AFFLINK
AFFLINK is a Tuscaloosa-based supply chain management organization and Performance Food Group subsidiary that connects 200+ manufacturers with 300+ independent distributors across North America via its proprietary ELEVATE platform, serving healthcare, hospitality, industrial, commercial, and government end-markets.
- Company typePrivate
- Founded1980
- HeadquartersTuscaloosa, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What AFFLINK does
AFFLINK is a Tuscaloosa, Alabama-based supply chain management organization that connects 200+ manufacturers with a network of 300+ independent distributors operating 437+ servicing locations across the United States and Canada. Founded in 1976 (per firmographic data; some sources cite 1980), the company operates as a subsidiary of Performance Food Group, Inc. (NYSE: PFGC) and serves as a group purchasing and distribution services organization serving healthcare, hospitality, industrial, commercial, and government end-markets. Named enterprise customers include Performance Food Group, American Red Cross, Zodiac Aerospace, and Essilor.
The company's core technology is the proprietary ELEVATE platform, which combines the ELEVATE Process consulting software (a web-based tool that quantifies cost savings across product, supply chain processes, and work-loading practices), the ELEVATE Marketplace (an eMarketplace offering 1,000,000+ products with real-time inventory), and ShopFront (a distributor-facing eCommerce portal marketing 250,000+ products). The platform is augmented with AI-powered predictive analytics, personalized recommendation capabilities, and blockchain-enabled supply chain transparency for transaction traceability. The technology stack includes Microsoft Azure Active Directory SSO integration for the member portal.
AFFLINK's business model is a hybrid group purchasing organization and managed services platform. Revenue is generated through transaction-based network participation (collective purchasing power, negotiated manufacturer rebates, group pricing), managed services including supply chain consulting, strategic sourcing, sales and marketing support, and membership dues across its distributor network. Pricing is not publicly disclosed and is quote-based, with multi-year contract cadences typical of enterprise procurement relationships. The company grew top-line network revenue by over $1 billion over a 24-month period ending in early 2024, making it the largest independent packaging group in the United States.
AFFLINK firmographics
Firmographics- Name
- AFFLINK
- Legal name
- Performance Food Group, Inc.
- Website
- https://afflink.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AFFLINK is a Tuscaloosa-based supply chain management organization and Performance Food Group subsidiary that connects 200+ manufacturers with 300+ independent distributors across North America via its proprietary ELEVATE platform, serving healthcare, hospitality, industrial, commercial, and government end-markets.
- Ownership category
- akta.pro rank
Where AFFLINK is headquartered
LocationHeadquarters
- HQ city
- Tuscaloosa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AFFLINK business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Network/Group Revenue Share: AFFLINK operates as a sales and marketing organization that connects manufacturers with independent distributors. Revenue is generated through collective purchasing power, negotiated manufacturer rebates, and group pricing arrangements across the network of 300+ distributors and 200+ manufacturing partners.
- Managed Services & Consulting: Revenue from providing strategic services including supply chain consulting, strategic sourcing, sales and marketing support, negotiating manufacturer rebates, and business process reinforcement through the ELEVATE platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | No publicly disclosed pricing tiers; services are quoted based on customer requirements and scope of engagement. |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
AFFLINK product offering
Product offeringCore offering
AFFLINK is a supply chain management organization that connects 200+ world-class manufacturers in packaging, janitorial, office, food service, safety, and MRO with 300+ independent distributors across the United States and Canada. The company provides procurement consulting through its proprietary ELEVATE platform, offers an eMarketplace with 1,000,000+ products, and delivers managed services including strategic sourcing, sales and marketing support, training, and business process reinforcement to end-user customers in healthcare, hospitality, industrial, commercial, and government sectors.
Product overview
AFFLINK is a supply chain management organization serving as the critical link between manufacturers and independent distributors. The core offering consists of the ELEVATE platform — a proprietary procurement analysis and consulting system — combined with the ELEVATE Marketplace for product sourcing. ELEVATE Process serves as the analytical dashboard that quantifies cost savings across procurement activities, while ELEVATE Marketplace provides the transaction layer with 1,000,000+ products and real-time inventory. ShopFront is a dedicated eCommerce portal for distributors with over 250,000 products. Blockchain technology is integrated for supply chain transparency and traceability. The platform is enhanced with AI-powered predictive analytics and personalized consulting capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- ELEVATE: AFFLINK's proprietary approach to the marketplace that moves the focus away from product and price to build a strong foundation centered around consultative selling, relationship building, and understanding end users' universal business needs. It is a web-based program that quantifies cost savings across product, supply chain processes, and work-loading practices.
