Promontory Point Capital is pleased to announce our most recent client success with Dawn's Foods.


For over 50 years, Dawn's Foods has been producing quality, great tasting food products sold throughout Wisconsin and the upper Midwest. The Company’s major product categories include deli salads, pasta salads, sour cream dips & spreads, ready-to-eat gelatins, and assorted desserts. Besides being marketed under the well-known Dawn’s brand, the Company produces a wide variety of food products under private-label relationships that are directly sold to deli operators, convenience stores, and through other distribution channels.

Wisconsin-based Dawn’s Foods had been owned by the Soderholm family since 1975 when they acquired a majority interest in the Company. The Soderholm family also owned a well-known wholesale food distribution business, and the two businesses together have provided Midwest grocery retailers access to a wide variety of niche food products. When the Soderholm family decided it was time to explore a sale of Dawn’s Foods, Promontory Point Capital was engaged as financial advisor.

After gaining a thorough understanding of the owner’s objectives, it was clear to PPC that the most attractive buyer would likely be one that would have an interest in acquiring both of the family’s two businesses. PPC designed and executed an engagement strategy that included marketing the Dawn’s Foods business to a mix of strategic and financial parties that had an interest in producing and/or distributing niche food products. In conjunction with their acquisition of the Soderholm Wholesale Foods distribution business, Michigan-based Lipari Foods acquired Dawn’s Foods at the end of 2014.

"PPC's engagement approach allowed our family options to achieve the best economics. Your firm's accessibility and regular communication was comforting to my family during such an important time for our businesses. Thank you."

Jay Soderholm
Former President and Shareholder
Dawn's 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.


Chris Riegg


Bill Penkwitz


Steve Mayer



322 East Michigan Street, Suite 500
Milwaukee, WI 53202