OMNI Food Sales

What OMNI Food Sales does

OMNI Food Sales is a privately held, family-owned food sales and marketing agency headquartered in the Bronx, New York, founded in the mid-1990s by Zak Romanoff's father and now led by Romanoff as President (the fifth generation of his family in the food industry). The firm operates as a 'Brand Advocate' rather than a traditional food broker, representing food manufacturers of all sizes — from startups to national leaders — and working directly with supermarkets and distributors to increase sales, launch new products, and protect existing distribution. Its coverage spans the Metro New York/New Jersey market and the New England market (Boston area), calling on 25+ retailers and 1,300+ stores with a customized, retailer-by-retailer approach suited to the fragmented, independently owned store landscape of the region.

The core offering is a commission-based brand advocacy service that goes beyond transactional brokerage to provide ongoing strategic planning, distribution analysis, volume tracking and forecasting, ad support, and competitive analysis. OMNI monetizes primarily through manufacturer commissions on sales generated, with a secondary direct-to-consumer revenue stream from a branded 'Brand Advocate' apparel line (t-shirts at $24.99, polos at $56.99, hoodies at $64.99). The firm invests in thought leadership channels — The Brand Advocate podcast, the blog, conference speaking, and Romanoff's July 2023 book — which double as marketing and category-positioning assets. The customer base is drawn from food manufacturers (one named principal is Nightfood Ice Cream), with supermarkets and distributors as the indirect buyer side; distribution is exclusively direct field sales, with no intermediaries or digital channels. There is no proprietary technology product, no disclosed external funding, and the firm remains family-controlled.

Name

OMNI Food Sales

Legal name

OMNI Food Sales

Website

https://omnifs.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

OMNI Food Sales is a family-owned food sales and marketing agency that acts as a 'Brand Advocate' for food manufacturers, securing and protecting distribution across 25+ retailers and 1,300+ stores in Metro NY/NJ and New England.

Ownership category

akta.pro rank

Headquarters

HQ city

Bronx

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Food Brokerage/Brand Advocacy Services: OMNI operates as a Brand Advocate (replacing the traditional food broker model) for food manufacturers. The company earns commissions by helping food brands increase their sales and launch new items at grocery retailers. The company also sells branded merchandise (The Brand Advocate clothing line including t-shirts, hoodies, and polos) directly to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

OMNI Food Sales operates as a food brand advocate and sales agency representing food manufacturers to increase sales and launch new products at traditional grocery retailers. The company provides full coverage across 25+ retailers and 1,300+ stores in Metro NY/NJ and New England (Boston area) markets, offering retail support, admin support, ad placement, volume tracking and forecasting, distribution analysis, and competitive analysis as part of an ongoing brand advocacy engagement model.

Product overview

OMNI Food Sales is a food sales and marketing agency that positions itself as a 'Brand Advocate' rather than a traditional food broker. The company operates as a single unified service offering, working with food manufacturers to increase sales and launch products at traditional grocery retailers in Metro NY/NJ and New England markets. The portfolio consists of the core Brand Advocate Services (sales and marketing representation), The Brand Advocate Podcast (industry thought leadership content), and the Brand Advocate Clothing Line (merchandise featuring motivational messaging). The company was founded over 20 years ago and is now led by Zak Romanoff as President.

Differentiator

Problem solved

Functional benefit

Brands

• The Brand Advocate: A clothing and merchandise line including t-shirts, hoodies, and polos featuring Brand Advocate messaging and branding, launched in 2021 as a motivational clothing line for the OMNI team and the public.

Products and services

• Brand Advocate Services Core food sales and marketing agency services representing food brands to increase sales and launch new products at traditional grocery retailers. Provides coverage across 25+ retailers and 1,300+ stores in Metro NY/NJ and New England markets, offering retail support, administrative support, ad placement, volume tracking/forecasting, distribution analysis, and competitive analysis as ongoing brand advocacy.
• The Brand Advocate Podcast Industry thought-leadership podcast hosted by OMNI President Zak Romanoff discussing food industry trends, entrepreneurship, and brand advocacy insights, distributed on YouTube, Apple Podcasts, and Spotify.
• Brand Advocate Clothing Line Branded apparel merchandise featuring motivational Brand Advocate messaging, sold direct-to-consumer via the OMNI online shop. Includes t-shirts ($24.99), hoodies ($64.99), and polos ($56.99).

