Triple 4 Advertising, Moose Jaw, SK

In 1994, Triple 4 was originally formed to be a buying group to get better costs for our stores. We knew if we could "Buy it Right", we could sell it right and become more competitive in the marketplace. We started to see why we were not competitive in the market place; the wholesale was not passing all the deals onto the retailers. In many instances this is from 3 to 4 dollars a case. They also kept all the CMA dollars (Co-Operative Merchandising Allowance), which is anywhere from 0% to 2% on all items purchased. The only way you can collect CMA dollars is to run an advertising program. Pratts Wholesale did not want to run an ad program, so the next logical step was for Triple 4 Advertising to run the ad program, and that is what we are doing today and more.