Roseland Produce

What Roseland Produce does

Roseland Produce (legal entity 633938 Ontario, Inc.) is a family-owned Canadian wholesale fresh produce distributor founded in 1984 and headquartered at 1827 Ironstone Drive, Burlington, Ontario. The company distributes more than 1,200 SKUs of fresh fruits and vegetables sourced from over 21 local Ontario growers and 20+ non-local suppliers to foodservice customers across the GTA, Golden Horseshoe, and Niagara Peninsula within a 200 km delivery radius. Core infrastructure consists of a 20,000 sq ft custom facility with 5 temperature-controlled rooms and a fleet of 10 refrigerated, temperature-controlled delivery vehicles operating 6 days per week, supported by HACCP-certified food safety programs.

The business operates a sales-led go-to-market model targeting restaurants, fine dining and hotels, healthcare facilities, multi-unit operators, catering companies, retail/grocery, and educational institutions, with account-based pricing tiered by weekly purchase volume (from $500/week upward). Customers apply for accounts and are onboarded within 24-48 hours, then place orders through a web-based portal hosted on Flanagan Foodservice's platform. The company has extended its surface area beyond pure wholesale via a Cash 'n' Carry walk-in storefront at the Burlington facility and the February 2021 launch of Roseland Grocery, a public-facing e-commerce and pickup channel. Allied relationships with Flanagan Foodservice, the Promark produce marketing group, and several industry associations provide purchasing leverage and B2B visibility without dilutive ownership. The firm remains privately held with no institutional investment or public-market presence.

Name

Roseland Produce

Legal name

633938 Ontario, Inc.

Website

https://roselandproduce.ca

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Roseland Produce is a family-owned Canadian wholesale fresh produce distributor founded in 1984, serving foodservice customers (restaurants, hotels, healthcare, catering, retail) across Ontario's GTA and Golden Horseshoe from a Burlington facility using 10 refrigerated trucks and 1,200+ SKUs.

Ownership category

akta.pro rank

Product category

Wholesale Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industry

Produce Markets & Greengrocers (CRAHAHAA)

Keywords

• Wholesale produce distribution
• Fresh produce supplier
• Foodservice distribution
• Refrigerated delivery service
• Local produce sourcing

Headquarters

HQ city

Burlington

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Produce Distribution: Wholesale distribution of fresh produce to foodservice businesses including restaurants, hotels, healthcare facilities, and retail. Orders placed through online portal with account-based pricing.
2. Cash and Carry Retail: Physical retail storefront open to public for walk-in produce purchases. Also operates Roseland Grocery e-commerce platform for online ordering and pickup.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Roseland Produce is a wholesale fresh produce distributor that supplies fruits and vegetables to foodservice businesses (restaurants, hotels, healthcare facilities, catering operations) and retailers across the Greater Toronto Area and Golden Horseshoe region from a 20,000 sq ft temperature-controlled facility in Burlington, Ontario, supported by a fleet of 10 refrigerated delivery vehicles operating 6 days per week.

Product overview

Roseland Produce operates as a wholesale fresh produce distributor serving foodservice (restaurants, healthcare, catering, hotels) and retail/grocery customers since 1984. The core offering is Fresh Produce Wholesale, distributing over 1200 different fruits and vegetables sourced from 100+ local growers and 30+ non-local suppliers. Supporting services include Online Ordering System for B2B customers to place orders with real-time pricing and inventory, Cash 'n' Carry retail locations, and Roseland Grocery (launched Feb 2021) for public online ordering. The company also provides Market Update intelligence reports and a Local/Seasonal Products Program emphasizing Ontario-sourced produce.

Differentiator

Problem solved

Functional benefit

Brands

• Roseland Grocery: Retail/public-facing grocery operation open to consumers, offering online ordering and pickup.

Products and services

• Fresh Produce Wholesale Wholesale distribution of fresh fruits and vegetables to foodservice and retail customers, carrying over 1,200 different produce items sourced from local Ontario growers and non-local suppliers within a 200 km delivery radius.
• Online Ordering System

Quantifiable outcome

• 40+ years in business since 1984
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PromarkcoreStrategic or Co-development PartnerMembership in Promark produce marketing group. Combines purchasing power and resources with other members to ensure freshest lettuce products available including spring mix, baby spinach, chopped iceberg and romaine, heritage blend, shredded iceberg, and full heads of leaf lettuce, iceberg and romaine lettuce.
• Flanagan Foodservice Inc.coreStrategic or Co-development PartnerAllied company providing broad-line foodservice distribution. Roseland Produce is allied with Flanagan Foodservice and shares information with them. Order portal (wmapps.flanagan.ca) is hosted by Flanagan.
• s.t.o.p. Restaurant Supply Ltd. & SP LeasingminorStrategic or Co-development PartnerBroad-line restaurant equipment and smallwares provider including equipment leasing and refrigerated mobile box rental. Listed as industry alliance on resource links page.
• Ontario Produce Marketing AssociationminorOthersIndustry association for produce marketing in Ontario. Listed as industry alliance/resource link.
• Canadian Produce Marketing AssociationminorOthersNational industry association for produce marketing. Listed as industry alliance/resource link.
• Ontario Greenhouse Vegetable GrowersminorOthersIndustry association for greenhouse vegetable producers in Ontario. Listed as resource link.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Sysco Canada: Sysco Canada is the Canadian arm of Sysco Corporation, the largest North American broadline foodservice distributor. It competes with Roseland by bundling produce into full-line supply contracts to the same restaurant, hotel, and healthcare customers across Ontario.
• Loblaw Companies: Loblaw is Canada's largest grocery retailer and operates foodservice and wholesale supply operations (including President's Choice and T&T). Its produce sourcing and distribution capabilities overlap with the retail/grocery side of Roseland's customer base.
• Oppy (Oppenheimer Group): Oppy is one of the largest fresh produce grower-marketer-distributors in North America, headquartered in British Columbia. It competes in produce distribution to foodservice and retail customers across Canada with substantially larger scale than Roseland.
• Metro Inc. Metro Inc. is a major Canadian food retailer with grocery and pharmacy operations and a foodservice supply arm. It serves many of the same institutional and retail customers that Roseland supplies with fresh produce.
• Gordon Food Service Canada: Gordon Food Service is a major broadline foodservice distributor with substantial Canadian operations serving restaurants, healthcare, and hospitality customers. It directly overlaps with Roseland's foodservice customer base while offering broader category coverage.
• Flanagan Foodservice: Flanagan Foodservice is a major Canadian broadline foodservice distributor headquartered in Kitchener, Ontario. It is Roseland's strategic ally (order platform is hosted on Flanagan infrastructure) and directly overlaps on foodservice produce distribution with significantly broader category and geographic reach.
• Sobeys Inc. Sobeys is one of Canada's two largest grocery retailers and operates wholesale and foodservice supply operations. It competes with Roseland for retail/grocery fresh produce business across Ontario.

Direct peers

• Fresh Direct Produce: Fresh Direct Produce is an Ontario fresh produce wholesaler distributing fruits and vegetables to foodservice and retail customers in the GTA region. It competes head-to-head with Roseland in the same geography with a similar restaurant and hospitality customer focus.
• EarthFresh Foods: EarthFresh Foods is an Ontario-based fresh produce grower-distributor serving retail and foodservice customers across Canada and the U.S. It directly competes with Roseland in fresh produce wholesale with overlapping customer segments and comparable product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/roselandproduce
• Facebookfacebook.com/Roseland-Produce-583620175064464
• LinkedInlinkedin.com/company/roseland-produce

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 Roseland Produce