Servicegrossistene As

What Servicegrossistene As does

Servicegrossistene AS is a Norwegian foodservice wholesale cooperative headquartered in Råde, founded in 1962 (originally as Norsk Dypfryst, renamed in 1992). It operates through 14 independently owned regional wholesalers that collectively cover all of mainland Norway plus Svalbard and offshore installations, supplying frozen, fresh, dry, and non-food goods to the HORECA segment (restaurants, hotels, canteens), public sector customers, the fast food industry, and offshore/maritime operators. Each member wholesaler owns and operates its own warehouse, sales force, and delivery fleet, while the central organization coordinates branding, procurement partnerships, and digital infrastructure.

The cooperative runs the sg.no B2B e-commerce platform, which provides customer-specific pricing and integrates electronically with suppliers via EDI. Logistics capabilities include cold-chain handling and an investment program in biogas and electric delivery trucks, with all 14 members holding Miljøfyrtårn environmental certification. Group-level purchasing cooperation with Reitangruppen (since 2013) and a partnership with NHO Reiseliv (since 2008) extend the group's commercial reach.

Revenue is generated through wholesale margin on goods distributed to business customers under individually negotiated pricing terms. The cooperative does not publish financial results; independent estimates indicate a mid-to-large Norwegian foodservice wholesaler by headcount (501-1,000 employees). Recent strategic activity has focused on consolidation of the eastern region via the 2021 merger of Servicegrossisten Øst, geographic extension through Servicegrossisten Nord in 2023, and modernization of the brand identity.

Name

Servicegrossistene As

Legal name

Servicegrossistene AS

Website

https://sg.no

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Servicegrossistene AS is a Norwegian foodservice wholesale cooperative, founded in 1962, operating 14 independently owned regional wholesalers serving HORECA, public sector, offshore/maritime, and fast food customers across Norway including Svalbard, via the sg.no B2B e-commerce platform.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Other Grocery and Related Products Merchant Wholesalers (42449), Merchant Wholesalers, Nondurable Goods (424)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Regional/Local Broadline Foodservice Distributors (AFAIAAAB)

akta.pro secondary industries

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC), Private-Label / Own-Brand Broadline Distributors (AFAIAAAI), Organic & Natural Foodservice & Restaurant Supply Wholesale (AFAIAJAJ), Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)

Keywords

• Foodservice wholesale
• HORECA distribution
• Professional kitchen supply
• B2B food distribution
• Wholesale grocery supply

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Servicegrossistene generates revenue by selling a broad assortment of food and non-food products to professional kitchens (hotels, restaurants, canteens, catering, public institutions, offshore) at agreed-upon prices. Products include fresh produce, frozen goods, dry goods, alcoholic beverages, non-food, and specialty items. Revenue comes from the margin between wholesale purchase price and retail (to business) selling price. Customers have individual pricing agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Servicegrossistene AS is a Norwegian foodservice wholesaler that sells a broad assortment of food and non-food products to professional kitchens — including hotels, restaurants, canteens, catering companies, public institutions, and offshore/maritime operators. Products span fresh produce, frozen goods, dry goods, alcoholic and non-alcoholic beverages, and specialty items. The offering is delivered through 14 independently owned local wholesalers and the sg.no B2B e-commerce platform, with customer-specific pricing and a refrigerated delivery fleet.

Product overview

Servicegrossistene operates as a nationwide wholesale chain with 14 independent food service distributors covering all of Norway, including Svalbard and offshore markets. The core product is the sg.no online store platform for business customers (hotels, restaurants, canteens, catering companies, public institutions, and offshore operations) to order food and beverage supplies. The offering is structured around a comprehensive product range organized into distinct categories: the main sg.no Nettbutikk for ordering, the Godt Kjøp value line for discounted items, the Fantastisk Fersk fruit and vegetable concept, and the Gourmet Magazine for industry content. Products span fresh, frozen, ambient, and non-food categories with over 25 product category groupings including meat, fish, dairy, produce, dry goods, beverages, and cleaning supplies. The company serves as a full-range wholesaler providing total delivery of dry, chilled, and frozen goods to service and catering businesses across Norway.

Differentiator

Problem solved

Functional benefit

Brands

• Fantastisk Fersk: Fruit and vegetable concept featuring seasonal tips and inspiration for professional kitchens.
• Gourmet
• Godt Kjøp

Products and services

• sg.no Nettbutikk
• Godt Kjøp (Good Buy)

Quantifiable outcome

• Over 2,500 customers served weekly by SG Øst alone
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor, core and major.

