Mid South Marketing
Mid South Marketing is a privately held manufacturers' representative firm, founded in 1978 and based in Richmond, Virginia, that earns commissions selling valves, plumbing, waterworks, and fire protection lines from 16+ manufacturers to distributors and specifiers across the Mid-Atlantic.
- Company typePrivate
- Founded1978
- HeadquartersRichmond, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Mid South Marketing does
Mid South Marketing, Inc. is a privately held manufacturers' representative firm founded in 1978 and headquartered at 714 N. Cleveland Street in Richmond, Virginia. The company acts as an outsourced sales force for more than 16 manufacturers of valves, press fittings, grooved couplings, plumbing accessories, water heating equipment, drainage systems, fire protection equipment, and pipe support hardware, selling those lines through plumbing and industrial distributors across Virginia, Washington DC, Maryland, Eastern West Virginia, and Lower Delaware. Its revenue model is commission-based: the firm earns transaction-linked commissions from the manufacturers it represents rather than reselling inventory itself.
The go-to-market motion is field sales-led. Six outside sales representatives work directly with project managers, engineers, contractors, and architects at the specification stage of construction and infrastructure projects, while a small inside sales team supports distributor inquiries and order processing. Mid South Marketing does not operate a proprietary technology platform, mobile application, or API; its commercial operations rely on direct relationships, telephone, email, and a Wix-hosted website that lists represented manufacturers and product categories. The portfolio spans industrial, commercial, residential plumbing, fire protection, waterworks, and irrigation end-markets, with the Apollo Valves/Apollo Press/VSH Shurjoint family and InSinkErator/Intellihot appearing to be core franchises. Headcount is reported in the 1-10 range, consistent with a closely held, owner-operated firm led by President Bill Uecker alongside an Office Manager, a Facilities Engineer, a Customer Relations Manager, and a sales team with more than 230 years of combined industry experience.
Strategically, the company shows no disclosed M&A activity, external funding rounds, leadership changes outside the owner family, geographic expansion, product launches, or technology investments. Its competitive position rests on regional distribution relationships accumulated since 1978, manufacturer mandate tenure, and deep specification-stage selling expertise in its categories, rather than on technology, AI, or scale advantages.
Mid South Marketing firmographics
Firmographics- Name
- Mid South Marketing
- Legal name
- Mid South Marketing, Inc.
- Website
- https://midsouthmarketinginc.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mid South Marketing is a privately held manufacturers' representative firm, founded in 1978 and based in Richmond, Virginia, that earns commissions selling valves, plumbing, waterworks, and fire protection lines from 16+ manufacturers to distributors and specifiers across the Mid-Atlantic.
- Ownership category
- akta.pro rank
Mid South Marketing industry classification
Industry- Product category
- Industrial Sales Representation
- NAICS
- Other Building Material Dealers (44418)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Lumber & Other Construction Materials (5030)
- akta.pro primary industry
- HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)
Keywords
Where Mid South Marketing is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mid South Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Commission-based Representation: Mid South Marketing earns revenue as a manufacturers' representative by earning commissions from the manufacturers they represent. They sell and promote products from multiple manufacturers including Apollo Valves, VSH Shurjoint, InSinkErator, Intellihot, Dura Trench, NUPI Americas, and others to distributors and contractors in their territory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B quotation-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Mid South Marketing product offering
Product offeringCore offering
Mid South Marketing is a manufacturers' representative firm founded in 1978 and based in Richmond, VA. The company sells industrial, commercial, plumbing, fire protection, waterworks, and irrigation products on behalf of multiple manufacturers to distributors, contractors, engineers, and specifying professionals across Virginia, Washington DC, Maryland, Eastern West Virginia, and Lower Delaware. The firm operates with a team of outside and inside sales professionals who promote and specify represented product lines through distributor and contractor channels.
