Perimeter Sales & Marketing

A California food brokerage providing both dedicated sales and merchandising services, the firm opened its doors in 1995 and was established by Brad Martin and partners. Its focus is the perimeter of the store: produce, perishable departments and center-store grocery, with the emphasis placed on the distinctive demands of fresh product lines. That 'focus on fresh' mission has remained the organizing idea of the business, and in more than 25 years of operation it has grown to be, by its own account, the leading produce broker in Southern California, judged on the results it delivers for its principals. Coverage spans every territory in California from the Oregon border to the Mexican border, with additional coverage in markets outside the state including Las Vegas, Nevada. The team works both at store level and at head office. In stores, representatives work closely with in-store personnel and district managers, close gaps caused by distribution voids and out-of-stock items, and work to maximize the sales potential of the brands they carry. At the corporate level, they make sales calls on behalf of suppliers, act as an extension of the supplier's own sales team, and secure distribution, authorizations and program placements with retail and distributor customers. A marketing function supports that selling work. The firm creates buyer-ready sell sheets, builds pitch decks for presentations, and designs promotional flyers for launches and programs, so that a principal arriving in the market has retail-ready materials as well as representation. Its three stated service pillars are merchandising, sales and marketing. Staffing is presented as the firm's main asset: a professional sales and retail team whose members bring lifetimes of experience in the grocery industry. Named team members include Matt Ferriols, Teri Allen, John Harrington, Jon Gerondale, Mike Rodriguez and founder Brad Martin. The company is actively involved with the Fresh Produce and Floral Council (FPFC) and supports the City of Hope through the Food Industry Circle. It describes itself as an award-winning California broker solution and points to market leadership, a proven sales history and category expertise as its differentiators. No manufacturing, processing or private-label capability is claimed; the business represents suppliers to retail and distributor customers in the produce and grocery trade.