Federated Group

What Federated Group does

Federated Group is a privately held sales and marketing company that operates a private-label (store brand) platform serving the grocery, foodservice, drug, and convenience store industries. Headquartered in Arlington Heights, Illinois, the company traces its origins to Smith Michael Flickinger's first grocery store in Buffalo, New York in 1900, with the Federated corporate entity formally founded in 1943 and renamed from Red & White to Federated Group in 1968 due to FDA label regulations. The company owns and manages a portfolio of nine registered private brands across three price tiers — flagship Life Every Day (mainstream food), Seven Farms (specialty/organic), Better Valu (value), and Hy-Top/Parade (transitioning into Life Every Day) — alongside newer non-food brands including LifeGoods (household), Life Begins (baby care), and Praise Complete (pet food), plus the heritage Red & White mark trademarked in 1925.

The company generates revenue through three primary streams: private brand product sales as both broker and brand owner (Federated Foods division), the FedProcure consolidation warehouse program that aggregates sourcing, procurement, inventory, and distribution for wholesalers and retailers, and the SailPointe Creative full-service design agency providing package design, branding, and marketing services. Federated Foodservice operates a dues-free buying group of 150+ members that aggregates purchasing power from suppliers. The company hosts annual buying shows spanning 2023–2026 to facilitate direct collaboration between retailers, distributors, and suppliers, and participates in PLMA's Store Brands Month initiative.

The go-to-market approach combines direct sales (sales-led motion), channel partnerships through the foodservice buying group, and event-driven engagement through buying shows and culinary events. The underlying technology stack is limited to a 3-level quality assurance system, an IRI strategic data subscription for CPG market intelligence, and proprietary packaging/branding workflows via SailPointe Creative. Federated Group operates with no external institutional investment, no parent company, and no disclosed revenue, having remained a privately held, founder/management-owned entity throughout its 80+ year history.

Name

Federated Group

Legal name

Federated Group

Website

https://fedbrands.com

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

101–250 employees

Short description

Federated Group is a privately held sales and marketing company that owns and manages a portfolio of private-label grocery, household, baby, and pet brands serving grocery, foodservice, drug, and convenience store retailers in the US and internationally.

Ownership category

akta.pro rank

Headquarters

HQ city

Arlington Heights

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Private Brand Product Sales: Federated Group generates revenue through ownership and management of private brand products. The company serves as both a broker and brand owner, providing private label products across multiple tiers (specialty, mainstream, and economy) to retailers, wholesalers, and foodservice operators. Products are sold under retailer names or Federated-owned brands.
2. FedProcure Consolidation Services: Consolidation warehouse program creating operational efficiencies and supply chain cost savings by consolidating sourcing, procurement, inventory management, and distribution of products for wholesalers and retailers.
3. SailPointe Creative Services: Full-service creative agency providing package design, branding, and marketing services to grow food businesses. Revenue generated through professional creative services for brand development and marketing materials.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Federated Group is a sales and marketing company that owns, develops, and distributes private label brands across grocery, foodservice, drug, and convenience store channels. The company manages a multi-tier portfolio of food, household, baby care, and pet food brands (Life Every Day, LifeGoods, Life Begins, Seven Farms, Praise Complete, Red & White, Parade, Hy-Top, Better Valu) and provides supporting services including sourcing, quality assurance, packaging design (SailPointe Creative), consolidation warehousing (FedProcure), and foodservice buying group membership.

Product overview

Federated Group is a premier sales and marketing company in the private label grocery, foodservice, drug, and convenience store business. Their portfolio consists of multiple private brand tiers (Life Every Day as the primary mainstream food brand, Seven Farms for specialty/organic, and Better Valu for value tier) alongside non-food brands (LifeGoods for household, Life Begins for baby care, Praise Complete for pet food), plus legacy brands (Red & White established 1908, Hy-Top, Parade). The company operates supporting divisions including Federated Foods (broker/brand owner), FedProcure (consolidation warehouse), SailPointe Creative (full-service design agency), Federated Foodservice (150+ member buying group), and Golden Bay Foods (wholesale distribution), offering a comprehensive private brand ecosystem from sourcing and quality assurance through creative design and supply chain logistics.

