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    IRI Takes Fresh Look at Fresh Food

    Acquisition of FreshLook Marketing Group allows for product sales tracking.
     

    CHICAGO -- Information Resources Inc. (IRI) recently purchased FreshLook Marketing Group LLC, a supplier of market research information and consulting services to the fresh/random weight (fresh food) industry.

    "Our food manufacturer and retailer clients are eager for a total store perspective; fresh/random weight products are an important component of many retailers' footprint and profitability," said IRI President and CEO Andrew Appel. "The FreshLook acquisition enables IRI to further improve its market leadership in providing the total view of the store which manufacturers and retailers want, integrate the two sets of information more efficiently and provide shopper marketing, analytics and consulting services that impact the whole store."

    Fresh/random weight products account for approximately 20 percent of all outlet sales, according to FreshLook, and play an increasingly important role in establishing the retailer's image and competitive positioning among manufacturers. Through its sales tracking service, FreshLook provides scanner-based sales, actual retail price and distribution information on these products, and its reports are based on all-store census data from supermarkets across the United States.

    "We are eager to expand our long-term relationship with IRI, enabling us to drive substantially more value for our clients in the fresh categories," said FreshLook President and CEO Mark Degner. "In addition to offering manufacturers and retailers an integrated view of the store, we look forward to expanding our engagement with current FreshLook Marketing clients by offering IRI solutions and services."

    Degner served as an executive at IRI prior to forming FreshLook Marketing Group in 2000.

    Employees of FreshLook Marketing Group will join IRI, and all assets will transfer to ensure continuity and integrity of client relationships, according to the announcement.

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