Amalgamated Food Brokerage

What Amalgamated Food Brokerage does

Amalgamated Brokerage is a privately held, commission-based food brokerage founded in 2006 by Anne Trauter in Arizona and now co-owned with Jessie Dahling. The firm sells and represents food brands to two distinct end markets: foodservice operators (restaurant chains of 3 to 100+ units, casinos, hotels and resorts, K-12 schools, colleges and universities, B&I and manufacturing facilities, hospitals, and tourist and entertainment venues) and retail accounts (store-perimeter and center-of-store departments, plus C-stores including the Circle K Grand Canyon Division covering 500+ stores). Operations are run from offices in Tempe, Arizona and Castle Rock, Colorado, with a field-sales team of approximately 25 named professionals plus merchandisers, sample/culinary specialists, and support staff.

The company organizes itself around four interconnected service lines: Foodservice Sales and Retail Sales (its core commission-generating activities), in-house Marketing (professional POS materials, product photography, copywriting, and a micro-segmented email marketing database targeting large-leverage and multi-unit operators), and Culinary services delivered through an industrial kitchen and showroom used for cuttings, customized food shows, and operator ideation sessions. A merchandising team physically visits 120+ stores weekly to maintain product placement, stock levels, and promotional execution.

Revenue is generated through brokerage commissions on sales of represented brands to foodservice and retail end customers; no pricing, contract, or revenue figures are publicly disclosed. The go-to-market model is sales-led field execution supported by in-house creative and culinary capabilities, with relationship-based selling as the primary commercial lever. The firm has no disclosed parent company, no institutional investors, no public listing, and no identified M&A activity.

Name

Amalgamated Food Brokerage

Legal name

Amalgamated Brokerage

Website

https://amalgamatedbrokerage.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Amalgamated Brokerage is a privately held food brokerage founded in 2006 that represents food brands to foodservice operators (restaurants, casinos, hotels, schools, hospitals) and retail accounts (grocers, C-stores including Circle K) across Arizona and Colorado via commissioned field sales and merchandising.

Ownership category

akta.pro rank

Product category

Food Brokerage Services

NAICS

Wholesale Trade Agents and Brokers (42512), Wholesale Trade Agents and Brokers (4251)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Regional/Local Broadline Foodservice Distributors (AFAIAAAB)

akta.pro secondary industries

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC), Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)

Keywords

• Food brokerage services
• Foodservice sales representation
• Retail merchandising services
• Brand marketing support
• Culinary menu ideation

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Brokerage Sales Commission: Food brokerage generating revenue through commissions from food brands/manufacturers. The company sells and represents food products to foodservice operators (restaurants, casinos, hotels, schools, hospitals) and retail accounts (grocers, C-stores). Revenue derived from successful sales to end customers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Amalgamated Food Brokerage is a regional food brokerage firm that sells and markets food brands on behalf of manufacturers to foodservice operators and retail accounts. The company operates dedicated foodservice and retail sales teams covering restaurant chains, casinos, hotels, schools, hospitals, grocers, and convenience stores, supplemented by in-house marketing, culinary, and merchandising services.

Product overview

Amalgamated Brokerage is a food brokerage firm providing sales representation and marketing services for food brands. The company operates as a unified service platform with four interconnected divisions: Foodservice Sales (targeting restaurants, casinos, hotels, schools, and healthcare), Retail Sales (merchandising, headquarter calls, and C-Store coverage), Marketing Services (custom POS, product photography, email marketing, and brand materials), and Culinary Services (industrial kitchen for menu ideation and food shows). The company was founded in 2006 and maintains offices in Arizona and Colorado.

