A Counselor Top 40 distributor is making major inroads in the Canadian market and has welcomed an industry veteran to support the efforts.

American Solutions for Business (ASB, asi/120075) has appointed Maxx Rochette as vice president of Canadian Solutions for Business (CSB), the company’s new Canadian division. In his role, Rochette will spearhead strategic initiatives and help expand the company’s presence in the Great White North.

Maxx Rochette, Canadian Solutions for Business

Rochette said his new position at CSB “provides a platform to leverage my experience in customer relationship management while contributing to a company known for its commitment to client satisfaction.” He added that he has “a strong passion for developing strategies that drive customer loyalty and business growth,” and that he’s “eager to work with a team that values collaboration and innovation, which I believe will allow me to apply my skills effectively and continue learning and growing.”

Previously, Rochette was vice president of McCabe Promotional Advertising (asi/264901), a certified B Corp based in London, ON; he joined that company in 2012 as an account manager.

“We’re excited for this new chapter ahead,” said Dana Zezzo, vice president of vendor relations, marketing and events. “Appointing Maxx in this role is a major milestone in expanding reach within Canada. This will allow new and existing sales associates to best serve customers wanting to do business within Canada.”

With 2023 North American promotional products revenue of $301 million, ASB, an employee-owned company, ranked 11^th on Counselor’s most recent list of the largest distributors in the industry and was also named a Counselor Best Place to Work earlier this year. CEO Larry Zavadil and President Justin Zavadil are members of the Counselor Power 50 list.

Of late, fellow Counselor Top 40 firms like BDA (asi/137616), Geiger (asi/202900) and Overture Promotions (asi/288473), which announced this week that it has acquired a Swedish distributor, have made strategic moves to expand beyond the U.S. into Canada and Europe. According to ASI Research, the Canadian promo market was worth $2.1 billion in 2023, while the European sector hit nearly $14.1 billion.