Performance Food Broker

What Performance Food Broker does

Performance Food Broker (legally Performance Courtier Alimentaire) is a Canadian foodservice sales and marketing broker founded in 2010 and headquartered in the Montreal area (St-Laurent, Quebec). The firm operates as an intermediary between food manufacturing principals — including Tyson, Sofina Foods, Dare Foods, CH Guenther, Kikkoman, Beaulieu Foods, Riviera, Gay Lea, Earth's Own, Delizza, Idahoan, and Primo — and downstream foodservice customers including restaurant chains, independent operators, and distributors across Canada. Revenue is generated on a commission/transaction-fee basis for sales and marketing representation, with field sales as the primary go-to-market motion.

The service offering is a non-software suite of capabilities: sales and marketing analysis, consulting and market research, tender and RFP management, distribution coordination, foodshow management, business planning sessions, ongoing training, and opportunity initiation. There is no proprietary technology platform, API, SDK, or AI/ML component disclosed; the firm does not maintain a software product surface, patents, or certifications. Marketing is minimal, limited to a corporate website, direct phone, and email contact. Pricing is not publicly disclosed and is consistent with negotiated, relationship-based brokerage fees.

In 2025 the firm opened a new facility in Boucherville, Quebec and became a division of Surge Foodservice, a national foodservice network combining the firm's regional expertise with regional divisions McCormack Bourrie, Binner Marketing & Sales, and Concord National to deliver coast-to-coast Canadian coverage. Leadership comprises General Director Nicolas Normandeau, VP Sales/Distribution & Logistics Caroline Maurais, and VP Finances–Administration Erika Winchester. The company is privately held with no disclosed funding rounds, no institutional investors, and no public-market listing.

Name

Performance Food Broker

Legal name

Performance Courtier Alimentaire

Website

https://performancecourtier.ca

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Performance Food Broker (Performance Courtier Alimentaire) is a Montreal-based foodservice sales and marketing broker that represents food manufacturers including Tyson and Sofina Foods to restaurant chains, independent operators, and distributors across Canada as a division of Surge Foodservice.

Ownership category

akta.pro rank

Product category

Foodservice Brokerage

NAICS

Food Service Contractors (72231)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)

akta.pro secondary industry

Value/Discount Broadline Foodservice Distributors (AFAIAAAK)

Keywords

• Foodservice brokerage services
• Commercial food distribution
• Restaurant supplier representation
• Food sales consulting
• Manufacturer representation services

Headquarters

HQ city

St-Laurent

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Brokerage/Commission Revenue: Revenue generated as a food service broker representing food manufacturing principals (such as Tyson, Sofina Foods, Dare Foods, etc.) to foodservice operators, restaurant chains, and distributors across Canada. Acts as intermediary facilitating sales and marketing of food service products.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Performance Food Broker is a Canadian foodservice brokerage that acts as an intermediary between food manufacturing principals and foodservice operators. Its core offering is representation of food manufacturers across the Canadian foodservice market, supported by sales and marketing analysis, consulting, market research, tender and RFP management, distribution coordination, foodshow management, business planning, and ongoing training services.

Product overview

Performance Food Broker (Performance Courtier Alimentaire) is a foodservice sales and marketing broker operating as a division of Surge Foodservice. The company offers a unified suite of services rather than discrete software products. Its portfolio centers on sales and marketing analysis, consulting and market research, tender and RFP management, distribution services, foodshow management, business planning sessions, ongoing training, and opportunity initiation services. These services are targeted at three customer segments: restaurant chains, independent operators, and distributors. The company acts as an intermediary between food manufacturing principals and foodservice operators, providing regional expertise within a national network.

