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 organization will continue to serve MAFSI Region 1.

The merger will allow the combined organization to accelerate growth by aligning complementary product lines and expanding resources, a release details. Key initiatives include a revamped office and test kitchen in Connecticut, with a third facility and test kitchen slated to open in early 2026 at a location to be determined. All current staff from both organizations will be retained, with plans to add new team members to support expanded 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.