Product overview
Mid South Marketing is a manufacturers' representative company established in 1978, serving the industrial, commercial, residential, water works, fire protection, and plumbing industries across Virginia, Washington DC, Maryland, Eastern West Virginia, and Lower Delaware. The company represents a portfolio of over 20 manufacturers offering complementary product lines: Apollo Valves, Apollo Press, Apollo PowerPress, and Apollo SmartPress provide comprehensive valve and press fitting solutions; VSH Shurjoint offers grooved piping connections; InSinkErator and Intellihot serve kitchen and water heating needs; Dura Trench provides drainage systems; NUPI Americas supplies piping systems; Hubbell Power Systems offers enclosures; LSP Products divisions (Specialty Products, Aqua-Flo, Rapid-Fit) deliver plumbing accessories; Wal-Rich and Mosack Group provide fittings and PEX solutions; Wayland Industries supplies sanitary fittings; Walraven offers pipe hangers; and Croker Fire Prevention delivers fire protection equipment. Mid South Marketing's six outside sales people and inside sales team work with project managers, engineers, contractors, architects, and distributors to ensure correct product specification and delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Apollo Valves
Companies that use Mid South Marketing
Customer profileSegments6 records
Ideal customer profiles1 record
Mid South Marketing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mid South Marketing partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Apollo ValvescoreApollo Valves offers a full line of ball valves, butterfly valves, gate and globe valves, pressure relief valves, backflow preventers, and plumbing and heating products for commercial, industrial, and fire protection systems.
- Apollo PresscoreApollo Press offers a full line of press fittings and valves including elbows, tees, couplings, adapters, caps, and unions along with brass and bronze ball valves for efficient plumbing and mechanical systems.
- VSH ShurjointcoreVSH Shurjoint offers a full range of grooved fittings, couplings, flange adapters, mechanical tees, and flow control valves for reliable and efficient pipe systems.
- Apollo PowerPresscoreApollo PowerPress offers a full range of press fittings and valves including 90 and 45 degree elbows, tees, couplings, thread adapters, flange adapters, unions, and tube caps for commercial and industrial piping systems.
- Apollo SmartPresscoreApollo SmartPress offers a full range of press fittings and valves including elbows, tees, couplings, adapters, unions, tube caps, along with FullFlow ball valves and 3-piece ball valves for efficient plumbing and mechanical piping systems.
- InSinkEratorminorInSinkErator offers garbage disposals, hot water dispensers, solenoid valves, and parts including the Badger and Evolution series for residential and commercial kitchens.
- IntellihotminorIntellihot offers innovative commercial tankless water heating systems including the iQ Series, iN Series, iS Series, and IE1 Max Series for hospitality, healthcare, multifamily housing, and commercial buildings.
- Dura TrenchminorDura Trench is a leading trench drain manufacturer offering heavy-duty commercial trench drain systems including trench drains, slotted pipes, true radius drains, stainless steel trenches, utility trenches, and trench drain grates.
- NUPI AmericasminorNUPI Americas offers PP-RCT piping systems for commercial and industrial applications, dual containment fuel piping systems, and HDPE fittings for water, gas, industrial, and fire protection markets.
- Hubbell Power SystemsminorHubbell Power Systems offers above-ground enclosures including equipment foundations, backflow preventer enclosures, sectionalizing cabinets, communications pedestals, and traffic signal bases.
- LSP ProductsminorLSP Products divisions include Specialty Products plumbing accessories, Aqua-Flo water supply connectors and stops, Rapid-Fit bath waste and overflow assemblies, polyolefin foam pipe insulation, and Tech Specialties drainage products.
- Wal-Rich CorporationminorWal-Rich Corporation provides fittings, couplings, clamps, and adapters for water, natural gas, wastewater, and industrial piping systems for plumbing wholesalers and contractors.
- Croker Fire PreventionminorCroker Fire Prevention offers a full range of fire protection equipment including fire extinguishers, hose cabinets, fire suppression systems, and emergency alarms meeting UL, FM, and MEA standards.
- Mosack GroupminorMosack Group offers a complete range of PEX solutions including PEX-A and PEX-B pipe and fittings along with Tectite push-to-connect fittings.
- Wayland IndustriesminorWayland Industries offers high-quality stainless steel sanitary fittings, valves, and tubing made from T304 and T316 stainless steel meeting 3-A sanitary standards for food processing, beverage, dairy, pharmaceutical, and hygienic piping systems.
- WalravenminorWalraven offers pipe hangers, strut accessories, and in-wall solutions designed for US plumbing and mechanical applications meeting UL, Buy American, and other US standards.
Scale indicators3 records
Recent moves3 records
Expansion highlights3 records
Mid South Marketing competitors and assessment
Company assessmentBroad incumbents
- Ferguson Enterprises: Largest U.S. distributor of plumbing, HVAC, waterworks, and industrial products, serving contractors and specifiers nationwide. Comparable in that it serves the same customer base (engineers, contractors, distributors) and sells overlapping product categories (valves, plumbing fittings, waterworks), though Ferguson operates a direct distribution model at vastly greater scale.
