8,000 in-stock products with access to an additional 25,000 items through supplier networks. Their core product portfolio spans six main categories: Tørrvarer (dry goods), Kjølevarer (chilled products), Frysevarer (frozen products), Frukt og Grønt (fruit and vegetables), Drikkevarer (beverages), and Non-food. These categories are complemented by seasonal catalogs including Julemat, Fastfood, Grønn Hverdag, and Fine Foods. The company also provides a digital Nettbutikk (online store) for customer ordering. They serve diverse customer segments including canteens, cafes, restaurants, hotels, nursing homes, and kindergartens across the Østlandet region of Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Tørrvarer (Dry Goods)
• Kjølevarer (Chilled Products)
• Frysevarer (Frozen Products)
• Frukt og Grønt (Fruit and Vegetables)
• Drikkevarer (Beverages)
• Non-food Products
• Nettbutikk (Online Ordering Platform)
• Direct Distribution & Delivery Service

Quantifiable outcome

• Revenue growth from MNOK 90 to over MNOK 1,000 over 13 years (2008-2021)
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered major, core and minor.

• ANSKA (Akershus, Buskerud, Østfold Fylkeskommuner)majorStrategic or Co-development Partner · 27 May 2026Servicegrossisten Øst won ANSKA's competitive tender for framework agreement on colonial goods and fruit & vegetables supply. Contract for 2 years with option for 1+1 year extension. Estimated total value NOK 150 million (NOK 37.5 million annually). SG Øst had held this contract for previous 4 years.
• Sarpsborg kommunecoreStrategic or Co-development Partner · 4 May 2026Renewed framework agreement with Sarpsborg kommune for colonial goods and online grocery supply. SG Øst has held this agreement for the past 8 years.
• ØRIK (Øvre Romerike Innkjøpssamarbeid)majorStrategic or Co-development Partner · 12 April 2026Won framework agreement with ØRIK for colonial goods delivery to municipalities of Eidsvoll, Gjerdrum, Hurdal, Nannestad, Nes, and Ullensaker. Contract 2 years with 1+1 year option. Estimated total value NOK 100 million (NOK 25 million annually). Had previous 4-year agreement.
• Asker kommunecoreStrategic or Co-development Partner · 15 May 2025Won Asker municipality's competitive tender for framework agreement on colonial goods to foodservice. Estimated value NOK 20 million.
• GKI (Grenlandskommunenes Innkjøpsenhet)coreStrategic or Co-development Partner · 29 April 2025Won GKI competitive tender for framework agreement on food supplies to small and medium units. Annual value approximately NOK 17 million. Covers Skien, Porsgrunn, Siljan, Bamble, Kragerø, and Drangedal municipalities.
• ConluocoreStrategic or Co-development Partner · 15 August 2024Signed 4-year contract with Conluo for complete lunch service supplies. Conluo offers complete lunch service from simple canteens to staff restaurants. Partnership supports Conluo's food supply needs.
• Drammen HåndballklubbminorOthers · 1 August 2024Proud sponsor of DHK Handball School 2024. Event collected 260 happy children in Drammenshallen. Collaboration with food suppliers Orkla Foods Norge, Bakelink, Pers Kjøkken AS, and Diplom-Is for food provisioning.
• Thon Hotels / Olav Thon GruppenmajorStrategic or Co-development Partner · 1 July 2024Framework agreement with Thon Hotels and Olav Thon Gruppen for food and beverage distribution. Total framework approximately NOK 700 million. Reflects company's focus on customer-adapted solutions, sustainability, and local identity. Includes sustainability requirements for local, short-traveled food and eco-friendly ingredients.
• EvatcoreStrategic or Co-development Partner · 7 June 2024Signed agreement with Evat, a recognized service and canteen chain. Represents return of a previous customer after positive process on terms and collaboration points. Evat had chosen Systemkjøp as preferred purchasing chain after evaluating alternatives.
• Holmestrand kommuneminorStrategic or Co-development Partner · 1 March 2023Won Holmestrand municipality's tender for online grocery framework agreement. 4-year contract with estimated value NOK 12 million.
• Viken FylkeskommunemajorStrategic or Co-development Partner · 1 August 2022Won public procurement tender for framework agreement on food supplies in categories: Colonial, Fresh fruit & vegetables, Fresh dairy, Coffee, Poultry, Frozen fruit & vegetables, Frozen Fish. Annual value NOK 35-40 million. Agreement for 2 years with 1+1 year option. Covers upper secondary education and canteen operations.
• Sykehusinnkjøp HFmajorStrategic or Co-development Partner · 1 March 2022Extended partnership with Sykehusinnkjøp for hospital food supply across Norway. Potential contract value over NOK 800 million for entire agreement period. All hospitals will continue receiving food from their local wholesaler. Company won on both price criteria and quality assessment.
• Interfrukt og Pan-BanancoreStrategic or Co-development PartnerMembership in Interfrukt and Pan-Banan for fruit and vegetable import collaboration. Enables direct import of produce outside Norwegian season with no middlemen between producers/importers and the company, ensuring optimal quality.
• NHO Reiseliv, Nores, Systemkjøp, RCGcoreChannel Partner/ Reseller/ DistributorHas delivery agreements with NHO Reiseliv, Nores, Systemkjøp, RCG and others. Customers using these chain agreements can choose SG Øst as supplier without further requirements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• METRO AG: METRO AG is a major international cash-and-carry and foodservice distribution incumbent with presence across Europe; while not focused on Norway, it represents the broader strategic template of large-scale foodservice wholesaling that SG Øst operates within.
• NorgesGruppen (MENY / ASKO): NorgesGruppen, through its ASKO and MENY retail arms, serves overlapping Norwegian HoReCa and institutional customers at national scale and competes with SG Øst for both retail-supply and institutional-framework contracts.
• Sysco Corporation: Sysco is the world's largest broadline foodservice distributor, supplying restaurants, healthcare and educational institutions globally — providing the canonical public-market comparable for SG Øst's institutional and HoReCa distribution business model.