Differentiator

Problem solved

Functional benefit

Products and services

• Foodservice Sales Specialized sales representation targeting Large Leverage and Multi-Unit Accounts, including restaurant chains (3 to 100+ units), casinos, hotels and resorts, K-12/college/university accounts, B&I and manufacturing, hospitals, and tourist/entertainment venues across Arizona and Colorado. Designed for food brand manufacturers seeking regional foodservice distribution.
• Retail Sales Comprehensive retail representation including headquarter calls, promotion management, merchandising coverage across 120+ stores weekly, center-of-store sales (grocery, freezer), perimeter sales (Service Deli, Wall Deli, Meat and Seafood, Produce, Bakery), and C-Store sales including Circle K Grand Canyon Division with 500+ stores. Targeted at food brand manufacturers seeking retail placement and promotion in Arizona.
• Custom Point of Sale (POS) Marketing Professional-grade point of sale materials including product photography, design, and copywriting for brand identity building, comparable to full-service marketing agency output without the traditional agency overhead. Helps client brands secure sales appointments and build credibility at retail.
• Email Marketing Micro-segmented email marketing database targeting large leverage and multi-unit operators, designed to generate qualified leads and instant sales for client products through precise account targeting with meaningful and actionable information.
• Culinary and Menu Ideation Industrial kitchen and showroom facility providing culinary services including cuttings, sales meetings, menu ideation, customized food shows, operator ideation sessions, and trending recipe development for restaurants and retailers represented by the brokerage.
• Merchandising Services Field merchandising team visiting at least 120 stores weekly to ensure products are fully stocked, properly displayed, and promotional materials are running smoothly across retail accounts.
• Promotion Management Support team managing promotional and ad schedules, handling all forms and materials necessary to execute successful sales promotions at retail accounts.

Quantifiable outcome

• Merchandising team covers at least 120 stores weekly
• +1 more outcomes

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Retail Partners (Logos displayed)coreChannel Partner/ Reseller/ DistributorMultiple retail partner logos displayed on the retail page, indicating established relationships with retailers in Arizona and Colorado for distribution of client food brands.
• Distributor Partners (Logos displayed)coreChannel Partner/ Reseller/ DistributorMultiple distributor partner logos displayed on the foodservice page, indicating established relationships with food distributors operating in Arizona and Colorado markets.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CROSSMARK: Retail sales and marketing services agency executing HQ calls, in-store merchandising, and promotion management for CPG brands. Direct overlap with Amalgamated's retail team and 120-store weekly merchandising coverage.
• Daymon: Specialized broker focused on private label and fresh categories, providing sales representation to retailers and foodservice operators. Comparable go-to-market motion as a sales agent for food brands.
• Imperial Dade: Foodservice and janitorial products distributor with broad-line offerings across restaurant, hospitality, education, and healthcare segments. Comparable institutional foodservice reach and multi-segment coverage model.
• Advantage Solutions: Large food and consumer goods sales and marketing agency with broker, retail merchandising, and in-store execution capabilities. Closest national analog to Amalgamated's combined broker-plus-marketing model.
• Acosta: National food and CPG brokerage representing brands across foodservice and retail channels. Operates a similar commission-based model with dedicated sales teams and category management services.

Broad incumbents

• Performance Food Group: One of the largest U.S. foodservice distributors with broad-line offerings to restaurants, K-12, healthcare, and hospitality. Overlaps with Amalgamated's institutional and restaurant chain coverage at much larger scale.
• KeHE Distributors: National natural, organic, specialty, and fresh food distributor serving chain restaurants and retail. Broader scale and product portfolio but overlapping foodservice and retail customer base with Amalgamated's principals.
• US Foods: Major U.S. broadline foodservice distributor serving independent restaurants, healthcare, hospitality, and education. Larger, capital-intensive competitor that works with many of the same foodservice buyer segments Amalgamated targets.
• McLane Company: Large Berkshire Hathaway-owned distributor specializing in convenience store, grocery, and foodservice supply. Comparable to Amalgamated's Circle K Grand Canyon Division and retail distribution work in scale and channel.

Regional players

• Shamrock Foods Company: Arizona-headquartered broadline foodservice distributor serving restaurants, hotels, schools, and healthcare across the Southwest. Comparable regional AZ footprint and institutional customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amalgamatedbrokerage

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Amalgamated Food Brokerage