AWG partners with university to enhance data-driven strategies

KANSAS CITY, KS, June 12, 2025 — Associated Wholesale Grocers, Inc. (AWG) BB #:101651 collaborated with Gies College of Business at the University of Illinois Urbana-Champaign on two data research projects this 2024-2025 school year.

These initiatives supplement AWG with sophisticated analytics, strategy recommendations, and an AI dashboard. Simultaneously, participating students gain valuable, real-world experience, enhancing their career prospects.

Now in its fourth year, the partnership brings together AWG Brands, AWG’s private brands program, with the data science skills of the university’s esteemed Master of Science in Business Analytics (MSBA) students to address grocery business opportunities in innovative ways.

“Connecting with college students through AWG’s internship program and through yearly partnerships, such as with the University of Illinois, provide valuable opportunities for both AWG and the students to grow and learn together,” said Patrick Reeves, AWG Chief Human Resources Officer. “We appreciate their dedication and enjoy the chance to cultivate future business leaders.”

Guided by Professor Ashish Khandelwal, who oversees experiential learning projects for the MSBA program at Gies Business, student cohorts studied two different consumer-focused areas of the AWG Brands business. As a mostly business-to-business entity, AWG still strives to gain consumer insights. One cohort analyzed seven years of data from AWG’s Save-A-Label program. Started in 1987, Save-A-Label allows member retailers to give back to local non-profit organizations and schools.

In an effort to continue to evolve this program for member retailers and their consumers, the student cohort analyzed trends among geographic regions and non-profit classifications, which resulted in a machine learning dashboard designed to improve predictions of donation source and timing.

“Working with AWG was a great experience,” said Flavien Marwin Patrice Foreste, who led the Save-A-Label project team. “We had the opportunity to apply data analytics and machine learning to solve a meaningful real-world challenge. It was both exciting and rewarding.”

The other cohort analyzed two years of email marketing data to suggest optimal times and content that would resonate most with readers. By taking a deep dive into open rates, link clicks and other data sets, the students were able to recommend email strategy adjustments that have already been implemented by the AWG Brands team to drive significant business improvements.

“These students demonstrated that analytics can do more than uncover insights—it can influence real business decisions,” Khandelwal said. “Partnerships like this are essential for preparing students to thrive in data-driven organizations.”

The partnership is structured to be mutually beneficial, providing MSBA students with invaluable real-world experience by working on live projects that directly impact AWG Brands business strategies. The students not only enhance their data-science skills, but also develop business needs such as meeting preparation, insight summarization, and presentation skills. At the conclusion of each research project, students present their findings to AWG teammates in a formal presentation. In exchange, AWG benefits from fresh perspectives and cutting-edge analytical techniques and tools.

“Beyond the interesting insights the students are able to bring to light, I really enjoy collaborating with them to hear how they’re approaching different situations throughout the AWG Brands business,” said Kate Favrow AWG Brands Director of Marketing & Brand Development and Gies Business alum. “The grocery business is complex, and there’s so much data to harness. Working with the students allows us all to focus on real opportunities and bring about new solutions to help AWG Brands continue to succeed for AWG member retailers.”

ABOUT THE UNIVERSITY OF ILLINOIS GIES COLLEGE OF BUSINESS
For more than 100 years, Gies College of Business has intentionally designed its innovative programs, leading-edge curriculum, and experiential learning opportunities to empower and prepare students to turn big ideas into meaningful actions. A recognized leader in delivering high-quality residential and online education, today Gies educates more than 9,000 students – including 6,000+ on-campus and online graduate students – from around the world. Gies learners put their purpose into practice and develop lifelong success skills for a global economy. GiesBusiness.illinois.edu

ABOUT ASSOCIATED WHOLESALE GROCERS, INC.
Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,500 locations throughout 33 states from 9 wholesale division support centers. Consolidated sales for AWG in 2024 were $12.1 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies that provide certain real estate and supermarket development services, and pharmaceutical products. For more information, visit AWGinc.com.