Affinity Group has announced its recent acquisitions of two retail sales and marketing agencies: Matrix Sales & Marketing and Jon Morris & Co.

Matrix Sales & Marketing is a Cumberland, RI-based perishables food brokerage with a focus on dairy, frozen, deli, meat, produce and specialty cheese products that was founded in 2001 to build and develop brands for its partners including many local, regional, national, and corporate brands.

Jon Morris & Co., one of the largest bakery brokerage firms along the east coast, specializes in the sales and marketing of bakery and deli items to retail, industrial, and supermarket bakeries, and maintains offices in South Portland, ME, Braintree, MA, and Salisbury NC.


Enzo Dentico, CEO of Affinity Group Retail, stated, “Both Jon Morris & Co. and Matrix Sales & Marketing have a tremendous history of success in our industry and are excellent solutions-oriented sales agencies that primarily focus on the perimeter of the retail store.”  Added Bill Chiodo, who began his duties as president of Affinity on May 20, added, “These successful businesses will be integrated as key partners of Affinity Group Retail, and complement our existing business in the Northeast and Midwest while also extending our market presence through the Carolinas, Georgia, and Florida. We are excited and thrilled to bring the talented leaders and associates found in both companies into Affinity Group Retail.”

On the acquisition of his agency, Steve DelBonis, president of Matrix Sales & Marketing, remarked, “We have been highly impressed with Affinity Group and their success in the market. Their operating model and go-to-market approach fit perfectly with the way we have been doing business successfully for many years. Their systems and training are proven effective and they continue to generate high levels of success for customers and clients. We are delighted to become part of the dynamic Affinity Group Retail organization.”

Henry Deegan, CEO of Jon Morris also commented, “We have always held Affinity Group in high regard and respect the talent of their associates and their commitment to superior execution and results. Their outstanding orientation toward providing effective solutions to their clients and customers fits very well with our model. We also like that their owners are highly engaged in the business and focused on collaborating with clients and customers on business development and innovative initiatives. Our combined bakery expertise is particularly exciting as an area we see tremendous growth for the entire company.”


The Affinity Group is a professional sales agency serving multiple food industry channels across North America that was founded in 2014. In addition to a strong position in the foodservice channel across North America, with a strong and growing presence in the retail channel in the United States.