Metcash Limited (ASX: MTS) has appointed Bruce Sabatta as Chief Executive Officer of its recently merged Foodservice & Convenience business. He starts 2nd March 2026.
The move signals a new chapter for Australia’s wholesale distribution giant. Sabatta brings 30 years of experience spanning foodservice, manufacturing, and FMCG brands.
He replaces Craig Phillips, who founded Superior Foods. Phillips transitions to an advisory role after 34 years in the business.
Proven Track Record at Primo Foods
Sabatta spent six years as Chief Operating Officer at Primo Foods, owned by Brazilian beef giant JBS.
During his tenure, he oversaw the transformation into a scaled $1.3 billion revenue operation. The company delivered substantial earnings growth under his leadership.
 
Bruce Sabatta [AMIC]
Primo Foods ranks as Australia and New Zealand’s largest deli meats and food manufacturer. The business employs over 2,500 people across multiple sites.
His responsibilities included leading complex operations across multiple product lines and brands. He managed strategic planning, supply chain operations, and business development.
Before Primo, Sabatta held senior roles at Allied Mills and Goodman Fielder. His expertise covers retail, commodities, agriculture, and food manufacturing.
Superior Foods Integration Complete
Metcash completed its $412.3 million acquisition of Superior Foods in April 2025. The deal cemented Metcash’s position as Australia’s largest food wholesaler to independent businesses.
Superior Foods merged with Campbells, C-Store Distribution, and Independent Grocers. The consolidated entity now operates as Foodservice & Convenience.
This division serves quick service restaurants, corporate caterers, petrol forecourts, convenience stores, and smaller distributors. The business handles approximately 15,000 SKUs through a network of 600 suppliers.
Grant Ramage, CEO of Metcash Food, praised the appointment.
“We are pleased to have Bruce join us as CEO of our recently merged Foodservice & Convenience business,” Ramage said. “He is a high-calibre executive with a strong track record of success.”
Ramage thanked Phillips for his outstanding contribution. “His leadership, industry expertise and entrepreneurial drive have been instrumental in shaping both Superior Foods and the newly created Foodservice & Convenience business.”
Phillips Moves to Strategic Advisory Role
Phillips founded Superior Foods in 1992. He grew it into Australia’s third-largest foodservice distribution business before selling to Metcash.
He expressed pride in the business evolution after 34 years. “It is the right time to take a step back,” Phillips said.
Phillips will support the business transition. He’ll assist with Sabatta’s onboarding and maintain key customer relationships. He’ll also help identify merger and acquisition opportunities.
“I would like to warmly welcome Bruce and have confidence that he will help drive this business to even greater success,” Phillips said.
Booming Foodservice Market Creates Growth Opportunity
The appointment comes as Australia’s foodservice market experiences strong growth. The sector reached $67.3 billion in 2025 and projects growth at 11.4% annually through 2030.
Digital transformation accelerates across hospitality. Online food delivery reached $22.5 billion in 2025, growing 7.5% annually.
Consumer spending on dining out hit $160 per week in 2022. The proportion of food budgets spent eating out jumped from 13.7% in 2021 to 30.3% in 2023.
Quick service restaurants account for the largest market share. However, full-service restaurants showed 18% growth during 2019-2022 as they added vegan, gluten-free, and healthier options.
Delivery services now represent 30% of total restaurant sales. Over 5.5 million Australians actively order food online.
Recent Business Wins Signal Momentum
The Foodservice & Convenience division secured major contracts in recent months.
Superior Food Services won a five-year national contract with The Coffee Club worth $55 million annually. The deal supplies 210 stores across Australia.
Metcash Convenience Store Distribution received Supply Chain Partner of the Year 2025 at the Chevron Supplier Forum.
Metcash Food now supplies all major petrol and convenience operators in Australia.
The division held its first combined national sales conference in November 2025. Sales teams from Superior Foods and Campbells came together for the inaugural event.
Primo Foods and Envirochoice won 2025 category awards for collaborative partnerships at the conference.
Strategic Priority for Metcash
The Foodservice & Convenience business represents a key pillar in Metcash’s growth strategy.
Metcash reported full-year results in June 2025 showing revenue growth of 8.9% to $17.3 billion. Food sales excluding tobacco jumped 17%.
The company’s diversification beyond traditional supermarket wholesale reduces reliance on any single channel.
Ramage highlighted this strength: “It’s exciting to see the success of our Foodservice & Convenience business, winning new business and being recognised for great service by our customers.”
He noted the division demonstrates resilience and growth opportunities for a larger, more diversified Metcash Food.
What This Means for the Industry
Sabatta’s appointment reflects increasing professionalisation in foodservice distribution. His manufacturing and operational background suits a business requiring supply chain excellence and efficiency.
The transition from founder-led to professional management often signals a business entering its next growth phase. Phillips built the platform. Sabatta’s job involves scaling it further.
His experience transforming Primo Foods from an established operation into a $1.3 billion enterprise provides relevant experience. He knows how to drive growth while maintaining operational discipline.
The foodservice distribution sector remains fragmented. Consolidation opportunities exist as smaller operators struggle with rising costs and complexity.
Metcash’s scale advantages in procurement, logistics, and technology create competitive moats. The right leadership can maximise these benefits.
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Looking Ahead
Sabatta faces immediate priorities in his new role. Integrating four distinct businesses under one banner requires cultural alignment and operational standardisation.
He must maintain service levels during consolidation. The division serves thousands of customers across diverse segments. Any disruption risks losing accounts.
Growth opportunities include expanding the customer base, increasing wallet share with existing clients, and leveraging technology for efficiency gains.
The rising foodservice market provides tailwinds. Consumer preferences shifting toward out-of-home dining support demand growth.
Metcash shares trade around $3.50, giving the company a market capitalisation near $3 billion. The Food division contributes the largest share of group earnings.
MTS Price Chart [ASX]
Analyst consensus rates Metcash as a Hold with target prices ranging from $3.50 to $4.25.
The company declared a final dividend of 9.5 cents per share in FY25, beating analyst forecasts.
