Affinity Group acquires Mascari NXT: practical AI for smarter, faster food industry sales
Charlotte, N.C. - Jan. 13, 2026. Affinity Group has acquired Mascari NXT, an AI and data integration company. The business will operate as Mascari NXT, An Affinity Group Company.
This move signals a clear intent: combine proven sales expertise with precise, AI-backed execution across foodservice, retail, and convenience. Affinity Group says the combined platform expands reach by more than 50%, delivers sharper insights, and speeds up go-to-market activity.
"We're investing in innovation that keeps pace with the market-always with our clients and our people at the center," said Enzo Dentico, CEO of Affinity Group. Chuck Mascari, President of Mascari NXT, added, "This is more than a partnership-it puts client and team success first."
What this means for sales leaders
- 50%+ more operator coverage: widen account penetration across channels without bloating headcount.
- AI-driven prioritization: focus reps on accounts with the highest potential and right timing.
- Integrated data: unify operator, distributor, and category signals for clearer territory plans.
- Faster execution: shorten the loop from insight to action to measurable outcomes.
- Credible differentiation: Affinity Group is among the first to bring AI-driven selling to the food industry.
How day-to-day selling can improve
- Pre-call planning: clearer opportunity sizing, menu or assortment gaps, and next best actions.
- Pipeline focus: less guesswork in who to call, what to pitch, and when to follow up.
- Territory coverage: better balance between hunting new accounts and growing existing ones.
- Reporting: cleaner attribution from activity to revenue, without extra admin drag.
KPIs to watch
- Coverage and reach: operator coverage, lead response time, call frequency by segment.
- Efficiency: sales cycle length, meetings set per rep, follow-up latency.
- Effectiveness: win rate, average order value, menu or shelf placements, distribution points.
- Unit economics: cost to serve, revenue per rep, conversion by channel.
Action checklist for sales orgs
- Align data and CRM: clean account hierarchies, standardize segments, and map distributor feeds.
- Pilot fast: start with one region or category, set a 60-90 day sprint, and report weekly.
- Tighten KPIs: reward speed to meaningful activity and verified revenue impact.
- Upskill teams: teach AI literacy, prompt tactics, and data hygiene so reps trust the outputs.
- Governance: define who owns models, data refresh, and approval for AI-generated content.
Why this matters now
Food industry sales is margin-sensitive. Precision on who to call, what to offer, and how to price can move the entire P&L. The Affinity Group + Mascari NXT combo leans into that reality with tech that supports, not replaces, human relationships.
If you want a broader view on how AI is reshaping sales processes and productivity, this overview from Harvard Business Review is useful: How AI Is Changing Sales.
Where to learn more
For services and updates on the rollout, visit Affinity Group. If you're planning team enablement around AI skills, you can browse practical, job-focused options here: AI courses by job.
About Affinity Group
Affinity Group is a North American sales and marketing agency with deep experience across retail and foodservice. The company blends local relationships with data-driven execution to help brands grow and drive results. Learn more at affinitysales.com.
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