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Advantage To Acquire Tri-Venture Marketing

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Advantage Sales & Marketing LLC (ASM) today revealed its plans to acquire Tri-Venture Marketing Inc., “The Perishable Connection,” on Wednesday. Lakeland, Fla.-based Tri-Venture is a food brokerage company focused on meat, deli, bakery, produce, cheese, seafood and frozen clients and customers. Terms of the transaction were not disclosed.

“Tri-Venture has delivered best-in-class service to the perishables industry for more than three decades,” said ASM CEO Tanya Domier. “We are pleased to enhance our perishables service portfolio to include Tri-Venture’s expertise, talent and industry relationships.”

“The Tri-Venture acquisition represents a significant step forward in our plans for national coverage with very strong leaders and category expertise dedicated to the fresh business,” said ASM President and COO Mike Salzberg. “With our planned investments in category management and technology, Advantage Tri-Venture, along with earlier acquisitions of Action, Pryority and Program, puts this combined team in a position to compete at a very high level in the industry.”

Eugene Giddens and Jeff White, who previously served as CEO and president, respectively, will lead the new business unit that will operate as “Advantage Tri-Venture.”

“ASM has a strong foundation and reputation for outstanding service to clients and customers,” said Giddens. “ASM’s mission, vision and values are consistent with our company culture and our associates are thrilled to be a part of the ASM family. For 35 years, Tri-Venture has consistently delivered value for manufacturers, customers and associates. We are confident Advantage Tri-Venture will offer expanded services, leading technology and industry insights and will continue to drive growth for both our clients and customers.”

Tri-Venture is a leader in sales and marketing of perishable products, providing service to manufacturers of consumer perishable products. Tri-Venture operates seven offices predominantly in the Southeast. The acquisition, according to ASM, will enhance the ASM’s retail sales services in the perishables industry in the Southeast, Midwest and Caribbean. The new business unit, Advantage Tri-Venture, will continue to be based in Lakeland.

Founded in 1987, Irvine, Calif.-based ASM is a premier sales and marketing agency committed to building brand value for our clients and customers. ASM’s customized sales and marketing solutions include headquarter sales, retail merchandising and marketing services, specializing in client and customer events, publications and assisted-selling services for the grocery, drugstore, club, convenience, natural/specialty, consumer electronics, sporting goods and home center industries. ASM has more than 35,000 associates with offices located across the U.S. and Canada.

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