Scale with soul
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When Paul and Sarah Sanders, alongside Ron Walker launched The Provedores in 2016, there was no grand plan for the size of the business. Just a clear idea of how they wanted to operate.
At the time, the family was living in Sydney. Paul was working in corporate food manufacturing, while Sarah was in food imports. But as their children approached school age, and the pull back to Sarah’s childhood base of Coffs Harbour grew stronger, they made the decision to step away from corporate life to build something of their own.
Food had always been part of the picture. Paul, a trained chef, had built his career across kitchens, food manufacturing and food sales. Sarah grew up around hospitality, working hands-on in family-owned pubs and later in foodservice distribution through Coffs Provedores – a Countrywide Member business she operated alongside her father, Michael Rowles, and Ron Walker.
Together, that shared experience across hospitality, distribution and independent foodservice shaped the way The Provedores was built from day one – practical, relationship-driven and grounded in what customers actually want.
The Provedores owners, Ron Walker, Sarah and Paul Sanders, bring more than 80 years of combined experience in food and hospitality.
From day one, prioritising customers
The business was fast off the mark. Countrywide needed an independent distributor to service QSR group, Subway in the region. Paul and Sarah stepped in, and on 31st October 2016, the first Provedores truck rolled out the gate.
From day one, Countrywide membership provided buying power and support, but independence allowed the business to be nimble and responsive. In the early years, without large teams or layered systems, the focus was simple: do whatever it took to look after customers.
“If someone needed something urgently, we found a way to make it happen,” Paul says. “The priority was always making sure our customers were looked after.”
The Provedores Family – part of the over 250 team members across Coffs Harbour, Newcastle, Byron Bay and Tamworth.
A connected network to suit customers’ needs
That service-first mentality laid the foundation for the company’s organic growth. Rather than expanding city-to-city, The Provedores built a connected network across regional New South Wales – linking depots in Coffs Harbour, Tamworth, Byron Bay and Newcastle, with meat processing facilities in Dubbo and Coffs Harbour.
“We didn’t want isolated sites,” Paul explains. “We wanted a territory that made sense.”
A move into meat processing followed the same thinking.
“The centre of the plate matters most to chefs,” Paul says. “Being more involved there meant we could support them with better consistency and reliability.”
By bringing more of the supply chain in-house, The Provedores gained greater control over quality and consistency – and greater accountability to their customers.
The Provedores delivering to Coffs Harbour’s iconic Big Banana – supporting local venues and landmarks across the region.
Still hands on
Today, The Provedores employs more than 260 people across multiple sites – yet the founders remain firmly hands-on. Staff are the “Provedores family,” and the owners are still deeply involved in day-to-day operations.
“We don’t sit back and tell people to work harder. If a truck needs to go out, we work alongside them,” Paul says.
That culture is felt just as strongly by customers. Range decisions are driven by chefs, not head office. Sales teams operate collaboratively rather than by rigid territories. Egos are left at the door, and relationships are prioritised over rules.
The Provedores servicing the Country Music capital of Australia, Tamworth each and every day including the annual Tamworth Country Music Festival.
The Provedores supporting the local Coffs Harbour community including Coffs 6 aside.
Listening, then responding
“We don’t tell customers what they should buy,” Sarah says. “We listen to what they need.”
That listening-first approach has shaped a deep and flexible product range – from carrying multiple versions of the same staple to sourcing seasonal products like fresh truffles, even when margins don’t stack up.
“Our customers’ businesses are our businesses too,” Paul says. “ We’re here to support them, adapt to what they need, and make their jobs easier – because when they succeed, we succeed”.
Beyond service, The Provedores is also committed to minimising food waste and supporting communities in which it operates. Zero-waste initiatives help redirect near-expiry stock to customers at reduced cost or into local outlets, while community organisations and children’s breakfast programs are supported across the regions they serve.
When reflecting on the journey so far, Paul doesn’t point to infrastructure or expansion as his proudest moments.
“It’s how people come together when things get tough,” he says. “That’s when you really see what kind of business you’ve built.”
From one truck in 2016 to a multi-site NSW network today, The Provedores has grown quickly – but never at the expense of their values. For Paul and Sarah, success has never been about size alone.
It’s been about proving that you can scale a business without losing its soul.
The Provedores delivering to the Corindi Beach Hotel.
Sales & Operations Director, The Provedores