PFG Virginia Foodservice

What PFG Virginia Foodservice does

PFG Virginia Foodservice is a regional operating unit of Performance Food Group, Inc. (NYSE: PFGC), headquartered in the Richmond, Virginia metropolitan area. The unit distributes food products, restaurant supplies, kitchen equipment, and custom-cut meats to foodservice operators across Virginia, Maryland, and North Carolina, operating from two facilities: the primary regional headquarters and custom-cut meat facility at 10399 Washington Hwy, Glen Allen, and a National Chains facility at 7420 Ranco Road, Richmond. As part of the broader Performance Foodservice organization — which spans 65 distribution centers, 250,000+ SKUs, 500,000+ monthly deliveries, and 43,000+ associates — the Virginia unit participates in a national procurement and logistics platform while delivering localized product sourcing, including Chesapeake Bay seafood and Mid-Atlantic farm staples, to a diversified operator base.

The commercial model is B2B distributor-led, with Area Managers enrolling customers via the Meal Ticket portal and a dedicated loyalty program (Performance Elite Rewards) that issues quarterly MasterCard gift cards based on qualifying purchases. Core technology consists of the CustomerFirst digital ordering platform, which provides real-time access to order history, invoices, and deliveries from any device, and the Performance Elite Rewards loyalty program. The unit's product portfolio spans broadline food distribution, custom-cut meats (USDA-inspected, HACCP-compliant, portion-controlled, vacuum-sealed), specialty seafood, and the Family of Brands (Bacio, Peak Fresh Produce, Roma, First Mark). The company has also built the PFG One Source Solution Partners program, integrating DoorDash, Uber Eats, Square, Lightspeed, TouchBistro, MarketMan, HotSchedules, and ServSafe into a curated operator ecosystem.

Customer segments are horizontally diversified across restaurants (independent, multi-unit, chain, ghost kitchen, catering), healthcare and senior living, K-12 and higher education, hospitality and entertainment, government and military, nonprofit and community organizations, and convenience stores and retail. The company monetizes through product markup on physical distribution, recurring point-based loyalty redemptions, and emerging branded turnkey programs (e.g., Contigo Taqueria, Zebec Mediterranean Cafe). Pricing is not publicly disclosed and operates on a quote-based, volume-sensitive basis typical of the foodservice distribution vertical.

Name

PFG Virginia Foodservice

Legal name

Performance Food Group, Inc.

Website

https://vfsg.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

PFG Virginia Foodservice is a Richmond, Virginia-based regional distribution unit of Performance Food Group that distributes food, supplies, and custom-cut meats to restaurants and foodservice operators across Virginia, Maryland, and North Carolina.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Poultry and Poultry Product Merchant Wholesalers (42444)

akta.pro primary industry

Temperature-Controlled Foodservice/Institutional Supply Wholesale (AFAIAHAK)

Keywords

• Foodservice distribution
• Restaurant supply
• Custom meat processing
• Foodservice logistics
• Restaurant technology

Headquarters

HQ city

Glen Allen

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Foodservice Distribution: Distribution of food products, restaurant supplies, kitchen equipment, and non-food products to foodservice operators. Revenue is generated through product markups on the thousands of products distributed to 125,000+ customers.
2. Custom Cut Meats & Specialty Products: Custom-cut meats, fresh seafood selections, and specialty center-of-plate products with custom solutions including portion-cutting, custom grinding, and dry aging services.
3. Loyalty Program Revenue: Performance Elite Rewards program where operators earn points on purchases, with quarterly redemption through gift cards, driving customer retention and increased purchase volume.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

PFG Virginia Foodservice (Performance Foodservice - Virginia) is a B2B foodservice distributor that delivers food products, restaurant supplies, kitchen equipment, and non-food products to restaurants and foodservice operators across Virginia, Maryland, and North Carolina. The company operates from a Glen Allen, VA distribution facility (10399 Washington Hwy) with an additional National Chains location in Richmond, VA, and offers value-added services including USDA-inspected custom-cut meat processing and portion control solutions.

Product overview

Performance Foodservice is a foodservice distribution company serving restaurants and operators across the Mid-Atlantic region including Virginia, Maryland, and North Carolina. The company's core product offerings include: Custom Cut Meats & CAB (USDA-inspected custom meat processing including Certified Angus Beef program); CustomerFirst (proprietary digital ordering platform with real-time access to orders, invoices, and deliveries); Performance Elite Rewards (loyalty program via Meal Ticket portal with award points redeemable quarterly as MasterCard gift cards); PFG One Source Solution Partners (network of third-party business solution providers); and First Mark (non-food products brand). Additional offerings include specialty meat and seafood processing at regional facilities, equipment and supplies, turnkey convenience store programs, and Business Building Resources for operational support. The company also publishes The Dish, an industry resource for recipes and culinary trends.

Differentiator

Problem solved

Functional benefit

Brands

• Performance Elite Rewards: Exclusive loyalty rewards program for independent foodservice operators offering purchase incentives and must-have rewards. Program participants earn award points based on qualifying purchases and can redeem quarterly for MasterCard gift cards.
• CustomerFirst
• PFG One Source Solution Partners
• Meal Ticket

