December 27, 2006, 12:00 AM

DineWise expands frozen meal distribution and DineWise.com

A new site design and a 24/7 call center operation this year underscore the web as key to targeted expansion. The company plans to increase Internet marketing next year.

DineWise Inc., the recently rebranded name of Colorado Prime Foods, sees the web as key to a new strategy in which it’s expanding national distribution of its frozen, chef-prepared meals. The company underscored that this year with its design and development of a new web presence on DineWise.com. Next year it will proceed with the planned expansion of its direct and affiliate Internet marketing programs.

“During the past 12 months we have made notable progress in transitioning our company’s traditional door-to-door, direct-to-consumer business model to one that now engages a more robust yet highly flexible, multi-channel sales and marketing strategy driven by e-commerce and direct response mail,” says CEO Paul Roman. Roman also notes that this year the company has expanded from its former distribution area of 33 states to 48 states by adopting Federal Express overnight delivery services. It formerly depended exclusively on trucking routes.

In addition to other expansion initiatives in 2006, the company added a call center operation staffed 24/7 to support order processing and customer inquiries, expanded its product line, and boosted direct mail catalog distribution.

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