- ELEVATE Marketplace
- ShopFront
- Sustainable Choices
Products and services
- ELEVATE Process Web-based proprietary procurement analysis and consulting platform that quantifies cost savings across product, supply chain processes, and work-loading practices. Analyzes end-user goals around cost, health and hygiene, image, productivity, and sustainability to help distributor members identify optimal solutions and strategic procurement decisions.
- ELEVATE Marketplace An eMarketplace platform integrated with personalized, AI-powered consulting. The marketplace connects buyers with 1,000,000+ products from AFFLINK's network of 200+ manufacturers, featuring real-time inventory availability and a single convenient procurement interface.
- ShopFront An e-commerce portal developed for AFFLINK distributor members that markets over 250,000 products online, providing integrated eCommerce solutions for distributors to enable online ordering and procurement functionality for their customers.
- Managed Services Strategic business reinforcement services for distributor members and customers, including marketing, sales, recruiting, and engagement support. Helps distributors strengthen operations and customer relationships.
- Training and Development Programs Strategic training and development programs for distributor members, including the Sustainable Choices certification program covering sustainability, corporate wellness, image, and life cycle cost reduction. Distributors undergo yearly training and testing to maintain certification.
- Creative Sourcing Services Strategic sourcing services that leverage AFFLINK's expansive network of 300+ distribution members and 200+ manufacturing partners to source products unavailable through other channels, including private branding capabilities and exclusive product access.
Quantifiable outcome
- $1 billion increase in top-line revenue over 24 months
- +4 more outcomes
Companies that use AFFLINK
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
AFFLINK technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability8 records
Feature5 records
AFFLINK partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Performance Food GroupcorePerformance Food Group is the parent company of AFFLINK. AFFLINK operates as an affiliate/subsidiary of Performance Food Group, providing supply chain management services. The privacy policy and terms of service are governed by Performance Food Group, Inc. headquartered at 12500 West Creek Parkway, Richmond, VA 23238.
- Manufacturing Partners (200+)coreAFFLINK connects 200+ world-class manufacturers in packaging, janitorial, office, food service, safety, and MRO as preferred suppliers with its network of 300+ independent distributors. Manufacturers benefit from access to the largest distribution network in the industry.
- Independent Distributors (300+)coreAFFLINK's network includes 300+ independent distribution experts across US and Canada with 437+ servicing locations. Distributors benefit from collective purchasing power, proprietary technology (ELEVATE, ShopFront), training, and access to 200+ manufacturer partners. The company reinvests collective skills, expertise, data, and resources back into the supply chain.
- US Green Building Council (USGBC)minorAFFLINK is a chapter member of the U.S. Green Building Council, demonstrating commitment to sustainable supply chain management and green procurement practices. The partnership supports LEED certification assistance for customers.
- BOMA (Building Managers and Owners Association)minorAFFLINK is a BOMA360 Ambassador, recognizing organizations dedicated to serving the commercial real estate industry. CIMS-GB and LEED Accredited Professionals on staff help customers navigate sustainability and achieve building certifications.
- ISSAminorAFFLINK executives participate in ISSA events and trade shows. Michael Wilson, VP of Marketing, is a member of ISSA and regularly provides industry guidance. ISSA membership supports professional development and industry networking.
- AbilityOne ProgramminorAFFLINK supports the AbilityOne Program, a federal initiative that creates employment opportunities for people with disabilities. The partnership enables AFFLINK to offer AbilityOne products through its distribution network.
