Trim's Fresh

What Trim's Fresh does

Trim's Fresh is a family-owned Australian fresh food retailer operating under Trim Fresh Pty Ltd (ABN 55 085 753 546), headquartered in Leichhardt, New South Wales. The company sells fresh fruit, vegetables, grocery items, deli products, herbs, and refrigerated goods through a network of 6 physical retail stores located in Greater Sydney shopping centres: Stockland Wetherill Park, Westfield Penrith, Stockland Merrylands, and St Clair Shopping Centre. Founded in 2003 when Tony Trimboli purchased the Stockland Wetherill Park store, the business has grown organically over 20 years into a multi-store operation run by the Trimboli family (Tony, his father Frank, and brother Patrick).

The company's product offering spans seven categories: Fruit, Vegetables, Grocery (cheese, pasta, bread, eggs, dairy, cold cuts, frozen goods, canned goods, antipasto, nuts, oil), DELI, Herbs, Fridge, and a Click and Collect service. The business is positioned as more than a traditional greengrocer, combining fresh produce with an extended grocery range. Trading hours run from 8am to 8pm Monday through Wednesday, Friday and weekends, with Thursday late-night trading until 9pm. The online ordering platform exists but is temporarily closed due to staffing constraints; click-and-collect pickup points are available at Wetherill Park (Restwell Road entry) and Penrith (Jane Street Carpark).

Trim's Fresh operates a direct-to-consumer retail model, generating revenue exclusively through in-store sales at its physical locations with no disclosed pricing tiers, no online ordering, and no wholesale or B2B channel. Distribution is entirely domestic and limited to Greater Sydney. There is no disclosed proprietary technology platform, no app, no API, and no digital marketing infrastructure identified beyond a basic website. The company is privately held with no external investors, no parent company, no subsidiaries, and no funding rounds, making it a bootstrapped, family-controlled retail operation.

Name

Trim's Fresh

Legal name

Trim Fresh Pty Ltd

Website

https://trimsfresh.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Trim's Fresh is a family-owned Australian fresh food retailer operating 6 physical stores across Greater Sydney shopping centres, selling fruit, vegetables, grocery, deli, herbs, and refrigerated goods directly to general consumers since 2003.

Ownership category

akta.pro rank

Product category

Fresh Food Retail / Specialty Grocery

NAICS

Fruit and Vegetable Retailers (445230), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Fresh-Format Supermarkets (High-Fresh Mix) (CRAHAAAD)

Keywords

• Fresh food retail
• Fruit and vegetables
• Grocery store
• Deli products
• Click and collect

Headquarters

HQ city

21 Marion St u0026 Flood Street , Leichhardt, New South Wales

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Fresh Food: Trim's Fresh generates revenue through in-store retail sales of fresh produce including fruit, vegetables, grocery items, deli products, herbs, and refrigerated goods. The business operates as a traditional fresh food retailer selling directly to consumers at physical store locations.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Trim's Fresh is a family-owned fresh food retailer operating six physical stores across Greater Sydney that sells fresh fruit, vegetables, grocery items, deli products, herbs, and refrigerated goods directly to consumers. The business also offers a click-and-collect service via its online store for in-store pickup at select locations.

Product overview

Trim's Fresh is a family-owned and operated Australian fresh food retailer offering an online store alongside 6 physical store locations across Sydney (Wetherill Park, Penrith, St Clair, and Merrylands). The company operates as a single unified offering combining a traditional fruit and vegetable greengrocer with expanded grocery, deli, herbs, and refrigerated products. Their online store (currently temporarily closed due to staffing issues) supports click-and-collect service at their physical store locations. The product portfolio consists of seven core product categories: Fruit, Vegetables, Grocery, DELI, Herbs, Fridge items, and a Click and Collect service that integrates their online ordering with in-store pickup.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit Fresh seasonal fruits stocked and sold at Trim's Fresh store locations across Sydney.
• Vegetables Fresh vegetables and produce sold at Trim's Fresh store locations across Sydney.
• Grocery Wide range of grocery items including cheese, pasta, bread, eggs, dairy, cold cuts, frozen goods, canned goods, antipasto, nuts, and oil sold at Trim's Fresh stores.
• Deli Deli items and prepared foods available at Trim's Fresh stores across Sydney.
• Herbs Fresh herbs sold at Trim's Fresh store locations across Sydney.
• Fridge Refrigerated products and cold items sold at Trim's Fresh stores across Sydney.
• Click and Collect Online ordering service allowing customers to order Trim's Fresh products online and pick up in-store at designated pickup points at the Wetherill Park and Penrith locations.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves2 records

Broad incumbents

• Aldi Australia: Hard-discount grocer with an expanding fresh-produce emphasis across Australian stores. Competes with Trim's Fresh on price-conscious fresh baskets but does not match the specialty produce or family-service positioning.
• Coles Local: Small-format, fresh-emphasising banner of Coles Group positioned in urban catchments. Targets similar convenience-and-fresh buyer occasions as Trim's Fresh but with full national supply chain backing.
• IGA Australia: National grocery chain operating through independent retailers, with many Sydney locations that compete directly with Trim's Fresh for fresh produce and grocery baskets. Broader assortment and franchise model differentiate it from Trim's Fresh's family-direct ownership.
• Woolworths Metro: Small-format grocery banner of Australia's largest supermarket chain, with locations in Sydney CBD and near-city suburbs. Overlaps with Trim's Fresh on convenience grocery and fresh items but operates as part of a national enterprise with vastly greater scale.

Direct peers

• Harris Farm Markets: Family-owned Australian fresh produce retailer operating a chain of produce-focused stores across NSW and other states. Closest direct competitor to Trim's Fresh given the shared fresh-first positioning, family ownership heritage, and Sydney footprint.

Regional players

• Friendly Grocer: Australian franchise grocery network of independent supermarkets, with several Sydney locations. Comparable as a community-anchored grocer but with a more conventional assortment and less fresh-produce specialisation than Trim's Fresh.
• Romeo's Retail Group: Independent grocery operator running IGA-branded supermarkets in Sydney and regional NSW. Comparable as a multi-store independent grocer, though the assortment is broader and the produce emphasis less pronounced than Trim's Fresh.
• Supabarn Supermarkets: Independent Canberra-based supermarket chain that has expanded into Sydney. Competes on fresh produce and service-oriented positioning, overlapping with Trim's Fresh's value proposition around quality fresh and personalised service.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/trim's-fresh

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 Trim's Fresh