Differentiator

Problem solved

Functional benefit

Products and services

• Foodservice Brokerage and Manufacturer Representation Core brokerage service representing food manufacturer principals (such as Tyson, Sofina Foods, Dare Foods, CH Guenther, and Kikkoman) in the Canadian foodservice market, connecting them with foodservice operators and distributors.
• Sales and Marketing Analysis Consulting Consulting service providing sales and marketing analysis to food manufacturer principals and foodservice operators across Canada.
• Market Research Services Market research services supporting food manufacturer principals and Canadian foodservice operators with insights into the Canadian foodservice market.
• Tender and RFP Management Services Management of tenders and Request for Proposal processes between food manufacturer principals and Canadian foodservice operators, supporting contract awards and procurement workflows.
• Distribution Coordination Services Coordination of distribution and logistics between food manufacturer principals and Canadian foodservice operators and distributors.
• Foodshow Management Services Planning and management of foodshow events for food manufacturer principals and Canadian foodservice operators, supporting product showcasing and commercial engagement.
• Business Planning and Opportunity Initiation Services Business planning and opportunity initiation services that identify and develop new commercial opportunities for food manufacturer principals in the Canadian foodservice market.
• Ongoing Training Services Ongoing training services for food manufacturer principals and Canadian foodservice operators on products, markets, and commercial practices.

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship and core.

• Surge FoodserviceflagshipStrategic or Co-development Partner · 1 January 2025Parent company and national network organization. Performance Food Brokers is now a division of Surge Foodservice, combining local expertise with national reach to help move business forward. Surge Foodservice includes regional divisions McCormack Bourrie, Binner Marketing & Sales, and Concord National, providing coast-to-coast coverage across Canada.
• McCormack BourriecoreChannel Partner/ Reseller/ DistributorRegional division of Surge Foodservice. Partner company providing foodservice sales and distribution services in their respective region.
• Binner Marketing & SalescoreChannel Partner/ Reseller/ DistributorRegional division of Surge Foodservice. Partner company providing foodservice sales and distribution services in their respective region.
• Concord NationalcoreChannel Partner/ Reseller/ DistributorRegional division of Surge Foodservice operating as Concord Atlantic Foodservice. Partner company providing foodservice sales and distribution services.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Regional players

• Flanagan Foodservice: Large Canadian broadline foodservice distributor serving Ontario and other regions. While not a broker in the same business model, it is a comparable Canadian foodservice channel partner that both manufacturers and operators rely on, often competing with Performance's distribution-arm relationships.
• Neptune Foodservice: Canadian foodservice distribution and sales agency. Operates in adjacent foodservice distribution territory and shares similar principal relationships in the Canadian market.

Broad incumbents

• Advantage Solutions: Large North American sales and marketing agency providing outsourced sales, merchandising, and category management services to CPG manufacturers across foodservice and retail channels. Comparable as a broad-line broker/agency competing for the same principal relationships.
• Sysco Canada: Subsidiary of Sysco Corporation, the largest North American broadline foodservice distributor. Comparable as a foodservice channel partner that competes with independent operators and brokers for share of foodservice supply.
• Acosta: One of the largest North American foodservice and consumer product sales and marketing agencies, representing major CPG manufacturers to retailers and foodservice operators. Operates the same outsourced sales-representation model as Performance Food Brokers at significantly larger scale.
• Surge Foodservice (parent): Performance Food Brokers' parent organization that combines regional foodservice broker divisions including McCormack Bourrie, Binner Marketing & Sales, and Concord National under one national Canadian foodservice network. Directly comparable as it operates the same business model at a larger national scale.
• CBSA / Daymon Worldwide: Large food and consumer goods brokerage providing sales, marketing, and category management services to manufacturers. Operates the same outsourced sales-representation model as Performance Food Brokers, with a heavier retail-channel focus.

Direct peers

• Binner Marketing & Sales: Sister division of Surge Foodservice, a regional foodservice sales and marketing broker operating in Western Canada. Directly comparable by model — represents food manufacturers to foodservice operators on a commission basis.
• McCormack Bourrie: Sister division of Surge Foodservice providing foodservice sales and distribution services in Ontario. Operates the same manufacturer-representation business model as Performance Food Brokers, covering a different geographic region within the same national network.
• Concord National (Concord Atlantic Foodservice): Sister division of Surge Foodservice providing foodservice sales and distribution services in Atlantic Canada. Functions as a regional foodservice broker with the same commission-based model as Performance Food Brokers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/performance-courtier-alimentaire

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Performance Food Broker