Regional players

• Martin & Servera: Martin & Servera is Sweden's leading foodservice wholesaler, distributing groceries and food to restaurants, schools, and public-sector kitchens — a near-identical broadline foodservice model in the adjacent Nordic market.
• Dagrofa Foodservice: Dagrofa Foodservice is a Danish broadline foodservice distributor serving restaurants, hotels and public institutions — the closest Danish analog to Servicegrossisten Øst's regional broadline foodservice model.
• SOK Foodservice (S Group): SOK, the cooperative behind S Group, runs a foodservice and HoReCa distribution arm in Finland that competes for institutional and hospitality food supply — directly analogous to SG Øst's full-range foodservice model.
• Kesko Foodservice: Kesko's foodservice division operates a broadline grocery distribution business in Finland and the Baltics, serving HoReCa and institutional customers in the same way Servicegrossisten Øst does in Norway.

Direct peers

• Asko Norge: Asko is Norway's largest foodservice wholesaler, operating a national broadline distribution model serving hotels, restaurants, catering, and institutional buyers — making it the most direct in-country competitor to Servicegrossisten Øst's full-range foodservice offering.
• Haugen-Gruppen: Haugen-Gruppen is an established Norwegian foodservice and convenience-distribution group serving HoReCa and convenience channels, operating a competing broadline Norwegian distribution model targeting overlapping foodservice customers.
• Servicegrossistene: Servicegrossisten Øst is part of the Servicegrossistene chain of 17 local full-range wholesalers covering all of Norway with combined NOK 3.9 billion turnover. The other regional SG wholesalers (Vest, Sør, Nord, Midt-Norge) operate the same broadline foodservice model in adjacent geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CaterSgOst
• LinkedInlinkedin.com/company/sgost.no

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Servicegrossisten Øst