Augusta Fruit Market

What Augusta Fruit Market does

Augusta Fruit Market Ltd. is a Toronto-based wholesale and retail produce distributor founded in the mid-1930s and headquartered at 65 Nassau Street in the historic Kensington Market neighborhood. The company serves fine dining establishments across the Greater Toronto Area as its primary business, while also maintaining a retail storefront at its original location for walk-in consumers. Its operations are owner-led by Joe Amaro, who functions as both Owner and Produce Buyer, and the business operates with a lean team of approximately 7 employees.

The company stocks over 500 fresh products organized into categories including fruits, vegetables, lettuce and greens, Pacific Rim and tropical specialty items, squash/roots/tubers, alliums, herbs, mushrooms, eggs and dairy, and an additional 300 grocery items spanning dry goods, oils, vinegars, baking supplies, and condiments. Joe Amaro sources from the Ontario Food Terminal and imports specialty items through a network of specialty purveyors to fulfill hard-to-find ingredient requests from chefs. Customer-facing technology is limited to a third-party NowCommerce-based online portal that supports 24-hour order placement, invoice viewing, credit access, and payment management; the company discloses no proprietary technology, APIs, mobile applications, or AI/ML capabilities.

Augusta Fruit Market runs a hybrid B2B and B2C revenue model. The B2B wholesale segment generates revenue through bulk produce supply to restaurants and dining establishments, supported by a delivery fleet operating 13 hours daily, 363 days per year. Pricing is not publicly disclosed and is handled through direct contact with the business. The B2C retail segment sells produce to walk-in customers at the original Kensington Market storefront. Marketing is conducted primarily through organic social media on Instagram and Twitter. The company is privately held with no disclosed institutional investors, parent company, or external funding.

Name

Augusta Fruit Market

Legal name

Augusta Fruit Market Ltd.

Website

https://augustafruit.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

1–10 employees

Short description

Toronto-based wholesale and retail produce distributor founded in the 1930s in Kensington Market, serving fine dining establishments across the Greater Toronto Area with 500+ fresh products and daily delivery, while maintaining its original retail storefront.

Ownership category

akta.pro rank

Product category

Wholesale Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fruit and Vegetable Retailers (445230)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

akta.pro secondary industry

Fresh Fruit Wholesale (AFAIACAA)

Keywords

• Wholesale produce supply
• Fresh fruit distribution
• Specialty ingredient sourcing
• Restaurant produce delivery
• Retail grocery produce

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Produce and Grocery Sales: Wholesale and retail sale of fresh produce, fruits, vegetables, herbs, dairy products, and dry goods to dining establishments and retail customers. The company stocks over 500 fresh products and 300 grocery items.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Augusta Fruit Market is a wholesale and retail fresh produce distributor headquartered in Toronto's historic Kensington Market. The company supplies over 500 fresh produce items and 300 grocery items, sourced from the Ontario Food Terminal and specialty purveyors, to fine dining establishments via its own delivery fleet while maintaining a retail storefront for walk-in customers. Orders can be placed 24 hours a day through an online portal, voicemail, email, or fax, with delivery service running 13 hours daily, 363 days per year.

