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Top 50 - 2011

24. BiRite Foodservice

Brisbane, CA
Year founded: 1966
Chairman: Bill Barulich
President: Steve Barulich
Web site:

2010 calendar year sales: $271,670,000
2009 calendar year sales: $285,130,000
Group affiliations: DMA, UniPro Foodservice

  • 1 distribution center
  • 238,000 total warehouse square footage
  • 40 tractors, 48 trailers, 2 bobtails
  • 42 DSRs, 7 ISRs
  • 3,000 accounts
  • 75% of total sales are to traditional broadline foodservice
  • Foodservice sales split: 65% commercial, 35% noncommercial
  • 75% of commercial sales are to street accounts (2,300 average order size), 25% to multiunit ($4,400average order size)
  • $500 street order minimum
  • 12,250 SKUs: 40% national brand, 40% group label, 20% private label
  • Product categories:  Canned/dry 35%, frozen 25%, center of the plate 15%, paper/disposables 15%, equipment & supplies 10%

BiRite Foodservice saw a 4.56% decline in 2010 to $271.7 million from adjusted 2009 sales of $285.1 million. The company services some 3,000 accounts throughout northern California and East into Reno, Nevada, from its San Francisco-area distribution center. Strong in street business, BiRite does three-quarters of its sales in this segment. On the noncommercial side, military is a strong suit, with 20% of noncommercial sales done there. BiRite in 2010 reduced its street sales force by 5%. With the economic recovery beginning to take hold, it plans to add back the 5% to its DSR ranks this year, says Mike Pendergast, vice president of sales and marketing. Over the past few years, BiRite has developed an extensive line of “green” and organic products. Major initiatives in the works for this year are the addition of fresh seafood and fresh produce to its product line. The company targets a 15% growth in street sales this year, and a 5% gain in multiunit sales.