White Castle Names Burdette Beckmann, Alliance Sales And Marketing Nationwide Brokers

Posted On: 6/3/2019

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COLUMBUS, OH -- White Castle announced new national partnerships with  Burdette Beckmann Inc. and  Alliance Sales and Marketing Inc., which will serve as White Castle's brokers of record in the vending, and grocery and convenience channels, respectively. Family-owned White Castle, America's first fast-food hamburger chain, began offering its signature sliders in grocery and convenience stores and other retail outlets in 1987.

Officials said the new partnerships will help White Castle continue to fuel the growth of its popular retail offerings, which include the Original Slider, along with cheese, jalapeno cheese, chicken breast, turkey and smoked cheddar, veggie and black bean Sliders.

Ft. Lauderdale, FL-based Beckmann Inc., established in 1955, is a sales agency focused on representing snack and confectionary manufacturers through unique channels. The company will serve as White Castle's new broker of record in the vending channel effective June 3.

"White Castle is a brand that's been pioneering the hamburger industry for nearly 100 years," said Burdette Beckmann president Robert Taylor. "We're thrilled at the opportunity to partner with the family-owned business and to create memorable moments for customers when they are on the go and need a convenient, but substantial snack."

White Castle reports that it has continued to see unprecedented growth over the company's 98 years in business. Over the past four years, the company says its retail products have outpaced the growth of the frozen snacks and appetizers category by four times. The strategic shift to Alliance Sales and Marketing and Burdette Beckmann will allow the company to invest more heavily in its distribution strategy to sustain, and grow, that pace.

"White Castle has seen significant organic growth since our 2x2 inch sliders first launched in retail, but we haven't changed our sales structure in 25 years," said White Castle vice-president of retail sales Tiffany Carreker. "These new partnerships reflect a future-forward approach and will allow us to better serve our retail partners and ultimately the consumer."

Charlotte, NC-based Alliance Sales and Marketing is a nationwide food broker that grows grocery brands by tailoring its strategy to each brand's unique story. The company is White Castle's new broker of record in the grocery and convenience channels effective May 31.

"We're very excited to partner with a premier brand and category leader like White Castle," said Alliance Sales and Marketing chief executive Scott Anderson. "We look forward to getting started with this new partnership and to growing distribution across the country through new partnerships and opportunities."