FoodLink acquires TrueTrac

10/22/2012 12:05:00 PM
Mike Hornick

FoodLinkFoodLink has entered an agreement to acquire Salinas, Calif.-based TrueTrac, a provider of mobile traceability technology.

The acquisition will offer retailers a network that combines fresh food buying, supply chain operations, food safety and traceability programs, FoodLink chief executive officer Eric Peters said in a news release.

Los Gatos, Calif.-based buying platform FoodLink connects retailers and wholesalers to more than 2,000 supplier companies. Its retail customers include Ahold USA, Associated Wholesale Grocers, C&S Wholesale Grocers, Topco & Associates, Supervalu, Giant Eagle, Roundy’s Supermarkets and United Supermarkets.

TrueTrac’s supplier clients include Del Monte, Duda Farm Fresh Foods, Pandol Bros., Kirschenman Enterprises, Growers Express, Mann Packing and Tanimura & Antle.

PetersFoodLink will offer growers and shippers TrueTrac’s platform to print and apply Produce Traceability Initiative-compliant labels to every case. Data such as harvest dates, temperature and lot number will be linked to sales order data for buyers and suppliers through the FoodLink network.

“When you link the critical first mile of harvest operations with the essential second mile of sales processes and then bring product visibility all the way to the retail buyer and consumer, you’re solving one of the biggest challenges in this industry,” Ray Connelly, TrueTrac chief executive officer, said in the release.

Terms of the acquisition were not disclosed.

FoodLink plans a web seminar for current customers to discuss the TrueTrac acquisition at 1 p.m. Pacific on Nov. 1. Registration will be at http://tinyurl.com/8sz5vyq.

At the Produce Marketing Association’s Fresh Summit Oct. 26-28 in Anaheim, FoodLink and TrueTrac will exhibit in booths No. 2879 and 3287. At the conference, Peters will present a session on “Selling Produce in an Era of Unprecedented Opportunity and Challenge,” scheduled at 8:45 a.m. Oct. 26.



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