• Branseavtalen for reduksjon av matsvinnminorStrategic or Co-development Partner · 1 January 2020Servicegrossistene is a signatory to the industry agreement for reduction of food waste, supporting their goal of reducing food waste by 50% by 2030.
• Etisk Handel NorgecoreStrategic or Co-development Partner · 1 January 2015Servicegrossistene reports its sustainability progress to Etisk Handel Norge to ensure quality, credibility and advancement in responsible business practices. This supports their due diligence approach to respecting people, communities and environment across the supply chain.
• ReitangruppenmajorStrategic or Co-development Partner · 1 January 2013In 2013, Servicegrossistene entered into a strategic purchasing cooperation with Reitangruppen to offer the best possible terms for customers.
• NHO ReiselivmajorGTM or Marketing Partner · 1 January 2008In 2008, the purchasing chain NHO Reiseliv entered into an agreement with Servicegrossistene, enabling more professional kitchens to receive food with extra service. This partnership provides purchasing benefits for members of the NHO Reiseliv purchasing chain.
• SystemkjøpmajorChannel Partner/ Reseller/ Distributor · 1 January 2008Systemkjøp is an purchasing chain established in 2008 to give independent businesses access to joint purchasing benefits. Membership provides access to better pricing through collective buying power.
• Initiativ for etisk handel (IEH)coreStrategic or Co-development Partner · 1 January 1962Servicegrossistene is a member of Initiativ for etisk handel (IEH), working for trade that promotes human rights, worker rights, development, and environmental responsibility. The company reports its sustainability progress to Etisk Handel Norge (Norwegian Ethical Trade Initiative) to ensure quality and credibility.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Bidfood: UK-based foodservice wholesaler serving HORECA, healthcare, education, and public sector with broad assortment and own delivery fleet. Comparable in product breadth, customer segments, and B2B e-commerce platform; primarily serves the UK rather than Norway.
• Servera: Swedish foodservice wholesale group serving restaurants, public sector, and convenience food across Sweden. Comparable in HORECA and public sector focus, broad assortment wholesale, and B2B e-commerce ordering platform; primarily serves Sweden rather than Norway.
• Menigo Foodservice: One of the largest foodservice wholesalers in Sweden, serving restaurants, fast food, and public sector with broad assortment. Comparable in product breadth, HORECA focus, and decentralized regional distribution, but operates primarily in Sweden rather than Norway.
• Eurocash Group: Largest Polish foodservice and wholesale distribution group, supplying HORECA and small retail with broad assortment and nationwide logistics. Comparable in decentralized regional wholesale structure and HORECA focus; primarily operates in Poland.

Broad incumbents

• Axfood: Major Swedish food retailer and wholesaler with a dedicated foodservice arm serving restaurants and public sector. Comparable in foodservice wholesale activity and Nordic geography, but operates as a broader retail/wholesale group rather than a foodservice specialist.
• Coop Norge: Major Norwegian retailer with a foodservice/wholesale arm serving HORECA and institutional customers. Comparable in Norwegian HORECA supply and broad assortment distribution, though Coop is primarily a retail group with foodservice as part of a wider portfolio.
• Sysco Corporation: World's largest broadline foodservice distributor, serving restaurants, healthcare, education, and hospitality across North America and internationally. Comparable in HORECA and institutional customer base, broad assortment model, and own-fleet distribution.

Direct peers

• ASKO: Norwegian broadline wholesaler owned by NorgesGruppen, supplying grocery and foodservice products to retail and HORECA customers across Norway. Comparable to Servicegrossistene in broad assortment wholesale, B2B customer base, and nationwide coverage.
• Martin & Servera: Largest foodservice wholesaler in Norway, serving hotels, restaurants, canteens, and catering with broad assortment and nationwide distribution. Directly comparable to Servicegrossistene in core product offering, target customer (HORECA), and nationwide service model.
• METRO Cash & Carry Norway: International cash-and-carry and foodservice wholesaler with operations in Norway, serving HORECA and small businesses with broad assortment. Directly comparable to Servicegrossistene in customer segment, assortment breadth, and delivery-led wholesale model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/servicegrossistene

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Servicegrossistene As