Affinity Group

What Affinity Group does

Affinity Group is a North American sales and marketing agency headquartered in Depew, United States, founded in 2014. The company provides field-based sales representation and marketing services to consumer brands operating across three primary food industry channels: foodservice, retail, and convenience. With a workforce of 501-1000 employees, Affinity Group operates as a B2B professional services firm, generating revenue through agency service fees for sales execution, brand marketing, retail merchandising, and customer engagement delivered through its own dedicated field sales force.

On January 13, 2026, Affinity Group acquired Mascari NXT, an AI and data integration company, which now operates as a wholly-owned subsidiary under the brand 'Mascari NXT, An Affinity Group Company.' This acquisition introduced AI-driven analytics capabilities focused on pre-call planning, pipeline prioritization, and territory coverage optimization, layered on top of the company's existing human field sales expertise. The combined entity claims to have expanded its customer reach by more than 50% across all three food industry channels.

Affinity Group's go-to-market motion is enterprise field sales, targeting food industry brands directly through its sales force rather than through indirect channels. Pricing is not publicly disclosed and is likely quote-based and customized per engagement. The company positions itself as a first-to-market provider of AI-augmented selling capabilities within the food vertical, differentiating through the combination of proprietary AI analytics and established field sales expertise. No disclosed revenue, funding history, ownership structure, or named customer relationships are available in the source material.

Name

Affinity Group

Website

https://affinitysales.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Affinity Group is a North American B2B sales and marketing agency serving foodservice, retail, and convenience food industry brands with field-based sales representation enhanced by AI-driven analytics acquired through Mascari NXT.

Ownership category

akta.pro rank

Product category

Food Industry Sales and Marketing Agency Services

NAICS

All Other Specialty Food Retailers (445298), Food and Beverage Retailers (445)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Member-Owned Food Cooperatives (CRAHALAA)

Keywords

• Food sales agency
• Foodservice marketing services
• Retail sales representation
• Field sales execution
• CPG channel distribution

Headquarters

HQ city

Depew

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sales and Marketing Agency Services: Affinity Group operates as a North American sales and marketing agency, providing field-based sales expertise and services to retail and foodservice brands. Revenue is generated through agency service fees for sales and marketing services delivered to consumer brands across the food industry.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Affinity Group is a North American sales and marketing agency that delivers field-based sales representation, brand marketing, and retail execution services to consumer brands in foodservice, retail, and convenience channels. Following the acquisition of Mascari NXT, the agency also provides AI-driven analytics and data integration capabilities to improve pre-call planning, pipeline prioritization, territory coverage, and overall sales accuracy and growth for its food-industry clients.

Product overview

Affinity Group operates as a unified sales and marketing agency with two primary offerings: its core field-based sales expertise serving retail and foodservice brands across North America, and Mascari NXT, an acquired AI and data integration platform that adds AI-driven analytics and integration capabilities to enhance pre-call planning, pipeline prioritization, and territory coverage across foodservice, retail, and convenience channels.

Differentiator

Problem solved

Functional benefit

Brands

• Mascari NXT, An Affinity Group Company: AI and data integration subsidiary operating under Affinity Group, specializing in AI-driven analytics and integration platform for sales optimization

Products and services

• Affinity Group Field Sales and Marketing Agency Services Outsourced North American field-based sales representation, brand marketing, and retail execution services delivered to consumer food brands across foodservice, retail, and convenience channels. Designed for brands that need scale and channel expertise without building an internal sales force.
• Mascari NXT AI-Driven Sales Analytics and Data Integration Platform AI-driven analytics and data integration platform that supports pre-call planning, pipeline prioritization, territory coverage, and operational efficiency for field sales teams selling into foodservice, retail, and convenience channels. Delivered as part of the Affinity Group agency offering following the Mascari NXT acquisition.

Quantifiable outcome

• 50%+ expansion in customer reach
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Mascari NXTcoreStrategic or Co-development Partner · 13 January 2026Affinity Group acquired Mascari NXT, an AI and data integration company, to enhance its AI-powered selling capabilities across the food industry. Mascari NXT will operate as a subsidiary under Affinity Group, combining the latter's field-based sales expertise with Mascari NXT's AI-driven analytics and integration platform. The acquisition is expected to expand customer reach by more than 50%.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Advantage Solutions: Large North American sales and marketing agency serving consumer packaged goods brands across retail, foodservice, and other channels. Most direct competitor to Affinity Group in the food broker / agency space, with broader scale and public-company visibility.
• Acosta Group: Major North American sales and marketing agency focused on CPG and food brands across retail and foodservice channels. Closest head-to-head competitor to Affinity Group in the food industry sales agency market.
• National Sales Solutions: Retail broker and merchandising services provider to consumer packaged goods brands across food and other categories. Comparable field-sales and retail execution service model for mid-market CPG brands.
• TPN (The Partnership Network): Retail and shopper marketing agency serving CPG brands including food categories with field execution, digital, and analytics capabilities. Comparable agency model and customer profile.
• CROSSMARK: Sales and marketing services company providing retail execution, merchandising, and in-store services to CPG brands, with strong food industry presence. Directly comparable go-to-market and customer base to Affinity Group.
• The Integer Group: Omnicom-owned retail and shopper marketing agency with strong food and beverage industry focus. Comparable shopper-marketing and in-store execution service offering for CPG brands.
• The Mars Agency: Shopper marketing and commerce agency focused on CPG brands, with strong food and beverage category expertise. Comparable agency model delivering promotional, retail, and shopper marketing services to food manufacturers.
• Daymon Worldwide: Global retail brand-building and sales agency focused on private label and branded food categories. Comparable vertical specialization in food retail sales and marketing services.

Emerging players

• Pattern: Tech-enabled Amazon and ecommerce accelerator that helps brands accelerate online sales with proprietary data and analytics. Comparable use of data-driven analytics to drive brand sales, but focused on ecommerce rather than brick-and-mortar food channels.

Broad incumbents

• Advantage Sales & Marketing (legacy): Predecessor brand name to Advantage Solutions, historically one of the largest food broker networks in North America. Useful comparability reference for Affinity Group's mid-market positioning versus scale incumbents.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/AffinityGroupFS
• Facebookfacebook.com/affinitygroupsales
• LinkedInlinkedin.com/company/agfoodservice

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Affinity Group