- Hajoca Corporation: One of the largest privately held wholesale distributors of plumbing, heating, and industrial supplies in the U.S., with a decentralized branch model. Operates in the same plumbing/industrial end markets as Mid South but at significantly larger scale and with direct distribution rather than a rep-based model.
- Winsupply: Decentralized wholesale distributor of plumbing, HVAC, and industrial supplies operating through local branches across the U.S. Highly comparable in product categories served and contractor/specifier customer base, though Winsupply owns inventory and runs a direct distribution model versus Mid South's rep agency model.
- Watsco: Largest U.S. distributor of HVAC equipment, parts, and supplies. Overlaps with Mid South on HVAC and water heating product lines (e.g., Intellihot tankless heaters), but operates at national scale with a distribution rather than rep-based go-to-market.
- Johnstone Supply: Wholesale distributor of HVAC, plumbing, and refrigeration products through a co-op of independently owned branches. Touches the same HVAC and plumbing end markets as Mid South and is similar in being decentralized/regional in orientation, though it operates direct distribution.
Regional players
- Reece Group: Largest plumbing and bathroom supplies distributor in Australia and New Zealand. Operates in adjacent plumbing/valves distribution but in a different geography, making it a useful comparator for plumbing distribution economics rather than a direct U.S. competitor.
Others
- NIBCO: U.S. manufacturer of valves, fittings, and flow control products for plumbing, HVAC, and industrial markets. One of the principal suppliers in Mid South's product categories — directly comparable on product portfolio, though operates as a manufacturer rather than a rep agency.
- Watts Water Technologies: Manufacturer of plumbing, flow control, and water quality products for residential, commercial, and industrial applications. Highly comparable product overlap (valves, backflow preventers, water heating) — represents the kind of principal whose rep relationships define Mid South's value.
- Reliance Worldwide Corporation: Manufacturer of plumbing fittings, valves, and water management products including SharkBite and other push-to-connect solutions. Comparable in plumbing product category; Mid South's relationship with Mosack Group (PEX) overlaps directly with RWC's portfolio.
- Mueller Industries: Manufacturer of copper, brass, aluminum, and plastic products serving plumbing, HVAC, and industrial markets. Comparable product overlap in plumbing fittings and valves — represents a manufacturer whose rep relationships and channel dynamics are similar to those Mid South manages.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Mid South Marketing social profiles
Digital presenceMid South Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mid South Marketing leadership team
Management profileNumber of profiles
Profiles12 records
Mid South Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mid South Marketing 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 Mid South Marketing
What does Mid South Marketing do?
Mid South Marketing is a manufacturers' representative firm founded in 1978 and based in Richmond, VA. The company sells industrial, commercial, plumbing, fire protection, waterworks, and irrigation products on behalf of multiple manufacturers to distributors, contractors, engineers, and specifying professionals across Virginia, Washington DC, Maryland, Eastern West Virginia, and Lower Delaware. The firm operates with a team of outside and inside sales professionals who promote and specify represented product lines through distributor and contractor channels.
Is Mid South Marketing a public or private company?
Mid South Marketing is a private company. It is classified as family owned and is currently operating.
When was Mid South Marketing founded?
Mid South Marketing was founded in 1978. It employs 1 to 10 people.
Where is Mid South Marketing based?
Mid South Marketing is headquartered in Richmond, United States, in the North America region.
How does Mid South Marketing make money?
One revenue line is on record: commission-based Representation.
Who are Mid South Marketing's main competitors?
Broad incumbents on record are Ferguson Enterprises, Hajoca Corporation, Winsupply, Watsco and Johnstone Supply. Reece Group is listed as a regional player. Others are NIBCO, Watts Water Technologies, Reliance Worldwide Corporation and Mueller Industries.
Does Mid South Marketing have an API?
No public API is recorded for Mid South Marketing.
What industry is Mid South Marketing in?
Mid South Marketing's product category is Industrial Sales Representation. Its primary akta.pro industry code is CRAOAFAJ, HVAC, Water Heaters & Indoor Air Quality Distribution. Its NAICS code is 44418 and its SIC code is 5040.