Elevate FSG, Viola Group Merge

Manufacturers’ rep firms Elevate Foodservice Group and Viola Group will merge, effective Jan. 1, to become The Viola Elevate Group. The combined group will continue to serve MAFSI Region 1.

In the announcement, the firms state that the merger will allow the combined group to accelerate growth via complementary product lines and expanded resources. The group plans to revamp an office and test kitchen in Connecticut, and open a third facility and test kitchen in early 2026 with the location to be determined. Current staff members will remain in place and more will join as the group expands operations.

“This partnership combines our technology-driven innovations with Viola’s proven legacy, fueling growth and better serving our customers,” says Mitch Marcotte, president and founder of Elevate FSG.

David Viola, president and founder of Viola Group, adds, “Mitch and I share a hands-on approach and a deep respect for the relationships our teams have built across MAFSI Region 1. This is a true alignment of strengths—well matched, transparent, and focused on delivering more value to the market.”

MAFSI Region 1 covers New England—Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island and Vermont.