Product overview

Augusta Fruit Market is a diversified produce wholesale and retail business serving dining establishments and the retail public throughout Toronto and surrounding areas. The company operates as a single unified business offering two service channels: wholesale bulk produce supply to restaurants and retail sales at their Kensington Market location. Their product portfolio encompasses over 500 fresh products organized into major categories including Fruits (tree fruits, berries, citrus, melons, tropical), Vegetables (conventional, peppers, tomatoes), Lettuce & Greens (including micro greens), Pacific Rim & Tropical specialty produce, Squash/Root/Tubers, Allium, Herbs, Mushrooms, Eggs & Dairy, and Grocery Items (dry goods, vinegars, baking goods, sauces, oils, condiments, legumes, grains, nuts, dried foods). The company also provides a customer online portal for order management and account access.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Produce Supply Bulk fresh produce and grocery supply service for fine dining establishments in Toronto and surrounding areas, offering over 500 fresh products and 300 grocery items with delivery 363 days a year. Orders are accepted 24 hours a day via online portal, voicemail, email, or fax.
• Retail Produce Sales Walk-in retail sales of fresh fruits, vegetables, herbs, dairy, eggs, and grocery items to the general public at the original Kensington Market storefront. Retail desk open Monday-Saturday 7AM-5PM and Sunday 8AM-3PM.
• Dependable Delivery Service Proprietary delivery fleet running 13 hours a day, 363 days per year to keep wholesale customers stocked with fresh produce across the Toronto area.
• Fruits Fresh fruit category offering tree fruits (apples, pears, peaches, plums, cherries), berries (blueberries, strawberries, raspberries), citrus (oranges, lemons, grapefruits, limes), melons, grapes, and Pacific Rim & tropical fruits (mangos, papayas, lychee, passionfruit).
• Vegetables Fresh vegetable offerings including conventional vegetables (broccoli, cauliflower, asparagus, corn, cucumbers), peppers (bell peppers, jalapeno, habanero), and tomatoes (heirloom, cherry, vine).
• Lettuce & Greens Leafy greens and salad vegetables including lettuces (romaine, iceberg, butterhead), micro greens, arugula, kale, spinach, Swiss chard, and watercress.
• Pacific Rim & Tropical Produce Specialty produce from Pacific and tropical regions including fruits (mangos, papayas, lychee, dragon fruit) and vegetables (bok choy, lemongrass, galangal, turmeric).
• Squash, Roots & Tubers Root vegetables and squash varieties including potatoes, sweet potatoes, yams, beets, carrots, turnips, parsnips, jicama, and various squash types (butternut, spaghetti, acorn).
• Allium Onion family vegetables including garlic, leeks, shallots, scallions, and various onion varieties (red, white, Spanish, Vidalia, cipollini).
• Herbs Fresh culinary herbs and edible flowers including basil, cilantro, dill, mint, rosemary, thyme, tarragon, and specialty items like lavender and lemon verbena.
• Mushrooms Fresh and specialty mushrooms including common varieties (button, cremini, portobello, shiitake) and exotic types (chanterelles, morel, black trumpet, lobster, king oyster).
• Eggs & Dairy Dairy products and eggs including various cream types, milk (1%, 2%, homo), butter, buttermilk, sour cream, yogurt, eggs, goat cheese, and tofu.
• Grocery Items Dry goods and pantry staples including general grocery items, vinegars and cooking wines, baking goods and spices, sauces, oils and condiments, legumes, grains, nuts, seeds and dried foods.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Antonio's Fruit & Produce: Toronto-area wholesale produce supplier serving restaurants and foodservice customers. Comparable in product mix, customer base, and local delivery operation.
• The Kitchen Garden: Ontario-based wholesale distributor specializing in fresh produce and specialty ingredients for chefs and restaurants. Comparable customer base (high-end chefs) and emphasis on hard-to-find/specialty sourcing.
• 100km Foods: Toronto-based local-food distributor supplying restaurants with Ontario-sourced produce and specialty ingredients. Comparable B2B restaurant focus and curated/specialty positioning.
• N&N Fruit Market: Toronto-based wholesale produce distributor serving restaurants and foodservice operators. Directly comparable to Augusta in terms of product mix, B2B restaurant customer base, and Greater Toronto Area delivery model.
• Fresh Direct Produce: GTA-based fresh produce distributor serving restaurants and foodservice. Comparable in product breadth, target customer (chefs/restaurants), and local delivery footprint.

Regional players

• Provincial Fruit Co. Ontario-based fresh produce wholesaler operating from the Ontario Food Terminal serving retail and foodservice customers. Comparable product mix and terminal-market sourcing model, with overlap in GTA distribution.

Broad incumbents

• Gambino Foods: Canadian foodservice distributor supplying restaurants and hospitality across Ontario. Competes with Augusta on produce supply to restaurants but offers broader categories and larger scale.
• Sysco Canada: Largest North American broadline foodservice distributor, including fresh produce, serving restaurants across Canada. Overlaps with Augusta on restaurant produce supply but operates at national scale across full food categories.
• Gordon Food Service: Major broadline foodservice distributor in Canada serving restaurants, including fresh produce. Competes with Augusta for restaurant accounts but with much broader assortment and national footprint.
• Flanagan Foodservice: Canadian family-owned broadline foodservice distributor serving Ontario restaurants and institutions. Comparable restaurant customer base but with much broader product categories and larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/AugustaFruit
• Instagraminstagram.com/augustafruit
• LinkedInlinkedin.com/company/augusta-fruit-market

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 Augusta Fruit Market