Associated Supermarket Group Implements Simplain’s StreamCollab Platform to Transform Vendor Collaborations

Associated Supermarket Group (ASG), the largest network of independently operated  supermarkets in the New York metropolitan area, 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. 

As a cooperative, ASG provides retail solutions to independently owned grocery stores,  offering category assortment, merchandising support, and operational consulting. To  ensure accuracy and accountability across all business processes, ASG sought a platform  that could provide end-to-end data traceability for merchandise maintenance and trade  funds management — critical areas for consistent operational excellence. 

“We take pride in empowering independent supermarkets with the resources and  flexibility to achieve long-term success,” said Jonathan Donofrio, Executive Vice  President of ASG. “That’s why we chose Simplain, a partner who truly understands the  operational and technological challenges grocers face. Simplain’s Vendor Collaboration  solution gives us flexible workflows and complete visibility for both vendors and internal  teams, helping us increase productivity with higher efficiency and more control.” 

“Simplain is honored to partner with an industry leader that champions the success of  independent grocers like ASG,” said Sanjaye Elayattu, Founder and President of Simplain  Software Solutions. “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, including ASG — driving productivity, data quality, and  profitability. Together, we’re advancing the future of vendor collaboration for retailers  and wholesalers.”

About Associated Supermarket Group 

Associated Supermarket Group (ASG) is the largest group of independently operated  supermarkets in the New York metropolitan area. ASG empowers independent retailers by  providing them with the scale, resources, and flexibility of larger chains — while preserving  their autonomy to serve the unique needs of their customers and communities. Learn more  at www.asgcorp.com. 

About Simplain Software Solutions 

Founded in 2007 and headquartered in California, Simplain Software Solutions is a leader in  vendor collaboration enablement for FMCG retailers and wholesalers. Its flagship product,  Simplain Vendor Portal — also branded as StreamCollab — offers streamlined workflows  for Vendor Onboarding & Maintenance, Item Introduction & Maintenance (Product  Information Management), Deals & Promotions Management, and more. The platform  enhances master data integrity, go-to-market speed, operational productivity, and supply  chain transparency. For more information, visit www.streamcollab.com.