Differentiator

Problem solved

Functional benefit

Brands

• Life Every Day: Food brand with Double Quality Guarantee; products carry unique gratitude statements on packaging
• LifeGoods
• Life Begins
• Seven Farms
• Praise Complete
• Red & White
• Parade
• Hy-Top
• Better Valu
• SailPointe Creative
• Federated Foodservice

Products and services

• Life Every Day Private label food brand offering pantry staples, dairy, snacks, condiments, and canned goods at quality comparable to national brands with a Double Quality Guarantee, positioned for mainstream grocery retailers.
• LifeGoods Non-food household and personal care brand covering paper towels, cleaning supplies, trash bags, food storage bags, and laundry items, sold through grocery and retail channels.
• Life Begins Private label baby and infant care brand covering baby wipes and related childcare products for retailers serving parents of newborns through early childhood.
• Seven Farms Specialty private label food brand featuring certified organic, non-GMO, gluten free, plant-based/vegan, fair trade, and eco-friendly products targeting health-conscious consumers.
• Praise Complete Private label pet food brand offering complete and balanced nutrition for dogs and cats with high-quality protein, fortified minerals, and no artificial preservatives at value pricing.
• Red & White Flagship legacy private label brand established in 1908 and trademarked in 1925, originally for coffee, now covering hundreds of grocery items distributed internationally across many countries.
• Hy-Top Economy-tier private label grocery brand created in the 1950s for independent grocers and neighborhood supermarkets to enable customer savings without sacrificing quality, now transitioning to Life Every Day branding.
• Parade Bilingual neighborhood private label brand celebrating community and value, exported internationally to markets outside the United States, now transitioning to Life Every Day branding.
• Better Valu Value-tier private label brand offering the lowest possible prices without requiring sales or coupons, recently redesigned with new packaging for cost-conscious consumers.
• Federated Foods Broker & Brand Owner Services Broker and brand owner services connecting retailers with pre-qualified suppliers for private label programs, leveraging 95+ years of category management and sourcing expertise.
• Federated Procurement Solutions (FedProcure) Consolidation warehouse program creating operational efficiencies and supply chain cost savings by consolidating sourcing, procurement, inventory management, and distribution of frozen and dry grocery products for wholesalers and retailers.
• SailPointe Creative Agency Award-winning full-service creative agency providing package design, logo design, copywriting, advertising materials, product photography, and brand development for private label grocery and food brands.
• Federated Foodservice Buying Group Foodservice buying group of more than 150 members working together to increase buying power from top suppliers, providing program support and marketing/sales support with no dues or membership fees.
• Golden Bay Foods Distribution Wholesale grocery distribution providing a broad range of procurement and logistical solutions for retail and foodservice customers.

Named customers4 records

Segments5 records

Ideal customer profiles4 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.

• Private Label Manufacturers Association (PLMA)coreGTM or Marketing PartnerStore Brands Month is a nationwide collaboration of retailers, wholesalers, and private brand suppliers, promoting store brand products to grocery shoppers. Federated Group participates in this annual January celebration featuring deals, tips, and product spotlights across stores and social media.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• B&G Foods: B&G Foods owns a portfolio of shelf-stable branded and private label food products. Comparable to Federated's multi-brand, multi-tier private label portfolio strategy and its grocery distribution relationships.
• KeHE Distributors: KeHE is a leading U.S. distributor of natural, organic, specialty, and fresh products to grocery and foodservice channels. Comparable to Federated's Golden Bay Foods wholesale distribution and to its Seven Farms specialty brand sourcing.
• McCormick & Company: McCormick operates significant private label flavor and food businesses alongside its flagship branded portfolio. Comparable to Federated's private brand ownership across grocery categories and its private label quality assurance expertise.
• Post Holdings: Post Holdings operates branded and private label food businesses across multiple categories including cereal, pet food, and refrigerated retail. Comparable to Federated's diversified private brand portfolio spanning food, household, and pet (Praise Complete) categories.
• United Natural Foods (UNFI): UNFI is the largest U.S. wholesale grocery distributor, supplying natural, organic, and conventional products to retailers. Comparable to Federated's Golden Bay Foods distribution arm and to FedProcure's consolidation services.
• Sysco Corporation: Sysco is the largest U.S. foodservice distributor, serving restaurants, healthcare, and hospitality operators. Comparable to Federated Foodservice's foodservice distribution and buying group services, though at much greater scale.

Direct peers

• TreeHouse Foods: TreeHouse Foods is the largest U.S. private label food manufacturer, producing store-brand products across multiple grocery categories. It is a direct peer to Federated Group given its parallel focus on private label brand ownership and supply to grocery retailers.
• Hain Celestial Group: Hain Celestial specializes in natural and organic branded and private label products. Most directly comparable to Federated's Seven Farms specialty/organic brand and its overall private label brand ownership model.
• Topco Associates: Topco Associates is a member-owned buying cooperative that develops private label brands for its grocery retailer members. It directly parallels Federated Foodservice's buying group model and Federated Foods' private label brand development business.
• Associated Wholesale Grocers: AWG is a member-owned wholesale grocery cooperative supplying independent retailers with private label and branded products. Closely parallels Federated's wholesale distribution and private label buying group model serving independent grocers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FedGroupBrands
• YouTubeyoutube.com/channel/UC10hgwoXHwsVieHnDWn9sjA/featured
• Facebookfacebook.com/fedgroupbrands
• LinkedInlinkedin.com/company/federated-group
• Instagraminstagram.com/fedgroupbrands
• TikToktiktok.com/@federatedgroup
• Pinterestpinterest.com/federatedgroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

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 Federated Group