GrubMarket acquired Parsemony, a US provider of enterprise software services for fresh produce distributors, wholesalers, repackers and foodservice suppliers.

The acquisition enhances GrubMarket's software services and broadens its software portfolio, including WholesaleWare and GrubAssist.

Founded by Carl Mahon in the late 1980s as Vintrex, the company gained renown for its software product, Profitsense. In 2017, its current owner, Colin Hare, rebranded the company as Parsemony.

Parsemony offers a range of key solutions, including a cloud-based POS system accessible via handheld devices, facilitating efficient inventory and order management for food wholesale distributors within their warehouses. Its custom software engineering services concentrate on enhancing core ERP capabilities, such as developing user-friendly online ordering interfaces and seamless integrations with third-party accounting systems like QuickBooks. Additionally, Parsemony provides extensive IT services covering network infrastructure setup, administration, technical support, cloud computing, cybersecurity, data migration, hardware maintenance, compliance consulting, and other specialised services tailored to the requirements of food supply chain enterprises.

Parsemony's software offerings will join GrubMarket's portfolio of software solutions, which includes WholesaleWare, an AI-powered ERP software for food industry wholesalers and distributors with features like financial management, sales support, online ordering, inventory management, lot traceability, grower accounting and automated logistics; GrubAssist, an AI assistant providing deep insights and automated order processing for the food supply chain; and Orders IO, a custom branded mobile e-commerce solution.

Following the acquisition, Parsemony will remain under its current leadership team. Customers of Parsemony will gain access to enhanced software and enterprise AI capabilities through GrubMarket's WholesaleWare, GrubAssist (including AI Orders), Orders IO and GrubPay products.

Hare said: "Parsemony is excited to join GrubMarket, which shares our passion for utilising technology to maximise value for the food supply chain industry, which is still predominantly comprised of "old school" businesses that have yet to tap into the potential of what technology has to offer. Furthermore, the produce industry is all about the people, and GrubMarket's team has some of the most genuine, hardworking people in the business. We can't wait to help further GrubMarket's mission to be the most impactful digital transformer for the entire food industry."

Mike Xu, CEO of GrubMarket, added: "The acquisition of Parsemony solidifies GrubMarket's position as the market-leading technology enabler for America's food supply chain industry. Parsemony has a sterling reputation amongst the fresh produce industry's software and technology ecosystem and also nicely complements GrubMarket's existing software products, including WholesaleWare, GrubAssist, and AI Orders."

"We're also thrilled to bring Colin's considerable expertise to GrubMarket, to support the continued evolution and growth of our best-in-class AI-powered software and e-commerce offerings for our customers. Colin understands what produce wholesalers need and how to speak their language, and he has a lot of experience working on multi-million-dollar contracts with some of the country's largest food retailers and organisations. Together, GrubMarket and Parsemony will deliver tremendous value to our customers as we support their transitions into a new digital era."

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