What Wulff & co AS does

Wulff & Co AS is a private Norwegian B2B wholesale distributor headquartered in Oslo, founded in 1969 and self-described as Norway's largest importer and wholesaler of premium meat and food products. The company employs over 50 staff and serves professional kitchens — restaurants, hotels, catering operators, and foodservice businesses — through a login-gated web ordering platform with Net 10 payment terms. Its catalog spans ten product categories: meat and poultry (beef, chicken, turkey, duck, lamb), seafood, dairy/cheese/eggs, bread and baked goods, desserts and ice cream, beverages, ready meals, fresh fruit and vegetables, dry goods (263 SKUs including Asian specialty ingredients), and non-food items. Sourcing is internationally diversified, with imports from Argentina, Uruguay, Australia, USA, Brazil, and multiple Asian countries.

The business model is straightforward wholesale distribution: the company purchases perishable and dry goods from international and Norwegian suppliers, holds inventory, and resells to commercial customers at negotiated B2B prices quoted in NOK excluding VAT. Pricing is subject to commodity, transport, currency, and public-fee adjustments. A separate consumer-facing portal, Gastroroyal (gastroroyal.no), extends the same product range to private households. The company's brand is anchored by the Sashi premium beef line, which won the World Steak Challenge Gold Medal in both 2018 and 2019, achieving Diamond-grade marble scoring. The company maintains Miljøfyrtårn (Eco-Lighthouse) environmental certification and Åpenhetsloven (Norwegian Transparency Act) reporting compliance.

Wulff & Co operates with no disclosed revenue, no external funding, no parent company, and no announced M&A. Distribution is exclusively domestic (Norway). Marketing and sales motions are minimal: the company's primary customer acquisition channel is its own website (wulffco.no), with no disclosed social media, paid advertising, or content marketing. Customer relationships are direct and account-based, with delivery to agreed addresses and standard risk-and-title transfer at delivery.

Name

Wulff & co AS

Legal name

Wulff & Co AS

Website

https://wulffco.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Wulff & Co AS is Norway's largest importer and wholesaler of premium meat and food products, serving restaurants, hotels, caterers, and professional kitchens via a B2B web ordering platform with 10 product categories and a separate Gastroroyal consumer portal.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447), Other Grocery and Related Products Merchant Wholesalers (42449), Fish and Seafood Merchant Wholesalers (42446), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI)

akta.pro secondary industries

Refrigerated Meat & Charcuterie Wholesale (AFAIAHAI), Refrigerated/Chilled Foods Wholesale (Deli, Prepared, Fresh Pasta, etc.) (AFAIAHAB), Frozen Meat, Poultry & Seafood Wholesale (AFAIAHAF), Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)

Keywords

• Wholesale food distribution
• Premium meat import
• Foodservice supply
• B2B food wholesale
• Professional kitchen supply

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Food product wholesale: Wulff & Co operates as a B2B wholesale distributor of premium meat and food products. They import and distribute a wide range of perishable and dry goods to professional customers (restaurants, hotels, catering, and commercial kitchens). Revenue is generated through product sales at negotiated B2B prices, with standard payment terms of net 10 days. The company also stocks a large catalog of dried goods, condiments, oils, spices, and specialty international ingredients for professional kitchens.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Wulff & Co AS is Norway's largest importer and wholesaler of premium meat and food products. The company imports and distributes a wide range of perishable and dry goods, including beef, poultry, seafood, dairy, baked goods, ready meals, beverages, dry goods, and non-food supplies, to professional customers such as restaurants, hotels, catering businesses, and commercial kitchens. Customers register for an account and order through the company's web-based B2B ordering system. A separate consumer portal, Gastroroyal, serves household customers.

