PINSON, Ala. — Retailer Owned Food Distributors & Associates (ROFDA) has launched Aggregated National Merchandising Scale Events, a new 2026 feature designed to provide manufacturers and solution partners with a coordinated, nationwide pathway into the independent grocery channel while offering differentiated value to member retailers.
Starting in 2026, ROFDA will implement three coordinated merchandising programs during key summer and fall seasonal periods. The initiative brings together all nine ROFDA member wholesalers around shared promotional strategies, creating a one-to-many engagement approach that combines national reach with strong local execution.
“Independent grocers are best served when scale and coordination enhance — not dilute — local relevance,” said Mark Deuschle, president and CEO of ROFDA. “This initiative brings a true national footprint to market that enables manufacturers to engage more efficiently while driving unique value for the retailers we all support.”
Built for Scale and Simplicity
The aggregated events are designed to address long-standing manufacturer challenges in the independent channel, such as fragmented planning, inconsistent execution, and the difficulty of managing multiple, disconnected promotions.
“What’s exciting is the ability to access national scale in the independent grocery channel more efficiently,” said Dan Funk, CEO sponsor for the program. “By aggregating scale across ROFDA’s wholesalers, brand partners gain coordinated execution, stronger visibility, and a clearer path to measurable impact.”
Integrated Execution, Aligned Outcomes
Each event will utilize ROFDA’s collective merchandising, digital, and retail media capabilities, including coordinated promotional efforts, additional digital activation, retail media engagement, and standardized in-store execution. Manufacturers can implement a single strategy while gaining broad, synchronized reach.
“This reflects ROFDA’s evolution as a collaborative growth organization,” said Amy Niemetscheck, chair of the ROFDA Board of Directors. “By aggregating scale and aligning execution, we are strengthening competitiveness for our member wholesalers and retailers and simplifying engagement for manufacturers.”
The Aggregated National Merchandising Scale Events represent a cornerstone of ROFDA’s broader strategy to streamline engagement, increase efficiency, and deliver measurable value across the independent grocery ecosystem.
Additional details on participation and timing are available via ROFDA at info@rofda.com.
About ROFDA
Retailer Owned Food Distributors & Associates (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. ROFDA exists to create scale, collaboration, and growth opportunities for its members and their partners.
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