What Engrosfrukt AS does

Engrosfrukt AS is a Norwegian B2B wholesale distributor of fresh fruit, vegetables, and adjacent grocery categories, founded in 2007 by a group of farmers from the Innlandet region. The company serves the HoReCa segment — hotels, restaurants, and catering operators — across Norway through its own distribution locations and a partner wholesale network, with operations centered at Langhus and corporate registration in Gamle Oslo. The product portfolio has expanded beyond core fresh produce to include meat, fish, dairy, and dry goods, addressing the broader fresh-and-dry grocery basket of professional kitchens.

The business model combines dedicated sales consultants who manage HoReCa customer relationships with a B2B online store for digital ordering, supporting both high-touch account management and self-serve procurement. The company operates a sub-brand, Gofrukt, which delivers workplace fruit subscriptions to Norwegian employers on a recurring basis, opening a complementary B2B recurring-revenue stream. Geographic expansion has extended into Sweden via the Engrosfrukt Sverige subsidiary, replicating the wholesale model across the Nordic border.

On the sustainability front, Engrosfrukt has obtained Miljøfyrtårn (Eco-Lighthouse) certification and validated greenhouse gas reduction targets through the Science Based Targets initiative (SBTi), while complying with Norway's Transparency Act (Åpenhetsloven). The company is privately held with 26 employees and no disclosed external funding, operating as a focused mid-sized niche distributor in the Norwegian fresh-produce value chain.

Name

Engrosfrukt AS

Legal name

Engrosfrukt AS

Website

https://engrosfrukt.no

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Engrosfrukt AS is a Norwegian B2B wholesale distributor founded in 2007 that supplies fresh fruit, vegetables, and adjacent groceries to hotels, restaurants, and caterers nationwide, with operations also extended to Sweden.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

akta.pro secondary industries

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI), DTC Perishable Subscription Delivery (Meat/Seafood/Produce/Dairy) (AFAIAMAF), Frozen Prepared Meals & Entrées Wholesale (AFAIAHAG)

Keywords

• Fresh produce wholesale
• Foodservice distribution
• HoReCa supply
• Norwegian grocery wholesale
• Fruit vegetable distribution

Headquarters

HQ city

Langhus

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fresh produce and grocery wholesale: Engrosfrukt operates as a wholesale distributor of fresh fruit, vegetables, berries, and related grocery products to the HoReCa market. They sell a wide range of products including fresh, processed, frozen, and organic options. Revenue is generated through product sales to business customers with no specific pricing publicly disclosed.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Engrosfrukt AS is a nationwide Norwegian B2B wholesale distributor of fresh fruit, vegetables, berries, and related grocery products (dairy, eggs, meat/fish, dry goods, beverages) primarily serving the HoReCa (hotel, restaurant, catering) market. The company combines a proprietary B2B e-commerce ordering platform with physical branch locations and partner wholesalers across Norway, offering both fresh and processed (cut, peeled, sous vide) products as well as workplace fruit subscription services under its Gofrukt sub-brand.

Product overview

Engrosfrukt AS is a nationwide Norwegian B2B wholesale supplier of fresh fruit, vegetables, and related food products primarily serving the HoReCa (hotel, restaurant, catering) market. The company operates an integrated offering combining an online store platform (nettbutikk) with physical branch locations across Norway (Langhus, Sandefjord, Måkestad). The product portfolio centers on fresh produce (vegetables, fruits, berries) supplemented by processed products (cut, peeled, sous vide), dairy, eggs, meat/fish, dry goods, and beverages. A related sub-brand called Gofrukt offers workplace fruit subscription services. The online store enables B2B customers to place orders, manage standing orders (fastordre), create shopping lists, and receive SMS delivery notifications.

Differentiator

Problem solved

Functional benefit

Brands

• Gofrukt: Workplace fruit subscription service consisting of several work market companies offering fruit baskets in various sizes with high-quality produce. Available at www.gofrukt.no

Products and services

• Engrosfrukt Nettbutikk (B2B Online Store)

Quantifiable outcome

• 55% reduction in absolute scope 1 and 2 emissions by 2030

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

Partnerships

Nine partnerships are on record, tiered core and minor.

