Culitrade has emerged as a young but growing food-service equipment marketplace for 130 suppliers. Currently, the site claims to sell to a buying group of more than 50 dealers.
Launched in 2023 by SEFA — the Supply & Equipment Foodservice Alliance of food-service supply and equipment manufacturers and dealers — Culitrade.com’s strategy is to provide a more level playing field for small and mid-size dealers ranging from about $15 million to $250 million in annual sales, says Rachel Weaver, SEFA’s chief business development officer.
What does Culitrade sell?
Culitrade’s suppliers provide products ranging from kitchen equipment, food processing and refrigeration to front-of-the-restaurant items such as glassware. Its dealers include offline cash-and-carry locations and those that specialize in equipping schools or hospitals.
Culitrade works with digital agency Aspirant Digital to help smooth out its digital commerce development. It runs on the NetSuite SuiteCommerce software platform. NetSuite SuiteCommerce provides data integration for managing commerce across multiple offline and online channels.
Who Culitrade works with
Not all SEFA dealers are directly involved yet with ecommerce transactions. For example, some may still handle orders through phone or email. Regardless, the Culitrade team will help them run their businesses in various ways while also helping them transition to ecommerce, says Maris Hauck, Culitrade’s director of ecommerce.
“We’re going to meet our dealers where they’re at,” Hauck says.
She adds that the Culitrade marketplace was developed to help SEFA members more quickly participate in ecommerce and receive help with such operations as setting up online SKUs and pricing, running web advertising campaigns, and generating online traffic.
Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. paul@digitalcommerce360.com.
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