Associated Supermarket Group Launches Simplain’s StreamCollab Platform to Transform Supplier Collaborations

Diamond Bar, CA– November 17, 2025 —Associated Supermarket Group (ASG), one of the largest retail solutions company serving independently owned grocery stores in the Northeast and Mid-Atlantic, has successfully implemented Simplain’s collaboration platform, StreamCollab (Simplain Vendor Portal), to streamline and modernize supplier collaboration activities.

The implementation includes key modules from the StreamCollab platform — Item Introduction & Maintenance, Deals & Promotions Management, and Cost Management — enabling ASG to improve data accuracy, operational efficiency, and streamlined management of deals and promotions.

ASG, a retail solutions company supporting independently owned supermarkets with category assortment, merchandising expertise, and operational consulting, required a platform that ensures accuracy, accountability, and full data traceability across all supplier-related processes. The new ASG Supplier Portal, now live on asghq.com, delivers that capability by providing a centralized, transparent system for merchandise maintenance and trade funds management — both critical to sustaining operational excellence.

“We take pride in empowering independent supermarkets with the resources and flexibility to achieve long-term success. We chose Simplain, a partner who understands the operational and technological challenges independent grocers face. Simplain’s Vendor Collaboration solution gives us flexible workflows and complete visibility for both suppliers and internal teams, helping us increase productivity with higher efficiency and more control.”

--Jonathan D’Onofrio, Executive Vice President of ASG

“Simplain is honored to partner with an industry leader that champions the success of independent grocers like ASG. This implementation sets the stage for future digital transformation at ASG. Our continued investment in AI-powered features will deliver even greater value to all our customers, driving productivity, data quality, and profitability. Together, we are advancing the future of vendor collaboration for retailers and wholesalers.”

--Sanjaye Elayattu, Founder and President of Simplain Software Solutions

About Associated Supermarket Group (ASG)

Associated Supermarket Group provides retail solutions to independently owned grocery stores in the Northeast and Mid-Atlantic regions, providing distribution, marketing, merchandising, promotional services, and store financing. A relationship with ASG allows independently owned and operated stores to take advantage of the economies of scale normally available only to larger supermarket chains. ASG’s supermarket banners include Associated, Associated Fresh, Compare, Compare Fresh, Met Foods, Met Fresh, Pioneer, and other independently named stores. Learn more at ASGHQ.com

About Simplain Software Solutions

Simplain Software Solutions LLC (Simplain) is a California based technology company, specializing in vendor collaboration and product lifecycle management for grocery retailers and wholesalers. Its flagship product, Simplain Vendor Portal (StreamCollab), help retailers streamline vendor onboarding, item introduction, deals and promotions management, and master data governance. Simplain partners with leading retailers across North America to simplify vendor collaboration and eliminate data quality issues.

Media Contacts:

info@simplain.com | www.simplain.com