Applico Client Dot Foods Acquires Morsum

Dot Foods, Inc., North America’s largest food industry redistributor, announced it has acquired Morsum, a leading food industry data and artificial intelligence (AI) platform technology company, with the support of platform consultancy firm Applico.

Since its founding by Ted D’Cruz-Young in 2012, Morsum has built an industry-leading food operating system (fOS™) that improves profitability across a wide range of food service scenarios. With an unrivaled suite of data-integrated products supporting CRM, labor, inventory, and purchasing management, Morsum dramatically improves day-to-day efficiency, operational simplicity, and cost control.

“We’re thrilled to welcome Morsum into the Dot Foods family,” said Dot Foods CEO Joe Tracy. “Dot is committed to continuously building on our mission to significantly contribute to the success of our business partners. Morsum’s innovative products and extraordinary data capabilities will be key in helping us facilitate success for everyone in the food ecosystem using technology.”

Morsum has spent nearly 10 years working to bridge data gaps that cause unnecessary food and labor costs for everyone involved in the food ecosystem. Morsum’s significant expertise in mapping food data helps automate key decisions, enrich product data to aid customers in making more informed buying decisions, and minimize non-core activity. This all facilitates a greater focus on customer-valued activity. Dot’s industry relationships will expand access to Morsum’s capabilities.

“Making life easier and more rewarding for food service establishments has always been our singular pursuit,” said Ted D’Cruz-Young, Morsum CEO. “Dot’s unique position in the market and evolved understanding on the role and value of data made the decision to join the Dot family of businesses easy. With Dot’s clear-eyed and disciplined approach, I know that we will deliver tremendous value for distributor partners, their food service customers, and Dot’s suppliers. We’re really excited.”

Press release originally posted on

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About Dot:

Dot Foods, Inc. carries 133,000 products from 1,000 food industry manufacturers making it the largest food industry redistributor in North America. Through Dot Transportation, Inc., an affiliate of Dot Foods, the company distributes foodservice, convenience, retail, and vending products to distributors in all 50 states and more than 55 countries. Dot Foods operates 12 U.S. distribution centers, which are located in Bullhead City, Arizona; Modesto, California; Bear, Delaware; Vidalia, Georgia; Burley, Idaho; Mt. Sterling, Illinois; University Park, Illinois; Cambridge City, Indiana; Williamsport, Maryland; Liverpool, New York; Ardmore, Oklahoma; and Dyersburg, Tennessee. Dot Foods’ Canadian operations are located in Toronto, Ontario and Calgary, Alberta. For information, visit

About Morsum: 

Morsum is a data-tech platform and company with deep expertise in food services profitability. Through the development of over 20 pioneering data and machine learning products and intelligent applications, Morsum has transformed operational decision making and cost management in most food service scenarios. Morsum is supported by a team of dedicated technology and data practitioners in excellence centers in the USA, Scotland, Portugal, and Argentina.

Filed under: Applico in the Press | Topics: applico, b2b distribution, digital transformation, food tech, news

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