We're creating the easiest, most reliable way to buy and sell wholesale food & beverage – while removing friction and waste from the global supply chain.
It all started with Matt Watson, who owns Foxton Fizz, the iconic soft drink brand.
One day he got tired of the mess caused by receiving orders in garbled texts, phone calls at all hours and emails lost in spam.
Matt started Upstock as a side project – software to simplify his wholesale orders. It ended up transforming his business.
Before too long, lots of his customers wanted to use it too. Things were getting serious. So Matt contacted his friend Philip Fierlinger (who co-founded Xero) to help out.
Philip discovered it was a super fun problem to solve, getting to work with awesome people who ran his favourite brands, cafes, bars, and restaurants. Plus, it was an enormous business opportunity that could vastly improve the food & beverage supply chain around the world.
Philip contacted his friend Duncan Ritchie (former CPO at Xero) and together they co-founded Upstock.
Then the business and the team started growing...
We're focused on having fun, building finely crafted software, growing a business we love for customers we adore.
We aim to remove waste across the food & beverage supply chain, making it more efficient and economical for great products to reach a larger market.
We're filling a critical gap in the food & beverage industry – capturing key business data that's currently managed with random scraps of paper, texts, emails and phone calls. We're also improving communications and relationships between trading partners and within teams.
We're a lean and agile team in the traditional sense – small and nimble. Our product is the simplest software for the greatest value. We don't try to do everything. We aim to do as little as possible to make something extraordinary. We focus on what will have the biggest impact for the most people.
Reach out and say hello.
That is the true definition of success. Enjoy the journey, follow your instincts and dreams. Your ultimate job is to make your job the best, most inspiring, rewarding, enjoyable job of your life. When that happens, our entire customer experience is infused with joy and purpose.
There is no “right” answer to any problem. There are infinite ways to succeed – be curious, creative and resourceful. We seek diverse people and ideas that expand and challenge our thinking, to inspire new ways of doing things. We share our insights to show each other what’s possible.
Ultimately customers want one magic button that does everything for them, with just one tap. Our job is to make technology invisible so the only thing left is an experience so simple and obvious it seems magical.
Financial growth is essential for success and can be achieved on a very large scale, but to achieve that we will never violate our basic principles of dignity, respect, integrity, decency, fairness and kindness. Money is the reward for creating value in people’s lives, it should never come from exploiting people.
Our platform enables customers to simplify their lives and grow their businesses. It also enables waste minimisation, sustainable production and transport reduction – at scale. We use minimal resources to create extraordinary results.
We're all humans with emotional needs, idiosyncrasies and imperfections. Be kind to everyone, including yourself. Pace yourself, it's a long road with lots of twists and turns. We assist you with mentors, coaches and counselling.
We've attracted top investment firms and top founders who back our vision and the massive opportunity we've unlocked.
Contact us if you're a wholesale investor interested in an opportunity to back our mission.