- Triple F DistributingminorTriple F Distributing, headquartered in Oahu, Hawaii and founded in 1978 by Fred Salassa, recently became an AFFLINK member. The company provides over 4,000 items including restaurant and bar supplies, foodservice products, apparel, and green cleaning solutions to businesses throughout Hawaii.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
AFFLINK competitors and assessment
Company assessmentDirect peers
- HD Supply (now White Cap / Home Depot Pro): One of the largest industrial/MRO distribution networks in North America, serving maintenance, infrastructure, and non-residential customers. Highly comparable to AFFLINK's MRO, industrial, and facility maintenance categories with similar distributor-mediated procurement model at enterprise scale.
- Imperial Dade: Privately held broadline distributor of foodservice packaging, janitorial supplies, and equipment across North America. Closely comparable to AFFLINK's janitorial, packaging, and food service verticals with overlapping end-customers in hospitality and commercial segments.
- Bunzl plc: Global distribution and outsourcing group specializing in foodservice, packaging, cleaning/safety, and retail products across 30+ countries. Operates a similar network-mediated distribution model targeting many of the same end-verticals as AFFLINK, but at much larger international scale.
- BradyPLUS: Specialty distributor of janitorial, sanitation, and foodservice products to commercial and institutional customers. Directly comparable to AFFLINK's janitorial and hospitality verticals with similar go-to-market through local distribution reps and broad product catalogs.
- Winsupply: Cooperative-style distribution company with 600+ company-owned and independent locations across plumbing, HVAC, and industrial supplies. Closely analogous to AFFLINK's network-of-independent-distributors model in structure, though Winsupply serves trades rather than MRO/commercial.
Broad incumbents
- Grainger: Fortune 500 industrial supply distributor with ~$17B revenue serving maintenance, repair, and operating (MRO) customers through catalog, eCommerce, and branch network. Overlaps with AFFLINK's industrial and commercial verticals but operates its own direct distribution rather than an independent distributor network.
- Essendant (now part of Staples): Wholesale distributor of business products including office supplies, technology, and janitorial items to resellers and end-customers. Comparable to AFFLINK's office products vertical through traditional wholesale distribution to office products dealers and resellers.
- Veritiv Corporation: North American distributor of print, publishing, packaging, and facility solutions products. Directly comparable to AFFLINK's packaging and commercial facility verticals with similar mid-market customer base and broad product catalog model.
Regional players
- Sysco: Largest U.S. foodservice distribution company and PFG's primary public competitor. Overlaps with AFFLINK's food service vertical through the parent company's foodservice relationships; comparable on procurement scale and supply chain sophistication rather than direct channel overlap.
- U.S. Foods: Major U.S. foodservice distributor competing directly with PFG's foodservice business. Comparable on procurement scale and corporate parent dynamics to AFFLINK's food service vertical rather than direct product overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AFFLINK social profiles
Digital presenceAFFLINK compliance and trust
Trust signalCompliance13 records
AFFLINK financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFFLINK leadership team
Management profileNumber of profiles
Profiles3 records
AFFLINK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFFLINK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AFFLINK
What does AFFLINK do?
AFFLINK is a supply chain management organization that connects 200+ world-class manufacturers in packaging, janitorial, office, food service, safety, and MRO with 300+ independent distributors across the United States and Canada. The company provides procurement consulting through its proprietary ELEVATE platform, offers an eMarketplace with 1,000,000+ products, and delivers managed services including strategic sourcing, sales and marketing support, training, and business process reinforcement to end-user customers in healthcare, hospitality, industrial, commercial, and government sectors.
Is AFFLINK a public or private company?
AFFLINK is a private company. It is classified as corporate owned and is currently operating.
When was AFFLINK founded?
AFFLINK was founded in 1980. It employs 101 to 250 people.
Where is AFFLINK based?
AFFLINK is headquartered in Tuscaloosa, United States, in the North America region.
How does AFFLINK make money?
Two revenue lines are on record. Network/Group Revenue Share is the primary driver. The others are managed Services & Consulting.
Who are AFFLINK's main competitors?
Direct peers on record are HD Supply (now White Cap / Home Depot Pro), Imperial Dade, Bunzl plc, BradyPLUS and Winsupply. Broad incumbents are Grainger, Essendant (now part of Staples) and Veritiv Corporation. Regional players are Sysco and U.S. Foods.
Does AFFLINK have an API?
No public API is recorded for AFFLINK.