Promontory Point Capital is pleased to announce our most recent client success with Soderholm Wholesale Foods.


Since being formed in 1961, family-owned and operated Soderholm Wholesale Foods has been a leading food distributor serving grocery and food service clients throughout the upper Midwest. The Madison, Wisconsin-based company serves as a direct store distributor (DSD) to more than 500 food retailers supplying niche products within the bakery, dairy, deli, frozen food, meat, produce, and seafood categories. Food retailers look to Soderholm to provide access to growing specialty products including natural, organic, and gluten free items that are increasingly desired by consumers.

After successfully building the business over several decades, the Soderholm family came to the conclusion that it was an opportune time to divest of their ownership interest. Promontory Point Capital was introduced to the Soderholm family by their accounting firm and long-time business advisor, and shortly thereafter, PPC was engaged to explore strategic alternatives for the business. PPC’s recommended engagement strategy included marketing the business to a mix of both strategic and financial buyers, allowing the family to benefit from today's aggressive M&A market. Ultimately a transaction with Michigan-based Lipari Foods, who sought out Soderholm’s strong Midwest market presence and solid relationships with specialty food products companies, was the best fit for the owner’s objectives. Soderholm Wholesale Foods successfully closed on the sale of their business in December, 2014.

"After our initial meeting, we knew that PPC was the right choice. Thank you again for your efforts and attention to achieving our family's important goals."

Jay Soderholm
Former President and Shareholder
Soderholm Wholesale Foods, Inc.

Promontory Point Capital
is a Milwaukee-based investment banking boutique focused on the needs of Midwestern privately-held businesses. Since being formed in 2004, our firm has led over 100 client engagements including the arrangement of debt and equity financing, the evaluation of business sale and recapitalization options, and the planning and execution of growth strategies involving acquisitions, mergers, and joint ventures.

Situations where Promontory Point Capital has been helpful include:
  • Business owners and management teams wishing to better understand their options for exploring a full or partial sale of their business, a shareholder recapitalization, or the acquisition of another entity.
  • Financing needs encompassing bank and non-bank financing, subordinated debt, and/or equity capital ranging from $5MM to $100MM to fund activities such as internal growth, expansion, shareholder redemptions, some level of senior debt repayment, and/or acquisitions.
  • Companies facing operational challenges or those that are financially over-extended, where our firm's profit improvement skills and sources of non-bank financing can both stabilize and better capitalize our client's business.

We welcome your confidential inquiry and encourage you to visit our website at for more information on our firm's capabilities and numerous other client successes.


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322 East Michigan Street, Suite 500
Milwaukee, WI 53202