Alliance Sales & Marketing

What Alliance Sales & Marketing does

Alliance Sales & Marketing is a privately held, debt-free national food broker founded in 2004 in Charlotte, North Carolina by CEO Scott Anderson and four co-founders. The company acts as an intermediary between consumer packaged goods brands and U.S. grocery retailers, representing more than 1,000 CPG brands across 425+ retailers and approximately 45,000 stores. Its stated service portfolio spans headquarter and field sales, ecommerce, data insights, marketing, process and compliance optimization, retailer relationship management, and in-store retail support, organized around three go-to-market channels: Supermarket, Natural (via the Alliance Natural sub-brand), and Ecommerce.

The company differentiates on the strength of its retailer relationships and proprietary technology. The Alliance Insight Suite and Aisle+ Suite aggregate category intelligence from more than 70 retailers to support data-driven category reviews, shelf optimization, and promotional planning. Alliance Beyond is the company's proprietary omnichannel marketing platform, offering geo-targeted digital advertising, sponsored search, and shopper marketing. Alliance also operates Alliance Natural as a sister sub-brand focused on natural and organic CPG brands distributed through NCG, INFRA, and independent natural retailers.

Alliance's revenue model is service-based: as a food broker it earns professional services fees and brokerage commissions negotiated per client engagement, with pricing not publicly disclosed. Its customer base is concentrated in the U.S. CPG food and beverage industry and skews toward mid-sized brands seeking national or regional growth, supported by dedicated Client Success Managers. The company is founder-owned, has no disclosed external funding, and competes in a market where incumbents such as Advantage Solutions, Crossmark, and Acosta set the competitive baseline.

Name

Alliance Sales & Marketing

Legal name

Alliance Sales & Marketing

Website

https://alliancesalesinc.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Alliance Sales & Marketing is a privately held, debt-free national food broker founded in 2004 that represents 1,000+ CPG brands across 425+ U.S. retailers and 45,000+ stores, with proprietary data and omnichannel marketing platforms and a natural-channel sub-brand.

Ownership category

akta.pro rank

Product category

Food Brokerage Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

Keywords

• Food brokerage services
• CPG retail distribution
• Category management insights
• Omnichannel brand marketing
• Retailer relationship management

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Food Brokerage Services: Alliance acts as a food broker representing CPG brands to grocery retailers. They work with brands to negotiate placement, pricing, and promotional activities with retailers nationwide. As a food broker, they facilitate connections between food companies and grocery stores, handling new item setup, category reviews, and shelf optimization.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Alliance Sales & Marketing is a national food broker that represents consumer packaged goods (CPG) brands to grocery retailers, negotiating placement, pricing, and promotional activities across supermarket, natural, and ecommerce channels. The company delivers headquarter and field sales execution, category management, data-driven insights, omnichannel marketing, and retailer compliance support, using proprietary platforms (Alliance Insight Suite, Aisle+, Alliance Beyond) to connect brands with 425+ retailers across 45,000+ U.S. stores.

Product overview

Alliance Sales & Marketing is a national food broker offering a comprehensive suite of services for CPG brands seeking retail distribution and growth. The company's core offering centers on food brokerage services across three primary channels: Supermarket, Natural, and Ecommerce. This is supported by proprietary technology platforms including Alliance Insight Suite for data analytics and Alliance Beyond for omnichannel marketing. The service portfolio encompasses Headquarter & Field Sales, Ecommerce Services, Data Insights, Marketing, Process & Compliance Optimization, Retailer Relationship Management, and Retail Support. Alliance Natural operates as a dedicated sub-brand for natural and organic brands. The company leverages relationships with 425+ retailers across 45,000+ stores to connect CPG brands with retail opportunities nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Alliance Natural: Sister company focused on natural and organic food and beverage brands, serving natural/specialty food stores

Products and services

• National Food Brokerage Services Core national food brokerage service connecting CPG brands with retailers across supermarket, natural, and ecommerce channels through strategic relationships, data-driven insights, and sales execution. Includes new item setup, category reviews, shelf optimization, and promotional planning.
• Alliance Natural Dedicated natural and organic channel brokerage service for food and beverage brands, providing category expertise and strategic distribution through NCG, INFRA, and independent natural retailers including Whole Foods, Sprouts Farmers Market, and Bi-Rite Market.
• Alliance Insight Suite Proprietary data analytics platform providing real-time analytics and category intelligence from 70+ retailers, enabling CPG brands to make data-driven sales and marketing decisions.
• Alliance Beyond Proprietary omnichannel marketing platform that powers integrated marketing campaigns, geo-targeted digital advertising, sponsored search, and content creation for shopper marketing solutions.

Quantifiable outcome

• 425+ retailer partnerships nationwide
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Alliance NaturalcoreChannel Partner/ Reseller/ DistributorAlliance Natural is the dedicated natural channel division of Alliance Sales & Marketing, focusing on natural and organic food and beverage brands. While Alliance Sales & Marketing handles conventional supermarket channels, Alliance Natural specializes in NCG, INFRA, and independent natural retailers for coast-to-coast distribution.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Crossmark: Sales and marketing services firm headquartered in Plano, TX, providing retail execution, category management, and merchandising solutions to CPG manufacturers across grocery and mass channels, directly overlapping with Alliance's core supermarket and ecommerce brokerage offerings.
• KeHE Distributors: Specialty/natural channel distributor and broker that connects natural and organic CPG brands with retailers. Directly comparable to Alliance Natural's positioning in NCG, INFRA, and independent natural retailers.
• C.A. Fortune: Mid-sized national CPG sales, marketing, and brokerage agency headquartered in Chicago. Comparable scale and go-to-market model to Alliance with similar focus on emerging and mid-sized CPG brands across grocery, natural, and ecommerce.
• Daymon (Advantage Solutions subsidiary): Specializes in private label brand development and retail brokerage for grocery chains, now part of Advantage Solutions. Comparable to Alliance's grocery channel expertise with a stronger private-label focus.
• The Integer Group: Omnichannel commerce agency under Omnicom Commerce Group that provides shopper marketing, retail media, and brand activation services to CPG clients, mirroring Alliance Beyond's omnichannel marketing positioning.
• Retail Services & Systems: Retail merchandising and in-store execution services company supporting CPG brands in grocery, drug, and mass channels. Comparable to Alliance's retail support and merchandising service modules.

Broad incumbents

• Advantage Solutions: Publicly listed (NASDAQ: ADV) sales and marketing agency serving CPG brands across retail channels including grocery, where it competes head-to-head with Alliance on supermarket brokerage, category management, and retail media services. Advantage is materially larger and broader in scope.
• UNFI (United Natural Foods) Brokerage: Publicly listed natural and organic food distributor that also provides broker and retail services to CPG brands in the natural channel, overlapping with Alliance Natural's addressable market.
• Acosta: PE-owned (Clayton, Dubilier & Rice) national sales and marketing agency providing retail broker services to CPG brands across grocery, club, mass, and convenience channels. Acosta is one of Alliance's largest direct competitors in U.S. food brokerage.

Emerging players

• Repsly: Software platform for CPG field sales execution and retail merchandising. While not a direct broker competitor, it provides technology that competes with parts of Alliance's Headquarter & Field Sales and Retail Support service modules.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alliance-sales-&-marketing
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• Facebookfacebook.com/alliance-sales-marketing-445657265550132

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance Sales & Marketing