Eshbal forges partnership with Active Marketing Group to expand US distribution
Under the agreement, AMG will leverage their deep retail connections and expertise to enhance brand distribution and awareness, working directly with retailers to promote Eshbal‘s range.
CANADA – Eshbal Functional Food Inc. (TSXV: ESBL) has entered a strategic sales and marketing agreement with Active Marketing Group (AMG), a leading U.S.-based consumer packaged goods broker, to scale distribution of its flagship gluten-free Barili products and other offerings in the United States.
This partnership marks Eshbal’s first significant scaled entry into the US market, aligning with its broader growth strategy to expand its North American presence in the better-for-you food category.
AMG, with over 37 years of experience, has established strong, long-term relationships with major US retailers, including Walmart, Target, Publix, CVS, Sam’s Club, and Meijer.
Under the agreement, AMG will leverage its deep retail connections and expertise to enhance brand distribution and awareness, working directly with retailers to promote Eshbal’s range, known for its gluten-free, high-quality baked goods that mimic the texture and nutrition of gluten-containing equivalents.
Todd Grisoff, President of AMG, praised Eshbal’s Barili pita for its exceptional taste and texture, describing it as the closest gluten-free bread experience to traditional bread.
He highlighted the brand’s differentiation in a category that often settles for “good enough,” emphasizing Eshbal’s appeal as “smart eating” for both consumers and retailers.
Eshbal’s Chief Commercial Officer, Avi Markus, noted that the partnership with AMG is a critical milestone for their North American launch, building on AMG’s track record of driving sales growth and broad distribution reach.
CEO Tomer Bar-Meir emphasized that the partnership aligns with Eshbal’s corporate growth strategy to bring products developed over 20-plus years to North American consumers, particularly those managing celiac disease or gluten sensitivities.
In addition to the distribution deal, Eshbal granted performance equity under the agreement, incentivizing AMG to accelerate market penetration and brand success in this competitive space. This equity grant underlines the company’s commitment to a strong partnership focused on mutual growth and scale.
This collaboration represents a strategic push by Eshbal to capitalize on rising demand for better-for-you gluten-free foods in the US, leveraging AMG’s capabilities to establish a robust footprint across key retail channels while providing consumers with innovative, taste-forward gluten-free products.
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