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Carlin O’Brien Becomes Carlin Group

Carlin Group CEO

Last updated on June 14th, 2024 at 10:07 am

Carlin O’Brien, a privately owned full-service brokerage and member of BeaconUnited, is changing its name to Carlin Group—a name change the company says better reflects the regional CPG sales and marketing agency it has become. The news comes as Carlin Group participates in this year’s National Association of Convenience Stores and the National Frozen and Refrigerated Association shows, currently taking place in Las Vegas and Dallas, respectively.

Carlin Group says its first-class service model continues to shine under the growing spotlight on their business. Headquartered in the Chicago area, Carlin Group now has more than 300 employees serving the Midwest region handling manufacturers’ brands in multiple categories.

“As the company has grown through the years, the driving factor behind our brand diversity has been to create scale and solutions for clients regionally,” said Carlin Group CEO Brad Carlin.

According to Carlin, the new name does not signify a radical change within the company. Instead, the change and rebranding represent a brand refresh as opposed to an overhaul. The company says it continues to operate under the same basic pillars on which it was founded—including integrity across the board.

“Our future is to continue to invest in our company and to serve our clients,” said Jeff Mahler, president of Carlin Group. “Our expansive growth over the last decade has cemented the level of excellence we are known for throughout the region. We are an innovative solution provider. Now that we’re able to offer a full portfolio of analytics, we’ve only improved our best-in-class processes and customer service.”

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Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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