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Don't miss our West Texas Division Updates!

Amarillo, Texas. August 22, 2019

It has been a very busy and productive couple of months for our West Texas Division. Here's a look at what they have been up to!


- August 22, 2019 Affiliated Foods Inc.

It is absolutely vital for your business to be represented by an aggressive and actively engaged sales team, especially at your customer's trade show. It's an important time to foster those relationships with your customers and demo your products and innovations. Actively selling attractive promotions during these shows can make up 20% of the revenue for the year, so if you are not there with the right folks your competition is getting that business. We train our team to represent your brands as if they were the owners. Making this activity a priority not only makes your retail customers appreciate the support but also creates more leads, more sales revenue, and trade show ROI.

The Affiliated Foods Fall Show is extremely well organized and attended by the right buying folks; it's one of the best-selling trade shows in the region! As mentioned, if you're not here or if you don't have the right representation, your competitor does. Here are some photos of our Affiliated team at the show!

From left to right, top to bottom:

- Affiliated Foods Manny Tovar with Joe Gonzalez from La Providencia

- RP Foods Booth with brands Kuii, Visvita and Zanamia

- Fernando Corona and his lovely daughter from Solutions & Quality with Heather Stone, our Lubbock President.

- Jesús Bernal from Masabrosa with Heather Stone

- Roberto Ftamatio from Charras

- Victor Garza from Growlink with Nutrioli and Guacamaya

- Richie Harrington from Vilore with La Costeña and Jumex

- Our Retail Representative David Baldwin showcasing our Badia Spices


We had a splendid time attending this event at the Rawls Course and Lubbock Country Club.

The United Family raised a record $500,000 this year including $116,700 for the Lubbock Area United Way and has has raised more than $4.5 million for local charities since it was created in 1991. This year’s proceeds were distributed to 27 United Way organizations and one former United Way now operating independently in the communities The United Family serves.

“The Jacky Pierce Charity Classic has become an iconic annual event which brings together our valuable business partners and team members all of whom share our commitment to serving communities,” Robert Taylor, president of The United Family, said in the statement. “I’ve long believed that if you want to make a donation dollar stretch as absolutely far as it can, supporting the United Way in your area is a great way to do it.”

In 2003, the tournament was renamed to honor United Supermarkets longtime produce director who guided it from the start until he unfortunately passed away from a lengthy battle with cancer in August 2002.

Below, Heather Stone (Lubbock President) and Treva Simonton (Lubbock Vice-President) with United's Store Directors and Meat Market Manager. We do deals on the golf course!


"To Deliver World Class products by a World Class Cooperative to further the cause of the Independent Retailer."

Photos: Heather Stone (Lubbock President) and Treva Simonton (Lubbock Vice President) attend Affiliated Foods Inc Charity Golf Tournament.

"Not only is it a golf tournament, but a fun event with new ideas coming into play." A great way to interact with our clients and customers in a more personal manner and strategize out how to do more business together, which is our bread and butter!


It was our absolute honor we got to tee off with CEO Roger Lowe Sr. Such a pleasure playing with you again!

Lowe’s Supermarkets is a Littlefield, Texas-based company that has been serving families since 1964. Named 2017 Texas Family Business of the Year by the Paul L. Foster Campus for Business and Innovation of Baylor University. Roger Sr., founded the company on the principle of taking care of the community, their teammates, and their family. That philosophy has allowed the company to grow from its humble beginnings to 152 stores covering the entire state of Texas and New Mexico, with additional locations in Colorado, Kansas and Arizona.

Below, on the left we have Heather and Treva with Sam Carter from Badia Spices and BIGFOOT 😯. In the middle, Treva and Roger Lowe Sr. on the right. STAR Brokerage has been working with Lowe's, Affiliated Foods, and United Supermarkets for over 25 years. We appreciate all of their support over the years and very much enjoy doing business together.


This was a 4 team per hole scramble. Our Team was made up of Sam from Badia Spices and Keith and Peter from SH garage. They make custom golf carts in Shawnee, OK. The other team was Tim, Bill, Clint and Alex from Dr. Pepper. A great group to play with!

At the dinner Monday night, the guest speaker was Kelly Brown: a librarian with the Tecumseh School District. She talked about how the receipt program through FireLake has helped her buy much needed items in her district (copy paper, calculators for the Math Dept., basketballs for P.E. just to name a few). After the dinner, FireLake hosted an 8:00 p.m. and 9:00 p.m. Slot Machine Tournament to which our Lubbock's Vice President Treva won the 9:00 p.m. Flight. She also won the 3rd place at the Blackjack Tournament. Way to go Treva!

To connect with our Lubbock Division please contact Heather Stone

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