Overview

Affinity Group is a North American food sales and marketing agency that works as a broker to help brands grow in both foodservice and retail channels. It provides sales strategy, culinary support, store-level merchandising and planning, plus category management and consumer-trend insights. The company leverages data and analytics to guide decision-making and deliver real-time results for clients, with divisions for foodservice and retail offering tailored solutions such as menu development, marketing insights, and perishables brokerage. It differentiates itself through its dual-channel focus, a track record of acquisitions to broaden reach (Matrix Sales & Marketing and Jon Morris & Co.), and ongoing data integration and AI enhancements through a partnership with Mascari NXT. Its goal is to drive sales growth and stronger brand performance for client brands across the North American market by turning data and market insights into practical sales and merchandising plans.