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    Farley's & Sathers Goes to Direct Sales Force

    Move away from brokers seen as better way to meet customer demands.

    Farley's & Sathers Candy Co. Inc. is moving away from a combination broker/direct sales network to a direct sales organization as a way to better support company strategies and address customer demands.

    “In developing our plans, we considered the overall results of our current sales effort, including the impact our acquisitions have had on product conflicts," said Steve Luitjens, senior vice president of sales & marketing. "In addition, the blurring of trade channels that exists and the speed in which new products are introduced to the market will be more effectively addressed by utilizing direct sales. Finally, the unique position our ‘brand’ and ‘value’ business has in the non-chocolate confectionery category further supports this decision.
    "Having considered our go-to-market alternatives, we have determined our customer’s long-term needs require a move to a direct sales organization.”

    Farley's & Sathers will broker agreements this week. "The intent of this organizational change is to enable [us] to manage the complexity created by the changing industry landscape. This change does not reflect on any broker company’s individual performance.”

    Farley's & Sathers manufactures and distributes quality, non-chocolate confectionery and gum products, including Jujyfruits, Now and Later, Super Bubble and other brands.

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