Grocery Data and Shelf Space is Private Equity’s New Gold Mine

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On the Heels of Kroger’s Private Equity Announcement Marketing Management, Inc. (MMI) Forms Joint Venture With Mediacast Holdings

The Kroger announcement, that is sure to be followed by others, presents grocers with a huge opportunity to participate in the next billion dollar brand they help build. This opens up amazing opportunities for next-gen product companies that can position themselves to take advantage of this wave.

Marketing Management Inc. (http://www.mmibrands.com) announced today that it has formed a joint venture with Mediacast Holdings, a Denver based Consumer Products Private Equity and Strategic Advisory business, to provide retailers and consumer products companies an edge to take advantage of high-growth opportunities in a rapidly shifting marketplace.

On May 14, Kroger and Lindsey Goldberg made public their formation of a dedicated private equity fund leveraging Kroger’s extensive retail data and analytics to invest in brands.

Grocers own the shelf space (the means to market), and they deliver the shoppers that drive consumption of brands like Red Bull, Vitamin Water, Seventh Generation and Burt’s Bees. The new configuration where retailers take an interest in the brands they merchandise is a means of spreading the risk and reward. Grocers have always looked for innovative products to bring to their shoppers but have traditionally not participated in the reward of a successful new brand. That model will change now. There have been billions of dollars in value created as a result of a successful launch that included strategic retail distribution and new emerging brand marketing techniques including the wide use of social media platforms to reach the mind of consumers.

“The Kroger announcement, that is sure to be followed by others, presents grocers with a huge opportunity to participate in the next billion-dollar brand they help build. This opens up amazing opportunities for next-gen product companies, big and small, that can position themselves to take advantage of this wave. This is one of the most exciting evolutions I have experienced in grocery distribution. By integrating Mediacast into our business we can help grocers establish and execute on their own strategic platforms in very unique ways and further prepare our product company clients for the opportunities ahead,” Randy Hurr, President, MMI.

“Mediacast recognizes that the Consumer Packaged Goods (CPG) and retail space is evolving rapidly and private equity partnering directly with retailers just changed the game. Retailers and grocers that are not valuing their contribution as part of a brand’s success have and will miss out on billions of dollars of potential value. Consumer product companies that do not rapidly adapt and properly prepare for this new dynamic will find themselves left out of this exciting high-growth wave and struggling to secure retail shelf space. I consider MMI to be the leading data driven, end-to-end, CPG strategic sales and marketing organization. By integrating Mediacast’s team inside of MMI, we have created an opportunity to help retailers play catch up and create novel ways for them to leverage their assets and get in the equity game with some of their most promising product companies. Product companies also have much to gain by thinking differently and must be aware that the level of scrutiny and access to retail will require unique and impactful strategic marketing plans and sales execution in addition to new layers of due diligence coming their way,” Ken Venturi, CEO Mediacast Holdings.

About Marketing Management, Inc.
Based in Fort Worth, Texas, MMI is a resource for marketing and selling consumer packaged goods who effectively collaborates between suppliers and retailers with proven integrity. Having established its business in 1966, MMI is a leading sales and marketing company providing services to drive proven success for its clients. Their comprehensive services include consumer and product research, product evaluations, market analytics, brand development, package design, consumer communication, promotional planning, and national sales representation. Through Market Solutions (http://www.mmimarketsolutions.com), MMI provides representation in the US, Canada and Mexico for emerging and mid-tier branded products distributed in food, drug, and mass merchandising stores. For more information on MMI’s expertise, please visit: http://www.mmibrands.com.

About Mediacast Holdings
Mediacast Holdings owns equity in and manages a portfolio of emerging and mature consumer brands and also specializes in building and managing corporate venture programs for successful companies. The Mediacast team has been involved in over $4 billion of transactions and value creation and has successfully helped launch and market countless consumer products.

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Billy Glynn
Mediacast Holdings
+1 770-545-1300
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Randy Hurr

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