Pete Tarantino's Marketing Strategy

Canopy Powers Family Owned Businesses in North America

Family owned business account for 90% of all businesses in North America. They generate over 50% of the United States Gross National Product (GNP), and make up over 60% of the total US employment. Aspen System’s is a family business and has many family members. The majority of its customers are also family owned businesses.

Aspen Systems oldest customer, Tarantino Wholesale Food Distributors in San Diego, California is also a family business. Pete Tarantino owns the business that was started by his father, Pete Sr. in 1960. For over 56 years they have been family owned and operated. Tarantino’s started as a Meat Jobber and morphed into a wholesale food distribution company, servicing

They sell to retailers, big box stores, manufacturers, and food service distributors. Tarantino's also distributes fresh, frozen and dry goods. Tarantino's has a full cooking and co-packing operation and offers distribution and logistics services nationwide. They inventory over 1500 different items ranging from frozen, fresh, and dry goods. They are affiliated with the following brands; Tarantino Gourmet Sausages (the official hot dog and sausage of the professional baseball team San Diego Padres), Family Ranch Organics, Garlic King, and San Diego Spice Company. In May of 2015 they moved into a brand new 75,000 Square foot facility to accommodate their growth. They have never shied away from taking on new projects or developing new items for themselves or other companies looking to get a start in business. Over the years Tarantino's has segued many family startup businesses into successful corporations, some of which are now affiliated with Fortune 500 companies today.

Tarantino’s employs over 100 employees and many are part of the Tarantino family. Related to Pete is his brother Mark, sister Bernadette, son Peter, daughters, Teresa and Cristina, brother in-law Mike, son in-laws James and Benedict, nephew Marcos, and cousins Cosimo and

Pete states, “George Puype sold us our first system in 1988 and we have been with the Aspen family ever since. In the past 29 years we have never experienced a system failure and have confidence that we never will. We feel Aspen Systems believes in the same core family values that Tarantino does. Both companies understand the importance of service and strive to create exceptional value”. Pete talks with many people in business. If they tell him that they do not have issues, he believes that they have never run or operated a business. Pete states “Every business has issues. What counts is how these issues are handled by your service company partners, and Aspen Systems has handled our issues very