Products and services

• Foodservice Distribution Core B2B distribution of food products, restaurant supplies, kitchen equipment, and non-food products delivered directly to restaurants and foodservice operators across Virginia, Maryland, and North Carolina, drawing from 250,000+ available SKUs.
• Custom Cut Meats & CAB USDA-inspected custom-cut meat processing offering custom sourcing, portion-cutting, custom grinding, and dry aging services for foodservice operators, including Certified Angus Beef (CAB) program with vacuum-sealed, portion-controlled individually packaged cuts.
• CustomerFirst Proprietary digital ordering platform providing foodservice operators real-time access to order history, invoices, and deliveries from any device, serving as a centralized hub for efficient and flexible ordering.
• Performance Elite Rewards Exclusive loyalty rewards program for independent foodservice operators where participants earn award points based on qualifying weekly purchases (cases and case equivalents) and redeem quarterly as MasterCard gift cards (automatic redemption for $50+ balances).
• First Mark Non-food essentials product brand offering carryout containers, cutlery, and restaurant supplies for foodservice operations.
• Equipment & Supplies Restaurant equipment and supplies product category spanning kitchen equipment to carryout supplies for foodservice operations.
• Turnkey Programs Pre-configured turnkey convenience store programs including branded concepts such as Contigo Taqueria and Zebec Mediterranean Cafe for rapid deployment.
• Performance Specialty Meat & Seafood Specialty meat and seafood offerings including custom-cut meats, fresh seafood selections, and center-of-plate value-added services sourced through regional meat-cutting and seafood processing facilities.
• PFG One Source Solution Partners Network of third-party provider companies offering marketing, operations, and staffing solutions for foodservice operators, including delivery platforms (DoorDash, Uber Eats), POS systems (Square, Lightspeed, TouchBistro, NCR Silver), and restaurant technology tools.

Quantifiable outcome

• Labor cost savings through pre-cut, vacuum-sealed custom meat programs
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• DoorDashcoreGTM or Marketing PartnerDelivery platform integration through One Source Solution Partners program, enabling restaurants to offer delivery services to customers.
• Uber EatscoreGTM or Marketing PartnerDelivery platform integration through One Source Solution Partners program, expanding restaurant delivery capabilities.
• SquarecoreTechnology or IntegrationPoint-of-sale system integration through One Source Solution Partners, enabling streamlined transaction processing.
• LightspeedcoreTechnology or IntegrationPOS and restaurant management system integration through One Source Solution Partners program.
• TouchBistrocoreTechnology or IntegrationiPad-based restaurant POS system integration through One Source Solution Partners.
• HotSchedules by Fourth SolutionscoreTechnology or IntegrationWorkforce management and scheduling solution for restaurant operations through One Source Partners.
• MarketMancoreTechnology or IntegrationInventory management and restaurant operations software through One Source Solution Partners.
• ServSafecoreStrategic or Co-development PartnerFood safety training and certification partnership providing operators with essential safety credentials.
• SCOREminorStrategic or Co-development PartnerBusiness mentoring and education organization providing resources for restaurant operators.
• Grand WesterncoreStrategic or Co-development PartnerMeat processing facility partner providing custom cut capabilities in Orlando, FL region.
• Kinnealey MeatscoreStrategic or Co-development PartnerMeat processing partner providing custom cutting services in Brockton, MA region.
• NATCOcoreStrategic or Co-development PartnerFoodservice processing partner in Reserve, LA region.
• Southern FoodscoreStrategic or Co-development PartnerRegional food distribution partner in Greensboro, NC serving the Virginia delivery area.
• Bar Harbor SeafoodcoreStrategic or Co-development PartnerSeafood processing and distribution partner in Orlando, FL region.
• Crazy Fish InternationalminorStrategic or Co-development PartnerSeafood partner providing specialty seafood products in Florida region.
• National Restaurant AssociationcoreStrategic or Co-development PartnerIndustry association partnership providing resources, guidance, and advocacy for restaurant operators including COVID-19 reopening guidance.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Sysco: Largest broadline foodservice distributor in North America. Directly comparable as a B2B distributor serving the same restaurant, healthcare, education, and hospitality operators with overlapping product categories and similar value-added services.
• US Foods: Second-largest U.S. broadline foodservice distributor. Directly comparable on customer segments (independents, chains, healthcare, hospitality), distribution model, and competing private-label and digital ordering platforms.
• Ben E. Keith Company: Multi-state foodservice distributor serving independent restaurants, chains, and institutional accounts across the Mid-Atlantic and Southeast. Direct competitor in the Virginia region with overlapping product categories and similar value-added services.
• Gordon Food Service: Privately held broadline foodservice distributor serving restaurants, schools, and healthcare across North America. Comparable business model, customer mix, and custom-cut/value-added protein capabilities.
• Cheney Brothers: Family-owned broadline foodservice distributor serving restaurants, healthcare, and hospitality across the Southeast. Comparable on customer segments, distribution scale, and custom meat/seafood capabilities.
• Reinhart Foodservice: Broadline foodservice distributor (now part of US Foods) historically serving independent restaurants and chain operators with comparable product breadth and custom protein programs.
• Shamrock Foods Company: Family-owned broadline foodservice and dairy distributor with strong regional footprint. Overlaps with PFG Virginia on independent restaurant customers, custom meat capabilities, and institutional segment coverage.

Emerging players

• Edward Don & Company: Foodservice equipment and supplies distributor serving restaurants and hospitality operators. Adjacent peer overlapping on the non-food supply category PFG Virginia distributes to operators.

Regional players

• Pine State Trading Company: Regional broadline distributor serving independent restaurants and convenience stores primarily in the Northeast. Comparable product mix and customer segments though geographically distinct from PFG Virginia.
• Institutional Foodservice (various): Smaller regional broadliners serving healthcare, education, and government accounts. Comparable institutional customer mix and contract foodservice distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PerformanceFS
• Facebookfacebook.com/PerformanceFoodservice
• LinkedInlinkedin.com/company/pfg-virginia-foodservice
• Instagraminstagram.com/performancefoodservice_va

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries15 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 PFG Virginia Foodservice