Product overview

Wulff & Co AS is Norway's largest importer and wholesaler of premium meat and food products, serving professional kitchens and hospitality businesses. The company operates a B2B web ordering system for commercial customers and offers a consumer portal through Gastroroyal. Their product portfolio spans meat and poultry (beef, chicken, turkey, duck), seafood, dairy, baked goods, ready meals, beverages, and an extensive dry goods catalog featuring Asian ingredients (263 products) including sauces, oils, spices, rice, noodles, and international specialties. With over 50 employees, the company focuses on premium quality, sustainability, and reliability in food distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Gastroroyal: A sub-brand operated by Wulff & Co AS serving private (retail) customers with food products, accessible at gastroroyal.no

Products and services

• Meat and Poultry Premium meat and poultry products including beef cuts (sirloin, tenderloin, ribeye, entrecote), chicken, turkey, duck, and lamb, sourced from Norway, Argentina, Uruguay, Australia, and USA. Sold wholesale to professional kitchens and foodservice operators.
• Seafood Fresh and frozen seafood products for foodservice and hospitality customers.
• Dairy, Cheese and Eggs Dairy products, cheese, and egg products distributed wholesale to foodservice operators.
• Bread and Baked Goods Bread and baked goods supplied wholesale to professional kitchens and retail customers.
• Dessert and Ice Cream Dessert and ice cream products for foodservice and hospitality customers.
• Beverages Beverages including soft drinks, juices, and other drink products supplied wholesale.
• Ready Meals Pre-prepared meals ready for heating and serving, supplied to professional kitchens.
• Fruit and Vegetables Fresh and processed fruit and vegetable products distributed to foodservice operators.
• Dry Goods Dry goods catalog of 263 products including snacks, sauces, dressings, oils, spices, seasonings, pasta, rice, noodles, and international specialty ingredients (notably Asian).
• Flour, Sugar and Baking Articles Baking ingredients including flour, sugar, and baking articles for professional bakeries and kitchens.
• Non-food Supplies Non-food products including packaging and kitchen supplies sold alongside food items.
• Gastroroyal Consumer Portal Consumer-facing retail portal operated by Wulff & Co AS serving household/private customers with food products, separate from the B2B ordering system at wulffco.no.

Quantifiable outcome

• Market leader position as Norway's largest premium food importer and wholesaler

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 moves5 records

Expansion highlights4 records

Broad incumbents

• Performance Food Group: Large-cap U.S. broadline foodservice distributor offering grocery, meat, and specialty products to restaurants and institutions — relevant comparable for size, scale, and end-market exposure.
• Gordon Food Service: North American broadline foodservice distributor with strong private-label and imported product ranges — comparable as a multi-category wholesale model serving restaurants, schools, and institutions.
• METRO AG / Makro: International wholesale and foodservice group serving hotels, restaurants, and caterers across Europe — directly relevant competitive benchmark given METRO's European HoReCa distribution model.
• US Foods: One of the largest U.S. foodservice distributors offering broadline grocery, meat, and specialty products to professional kitchens — provides a relevant scale benchmark for category breadth and distribution operating model.
• Sysco Corporation: Global largest broadline foodservice distributor serving restaurants, healthcare, and hospitality with full-line food products — competes on scale, assortment, and supply-chain depth for the same B2B foodservice customers.

Direct peers

• Menigo Foodservice: Sweden-headquartered foodservice distributor with the same broadline wholesale model serving restaurants and professional kitchens — closely comparable business model and customer base, albeit with a primarily Swedish footprint.
• Martin & Servera: Largest foodservice distributor in the Nordics (Norway/Sweden), supplying restaurants, hotels, and catering with broad-line groceries, meat, and beverages — direct competitor for Wulff & Co's B2B premium/wholesale niche.
• Servicegrossistene AS: NorgesGruppen-owned Norwegian foodservice wholesaler distributing groceries, meat, and specialty products to restaurants, canteens, and catering — a directly comparable B2B foodservice competitor operating in the same Norwegian market.
• Erling Haug / Haug-Gruppen: Norwegian broadline wholesaler and distributor of foodservice products including meat, groceries, and kitchen supplies — competing with Wulff & Co for the same professional kitchen and HoReCa customers in Norway.

Emerging players

• Royal Food Import: Norwegian/Scandinavian importer and wholesaler of specialty and ethnic food products for HoReCa and retail — comparable as a specialty/import-focused distributor competing in the same international and premium ingredient category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wulffco

Revenue estimate

Valuation estimate

Number of profiles

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 Wulff & co AS