Quantifiable outcome

• 90%+ ACV achievable with proper brand advocacy support

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Santander BankminorGTM or Marketing Partner · 21 June 2019Santander Bank co-hosted an educative seminar with ALTIOS International where Zak Romanoff spoke to British food company executives about Brand Advocates. The event was held at Santander's USA Headquarters in Manhattan, NY.
• ALTIOS InternationalminorGTM or Marketing Partner · 21 June 2019ALTIOS International partnered with Santander Bank to host an educative seminar for British food companies. OMNI's Zak Romanoff was invited to speak about the role of Brand Advocates in launching products in the New York market.
• Promotion Optimization Institute (POI)coreStrategic or Co-development PartnerPOI, in partnership with Saint Joseph's University, offers the Certified Collaborative Marketer (CCM) certification program. OMNI Food Sales President Zak Romanoff teaches the class, discussing the role and value of Brand Advocates in the food and CPG industries.
• Saint Joseph's UniversitycoreStrategic or Co-development PartnerThe Department of Food Marketing at Saint Joseph's University Haub School of Business offers food marketing degree programs. Through POI partnership, Zak Romanoff teaches the CCM certification class at the university, providing industry expertise to students.
• Nightfood Ice CreamcoreChannel Partner/ Reseller/ DistributorNightfood Ice Cream is a client of OMNI Food Sales. CEO Sean Folkson was interviewed on The Brand Advocate podcast, discussing how OMNI represents Nightfood in Metro New York to help achieve distribution and sales goals.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Acosta: Acosta is one of the largest U.S. food and consumer goods sales and marketing agencies, providing brokerage, retail services, and brand advocacy to manufacturers across the country. It is a broad incumbent in the same category OMNI Food Sales operates in, but at vastly greater national scale.
• Advantage Solutions: Advantage Solutions (formerly Advantage Sales & Marketing) is a major sales and marketing agency providing headquarter sales, retail merchandising, and brand marketing services to CPG manufacturers. It competes with OMNI for the same type of food manufacturer principals and retailer coverage work, but at a national scale.
• Crossmark: Crossmark provides retail sales, merchandising, and marketing services to consumer brands across grocery, mass, and drug channels. It is a broad incumbent peer to OMNI in the food broker/retail services category, with national coverage and similar headquarter-sales-and-field-execution offerings.
• Daymon (now part of Advantage Solutions): Daymon provides private label development, brand management, and retail media services to grocery retailers and manufacturers. It is a broad incumbent in the CPG services space adjacent to food brokerage, competing for the same manufacturer marketing and retailer activation budgets that OMNI targets.

Direct peers

• The Neilson Group (TNG): TNG is a regional food broker serving manufacturers and grocery retailers in the Northeast with headquarters sales, field sales, and retail activation services. It is a direct competitor to OMNI in the Metro NY/NJ and New England markets, with comparable retailer relationships and a similar commission-based business model.
• Emerging Markets Group (EMG): EMG is a U.S. food broker providing retail sales and marketing services to manufacturers across multiple regional markets, with strong presence in the Northeast and Metro NY. It is a direct peer to OMNI, competing for the same supermarket buyer relationships and manufacturer principals.
• Haberman & Associates: Haberman is a regional food broker in the Northeast providing headquarter sales, retail merchandising, and broker services to food manufacturers. It is a direct peer to OMNI in the regional food brokerage category, with similar customer profile (Metro NY/NJ retailers and manufacturer principals).
• Retail Sales Solutions (RSS): RSS is a regional retail sales and merchandising agency representing CPG manufacturers to grocery and mass retailers in the Northeast. It is a direct peer to OMNI, with similar headquarter sales, field sales, and brand advocacy service offerings in overlapping geographies.

Others

• KeHE Distributors: KeHE is a specialty food and natural products distributor supplying grocery, natural, and independent retailers across the U.S. It is adjacent to OMNI's ecosystem — operating in the same Metro NY independent retail channel and serving many of the same manufacturer principals, though as a distributor rather than a sales agent.
• Circana (formerly IRI + NPD): Circana provides market measurement, consumer insights, and retail analytics to CPG manufacturers and retailers. It is thematically adjacent to OMNI's distribution analysis and forecasting offerings, though operating as a data/analytics vendor rather than a sales agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/omnifoodsales
• YouTubeyoutube.com/user/omnifoodsales/videos?view_as=subscriber
• Facebookfacebook.com/OMNIFoodSales
• LinkedInlinkedin.com/company/omni-food-sales
• Instagraminstagram.com/zakromanoff

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 OMNI Food Sales