Fresh Beginnings (asi/55439), a Valdosta, GA-based food gift supplier to the promotional products industry, will close its doors for a final time at the end of June.

The decision to shutter the supplier, known for its delicious cookies, brownies, pretzels and chocolate-dipped treats, comes from parent company CDK Global, an Illinois-headquartered firm that provides technology solutions to the automotive industry.

CDK Global acquired Fresh Beginnings in 2018 when it purchased the food gift firm’s parent company, ELEAD1ONE (now CDK ELEAD), which makes customer relationship management software for automotive dealers.

“As standard practice, we are constantly evaluating our long-term strategy and business portfolio to ensure we’re focused in the right areas,” said Tony Macrito, director of external communications for CDK Global. “As part of that process, we have made the difficult decision to close the bakery.”

Hugh and Judy Hathcock founded Fresh Beginnings in the 1990s. The initial idea for the business was to provide then promo pro Hugh's auto dealer clients with gourmet cookies that could be sent to prospects and customers as a way of saying thank you and building relationships.

Interestingly, the Hathcocks drew on their knowledge of pain points that auto dealership clients faced to develop and launch ELEAD in 1999 – which is how a promo food gift supplier came to be under the same ownership umbrella as tech providers to the auto market.

Folks in the promo industry were sad to hear that Fresh Beginnings is closing.

“What a shame and a loss,” wrote one poster on an industry social media forum. “That is so sad,” commented another. “The best cookies. Great customer service.”