BiRite Foodservice Distributors
Maintaining and Growing A Bay Area Family Legacy

Victor Barulich laid the foundation for BiRite Foodservice Distributors over 56 years ago to provide complete food service solutions to the Greater Bay Area restaurant community. Today, BiRite’s day-to-day operations are run by Victor’s three grandsons who believe in the same mission as their grandfather…provide the best customer service by offering a variety of quality products with timely deliveries at competitive prices. Built on longstanding relationships within the industry, this third generation, family-owned business, is a bay area legacy.

It's BiRite’s customer-centric approach to problem solving that contributes to their success. “We empower our employees to make decisions on their own. Everyone takes responsibility and a sense of ownership within our organization for maintaining a high level of customer service”, says Bill Barulich, CEO of BiRite.

In the face of recent inflation and rising supply costs, BiRite helps its operators maintain their own customer base and remain competitive. BiRite partners with its operators and engages in open dialogue to implement cost-effective solutions regarding menu items, sourcing challenges and menu costing without increasing labor expenses. For instance, a fine dining restaurant in San Francisco sought advice from BiRite on enhancing customer satisfaction while reducing costs. Collaborating with a team of sales reps, specialists, and manufacturers, BiRite developed an affordable solution to introduce new products without compromising quality. It then deployed its specialists to train the back and front of the house on the new items. Restaurant owners were pleased with the solutions, and their customers liked the improved menu offerings. In another instance, when restaurant operators launched a new facility, the executive chef at BiRite guided them in culinary arts and restaurant management, including menu sourcing and food cost.

“BiRite is a partner and a resource to our customers,” says Aaron Barulich, President of BiRite. “We have a talented and experienced staff with many years in the industry. Culture is important within BiRite and our relationships among our supplier community ultimately help our customers succeed”. Without a great deal of hierarchy, one can easily see that BiRite is a nimble company that can make decisions within days…not weeks. Leveraging relationships, BiRite has been able to respond to product shortages that have caused a strain on the industry. “We are a quick, responsive company,” says Aaron. “Fulfilling the needs of our customers is a top priority”.

CFO, Zack Barulich, points out that “Interaction with our customers is really important. Everyone is pulling in the same direction, from sales to the delivery and all of the moving parts in between like purchasing, credit, and warehousing. BiRite is really proud to be a part of this community. Everyone is happy to engage with our customers. Even my dad, the CEO.”

BiRite believes in the strength of nationally branded products and locally sourced offerings. It supports various non-profit organizations and encourages its employees to volunteer.

BiRite listens with empathy and understanding to the needs of its customers and the challenges they are faced with day in and day out. Along with its skilled and agile salesforce, BiRite shares the same entrepreneurial spirit, passion and drive as any independent restaurateur that wishes to succeed in this industry. Its sales representatives and in-house specialists are always ready to help customers with issues that cannot be solved at the grassroots level. From kitchen builds to menu costing, BiRite’s team has decades of experience.

BiRite is a well-rounded distributor offering fresh produce, custom cut meats and next-day seafood. Additionally, BiRite’s recent acquisition of Pacific Gourmet has helped to round out the “best” category for imports, fine chocolates and other top notch ingredients. BiRite is optimistic about the future and is all set for further expansion.