• GofruktcoreChannel Partner/ Reseller/ DistributorGofrukt is a workplace fruit subscription service consisting of multiple work market companies. Engrosfrukt supplies products to Gofrukt for their workplace fruit delivery service. Gofrukt offers fruit baskets of various sizes to offices and workplaces throughout Norway.
• Engrosfrukt SverigecoreStrategic or Co-development PartnerSwedish subsidiary of Engrosfrukt, extending the company's operations to Sweden. Engrosfrukt describes itself as serving the HoReCa market in both Norway and Sweden.
• Huseby GårdminorOthersNorwegian producer/supplier partner based in Lier. Listed as one of Engrosfrukt's producers and farmers.
• Elstøen GartneriminorOthersNorwegian producer/supplier partner based in Røyse. Listed as one of Engrosfrukt's producers and farmers.
• Hveem NordøstreminorOthersNorwegian potato producer based on Toten. Listed as one of Engrosfrukt's producers and farmers. Historical significance as one of the founding farmer groups.
• Røros MeierietminorOthersOrganic dairy producer from Røros area. Featured in promotional campaigns with Engrosfrukt. Products include milk, cheese, butter, and other dairy products made from organic ingredients.
• Flemming EggminorOthersNorwegian egg producer based in Vestfold. Listed as one of Engrosfrukt's producers.
• Grøndalen GårdsmeieriminorOthersNorwegian farm dairy producer based in Nes. Listed as one of Engrosfrukt's producers.
• The Farm SocietyminorOthersProducer/supplier partner. Listed as one of Engrosfrukt's producers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Menigo Foodservice: Menigo is one of Sweden's largest independent HoReCa-focused wholesalers, supplying fresh, frozen and dry goods to restaurants and catering operators. Like Engrosfrukt it combines broad assortment, fresh-produce focus, and online ordering for professional kitchens.
• Bama Gruppen: Bama is Norway's largest distributor of fresh fruit, vegetables and flowers and the dominant HoReCa produce wholesaler in the Norwegian market. Engrosfrukt explicitly positions itself as a challenger that captured 'a significant portion of the HoReCa market' from incumbents, making Bama its most direct competitor.
• Martin & Servera: Martin & Servera is Sweden's leading HoReCa-focused food and beverage wholesaler, serving restaurants, hotels and catering across Sweden. It is the most direct analogue to Engrosfrukt's Swedish operations and HoReCa-only business model.

Broad incumbents

• Greenyard: Greenyard is a large European fresh, frozen and prepared produce supplier serving retail and foodservice across multiple countries. It represents the kind of scaled, multi-country fresh-produce competitor that Engrosfrukt would face as it looks beyond Norway.
• ASKO (NorgesGruppen): ASKO is NorgesGruppen's wholesale and logistics arm, distributing groceries, fresh and frozen food across Norway to retail and HoReCa. It is much larger than Engrosfrukt and competes across multiple categories but with a grocery rather than produce-specialist focus.
• Coop Norge: Coop Norge is one of Norway's largest grocery retail and wholesale groups, with HoReCa supply through its wholesale arm. Comparable in its broad grocery-plus-fresh distribution to Norwegian professional kitchens but operating at vastly larger scale than Engrosfrukt.
• Total Produce / Dole plc: Dole plc (formerly Total Produce) is one of the world's largest fresh-produce companies, with significant presence in European foodservice distribution. It is a broad incumbent relevant for benchmarking Engrosfrukt's ambitions in fresh-produce HoReCa supply.

Regional players

• Axfood: Axfood is a major Swedish grocery wholesale and retail group (Willys, Hemköp) with a dedicated HoReCa arm. It is a Swedish regional peer that, like Engrosfrukt, supplies fresh produce and groceries to professional kitchens but on a national-Sweden scale.
• Dagab (ICA Sverige): Dagab is ICA Sweden's central wholesale and logistics company supplying ICA stores and HoReCa customers across Sweden. It is the closest Swedish analogue to Engrosfrukt Sverige's positioning and competes for the same Swedish HoReCa customers.

Emerging players

• Servicegrossistene / DVL (Markus Voss): Smaller regional Norwegian produce wholesalers that partner with Engrosfrukt in its nationwide distribution network (e.g., Voss-based partners). They are relevant peers because they share the fresh-produce HoReCa model but at sub-national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/engrosfrukt-as
• Instagraminstagram.com/engrosfrukt

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Engrosfrukt AS