Retailer Owned Food Distributors & Associates has launched Aggregated National Merchandising Scale Events, a new capability designed to provide manufacturers with coordinated access to the independent grocery channel through ROFDA’s nine member wholesalers.
Beginning this year, ROFDA will execute three coordinated, national-scale merchandising programs across key seasonal windows during summer and fall.
The programs will align all nine member wholesalers around shared promotional frameworks, creating a one-to-many engagement model that combines national reach with local execution.
“Independent grocers are best served when scale and coordination are brought together in a way that enhances – not dilutes – their local relevance,” said Mark Deuschle, president and CEO of ROFDA.
“This initiative brings a national footprint to market that allows manufacturers to engage more efficiently, while ultimately driving unique, differentiated value for the retailers we all support.”
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Addressing fragmented planning challenges
The aggregated scale events address challenges manufacturers face in the independent channel, including fragmented planning, inconsistent execution and the complexity of managing multiple, disconnected promotional efforts across different wholesale partners.
“What’s exciting about this initiative is that it brings a true national footprint to the independent grocery channel – something manufacturers have historically struggled to access efficiently,” said Dan Funk, president and CEO of Associated Wholesale Grocers, ROFDA board member and sponsor for Aggregated Marketing Scale Events.
“By aggregating scale across ROFDA’s wholesalers, we can help brand partners drive unique value to the retailers we all support – with coordinated execution, stronger visibility, and a clearer path to measurable impact.”
Each aggregated scale event will leverage ROFDA’s collective merchandising, digital and retail media capabilities. Components include coordinated promotional support, incremental digital activation, retail media participation and in-store execution standards.
The integrated approach enables manufacturers to deploy a single strategy while benefiting from broad, coordinated reach across thousands of independent retailers.
Strategic evolution for member wholesalers
The initiative represents ROFDA’s evolution as a collaborative growth organization focused on strengthening the competitive position of member wholesalers and retailers while simplifying manufacturer engagement with the channel.
“This initiative reflects the continued evolution of ROFDA as a collaborative growth organization,” said Amy Niemetscheck, chair of ROFDA’s board of directors.
“By aggregating scale and aligning execution, we are strengthening the competitive position of our member wholesalers and retailers while creating a clearer, more efficient path for manufacturers to engage the channel.”
The Aggregated National Merchandising Scale Events represent a cornerstone of ROFDA’s broader strategy to simplify engagement, create efficiency and deliver measurable value across the independent grocery ecosystem.
The Pinson, Alabama-based organization indicated the three seasonal programs will provide manufacturers with predictable windows for coordinated promotional activity across the independent channel.
Additional details regarding participation and timing are available by contacting ROFDA at [email protected].
ROFDA is a national trade association representing retailer-owned and independent wholesale distributors and select self-distributing retailers serving thousands of independent grocers across the United States. The organization focuses on creating scale, collaboration and growth opportunities for members and their supplier partners.
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