Advantage Sales & Mktg. to Launch Fresh-Focused Div.

Fueled by its planned acquisition of six companies that currently form a working alliance under the name of Action West Group, Advantage Sales & Marketing LLC (ASM) will launch a new division focused on retail meat, seafood, deli and bakery clients and customers.

“Action West will bring expertise to ASM that will enable us to provide our clients and customers with unparalleled service in the meat, seafood, deli and bakery arenas,” explained Sonny King, ASM chairman and CEO, and “establish ASM as a leader in the perishable industry.”

The new division of the national sales and marketing organization will operate as Advantage Action and will be headquartered in Foothill Ranch, Calif. Jeff Pakula, who previously served as president of Action West Group Southern California, will lead the new division.

“This opportunity enables us to maintain the singular focus we have always had on providing the very best perishable-focused retail and headquarter services, but to now do so with more dedicated resources and broader support from North America’s leading sales and marketing agency,” said Pakula.

Founded in 1987, the Irvine, Calif.-based ASM has more than 30,000 associates and 56 offices in the United States and Canada. 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.