Fresh Alliance

What Fresh Alliance does

Fresh Alliance is a B2B produce procurement services company operating as part of the Fresh Division, focused on serving K-12 school nutrition programs and food service operators across the United States. The company aggregates institutional demand and connects it to a network of 100+ growers sourcing from both domestic U.S. producers and Mexican suppliers. It operates with a small team of 11 employees applying a procurement team with 30+ years of collective fresh produce experience, under Illinois governing law.

The company's product portfolio is organized around multiple solution lines: Contract Solutions and Procurement Solutions form the core brokerage offering, Cool School Fresh is a sub-brand purpose-built for K-12 nutrition programs, Healthy Solutions 4 Kids targets nutrition-focused buyers, FreshFinds Logistics extends the offer into freight and multi-pickup-point logistics, and a Market Report provides market intelligence to clients. The business model is built on custom, quote-based pricing with multi-year contracts, implying recurring revenue tied to anchor client relationships. Leadership includes Logan Nicely as Director of Healthy Solutions, and the company is reachable via [email protected].

The go-to-market approach relies on partnering with school districts and food service operators to procure fresh produce at scale, with the value proposition centered on supply chain consolidation, grower relationships, and integrated logistics. The company does not disclose revenue, funding history, or AI/ML capabilities, indicating a traditional procurement services operating model rather than a technology-first platform.

Name

Fresh Alliance

Legal name

Fresh Alliance

Website

https://freshalliance.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fresh Alliance is a B2B produce procurement services company serving K-12 schools and food service operators through a network of 100+ growers, offering multi-year contracts, branded sub-products, and integrated logistics services.

Ownership category

akta.pro rank

Product category

Produce Procurement Services

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Produce Wholesale Distribution (CRAOAAAC), Fresh Fruit Wholesale (AFAIACAA), Fresh Vegetable Wholesale (AFAIACAB)

Keywords

• Produce procurement services
• K-12 school nutrition
• Fresh produce sourcing
• Freight management logistics
• Food service procurement

Headquarters

HQ city

Not specified

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Procurement Solutions Services: The company generates revenue through providing procurement solutions to schools and food service operators, leveraging high-performance contracts and managing compliance and ordering accuracy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Fresh Alliance is a B2B produce procurement company that sources fresh produce from 100+ growers across the United States and Mexico, providing high-performance contracts, daily pricing transparency, boots-on-the-ground quality inspection, compliance management, and dedicated freight logistics primarily for K-12 school nutrition programs and food service operators. The company operates as the procurement arm of the Fresh Division and aggregates pricing data to forecast and compare against USDA market data.

Product overview

Fresh Alliance is a produce procurement company operating as the procurement arm of the Fresh Division. The company offers a portfolio of related services including Contract Solutions (high-performance contracting with compliance management), Procurement Solutions (sourcing from US and Mexico with boots-on-the-ground quality oversight), FreshFinds Logistics (freight management), and two education-focused programs: Cool School Fresh (child nutrition meal program enhancement with bonus points) and Healthy Solutions 4 Kids (educational marketing with classroom activities and nutritional resources). Daily market pricing from 100+ growers feeds forecasting and USDA comparisons.

Differentiator

Problem solved

Functional benefit

Brands

• Cool School Fresh: A collaboration with Fresh Alliance offering produce procurement solutions with Cool School Bonus Points to enhance child nutrition meal programs for the K-12 sector.
• FreshFinds Logistics
• Healthy Solutions 4 Kids

Products and services

• Contract Solutions High-performance produce procurement contracts supported by anchor concepts, including compliance management, accurate ordering, and recovery solutions for schools and food service operators.
• Procurement Solutions Produce sourcing service that draws from growers across all regions of the United States and Mexico, with boots-on-the-ground quality inspection, forecasting, and new product innovation with grower partners.
• Cool School Fresh A K-12 specific procurement program offering produce solutions with Cool School Bonus Points designed to enhance child nutrition meal programs for school operators.
• FreshFinds Logistics Dedicated freight management service with multi-pick-up-points and aggressive rates, leveraging relationships across the produce supply chain to handle distribution logistics for clients.
• Healthy Solutions 4 Kids School nutrition program supporting child nutrition meal programs through annual forecasting, transparent price comparisons, and consistent price, quality, and food safety assurance for the K-12 sector.

Quantifiable outcome

• Provides consistent price, quality and food safety assurance for K-12 sector

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

Two partnerships are on record, tiered core and minor.

• Grower PartnerscoreStrategic or Co-development PartnerFresh Alliance works with 100+ grower partners across the United States and Mexico. The company provides boots-on-the-ground transparency, personally looking at quality, forecasting, and engaging in new product innovation with these grower partners.
• Distributor PartnersminorChannel Partner/ Reseller/ DistributorFresh Alliance partners with distributors in the K-12 sector to support child nutrition meal programs. These partnerships help provide consistent price, quality, and food safety assurance for schools.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• FreshPoint: FreshPoint is Sysco's specialty fresh produce distribution subsidiary, serving foodservice operators across the US with fruits, vegetables, and dairy. It is a broad incumbent serving many of the same food service customers that Fresh Alliance targets, but at significantly larger scale and as part of the Sysco ecosystem.
• Sysco: Sysco is the largest broadline foodservice distributor in North America, with deep K-12 and institutional business and a dedicated produce arm (FreshPoint). It is a broad incumbent that competes with Fresh Alliance for K-12 produce contracts, albeit as one of many food categories.
• US Foods: US Foods is one of the largest broadline foodservice distributors in the US, supplying restaurants, healthcare, and K-12/institutional customers nationwide. It competes with Fresh Alliance in the K-12 and food service produce procurement space at much greater scale, though produce is just one of many categories.
• Gordon Food Service: Gordon Food Service is a large broadline foodservice distributor serving K-12 schools, restaurants, and institutions across North America. It competes with Fresh Alliance in K-12 produce procurement and offers its own produce and supply chain programs.
• Shamrock Foods Company: Shamrock Foods is a broadline foodservice distributor with a strong K-12 and institutional customer base, primarily in the western and southwestern US. It is a broad incumbent peer to Fresh Alliance in the K-12 food service and produce space.

Direct peers

• Coosemans Worldwide: Coosemans Worldwide is a specialty fresh produce distributor serving food service operators and retailers with premium and specialty produce. It is a direct peer in fresh produce specialty distribution at a larger scale than Fresh Alliance, with similar foodservice operator focus.
• Robinson Fresh: Robinson Fresh (C.H. Robinson's fresh produce business) is a major fresh produce sourcing and supply chain provider serving retailers, food service operators, and foodservice distributors. It is a direct peer in produce procurement and logistics, with similar multi-grower sourcing capabilities.
• Produce Alliance: Produce Alliance is a national produce procurement and supply chain management company specifically serving K-12 school nutrition, food service, and other non-commercial segments. It is a direct peer — and likely closely related — to Fresh Alliance, given the [email protected] contact email and similar service offerings (procurement, contract management, freight, K-12 programs).

Regional players

• Keany Produce: Keany Produce is a Mid-Atlantic fresh produce distributor serving food service operators, schools, and retailers. It is a regional peer with comparable procurement and distribution capabilities, focused on the US East Coast rather than competing nationally head-on with Fresh Alliance.

Emerging players

• Driscoll's: Driscoll's is a major berry producer and supplier entering foodservice and institutional channels including K-12. It is an emerging player intersecting with Fresh Alliance's grower/supplier ecosystem, though it focuses on berries and proprietary varieties rather than full-line produce distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fresh-alliance

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 Fresh Alliance